Collaborative consumption:

approaches on the new trend of consumption and discursive appeal

Abstract

The emergence of a culture of participation reinforced what has been known as collaborative consumption. It is a practice of consumption that tries to minimize consumer impacts to favor exchanges, barter, loans or grants. The marketing communication was also compelled to adapt to this scenario by offering proposals on which the consumer participates, develops and interferes in company production processes. However, we found that some practices do not materialize as conceived in the concept of collaborative consumption proposed by Botsman and Rogers (2011). We intend to reflect on the essence of collaborative consumption within media processes in questioning about what, empirically, has been called collaborative consumption. I also intend to observe the reconfiguration of consumption in the culture of participation highlighting some of the discursive strategies used in the collaborative consumption as well as the processes and practices developed by individuals and businesses