The role of frames in a co-creation process
Författare
Summary, in English
Purpose – This paper aims to analyze the conditions for co-creation in a non-commercial context. The
particular aim is to show how a co-creative activity is framed for the participants and the consequences
of the frames for the values that are co-created in the process.
Design/methodology/approach – Goffman’s frame analysis is applied to investigate how
co-creation is used as a marketing strategy where an art event is used as an engagement platform to
involve citizens in creating visions for an urban renewal area. It is a qualitative study based on
observations.
Findings – The taken-for-granted ideas of the active and creative consumer along with the focus in
marketing research on the positive values achieved in a co-creative process are problematic in a public
context. An unreflexive use of a co-creative strategy in a non-commercial setting and using art as an
engagement platform, in combination with insufficient communication about the new framings, result
in no-creation of value or even co-destruction of value.
Practical implications – Unclear definition of the situation for co-creation results in confusion about
how to interact and how to create value. Such an outcome is highly problematic for a public
organization. It is of major importance that citizens can identify and understand the type of activity. The
authors argue that communication in well-defined phases of an event can facilitate desired acts of
co-creation.
Originality/value – Value co-creation theory has been transferred between contexts, but there are
few studies of what the transfer means in terms of consumer abilities to take part in the value creation
process and its rules of engagement. This study demonstrates the difficulties of moving from theory to
practice when the context changes from a commercial to a public participatory one. This opens for new
research venues in value co-creation and marketing theory.
particular aim is to show how a co-creative activity is framed for the participants and the consequences
of the frames for the values that are co-created in the process.
Design/methodology/approach – Goffman’s frame analysis is applied to investigate how
co-creation is used as a marketing strategy where an art event is used as an engagement platform to
involve citizens in creating visions for an urban renewal area. It is a qualitative study based on
observations.
Findings – The taken-for-granted ideas of the active and creative consumer along with the focus in
marketing research on the positive values achieved in a co-creative process are problematic in a public
context. An unreflexive use of a co-creative strategy in a non-commercial setting and using art as an
engagement platform, in combination with insufficient communication about the new framings, result
in no-creation of value or even co-destruction of value.
Practical implications – Unclear definition of the situation for co-creation results in confusion about
how to interact and how to create value. Such an outcome is highly problematic for a public
organization. It is of major importance that citizens can identify and understand the type of activity. The
authors argue that communication in well-defined phases of an event can facilitate desired acts of
co-creation.
Originality/value – Value co-creation theory has been transferred between contexts, but there are
few studies of what the transfer means in terms of consumer abilities to take part in the value creation
process and its rules of engagement. This study demonstrates the difficulties of moving from theory to
practice when the context changes from a commercial to a public participatory one. This opens for new
research venues in value co-creation and marketing theory.
Publiceringsår
2015
Språk
Engelska
Sidor
442-457
Publikation/Tidskrift/Serie
International Journal of Quality and Service Sciences
Volym
7
Issue
4
Dokumenttyp
Artikel i tidskrift
Förlag
Emerald Group Publishing Limited
Ämne
- Media and Communications
Nyckelord
- frame analysis
- value co-creation
- Goffman
- strategic communication
- citizen participation
Status
Published
ISBN/ISSN/Övrigt
- ISSN: 1756-669X