CFP: Consumption, Branding and Digital Communication

CALL FOR ARTICLES N ° 42 (JUN. 2018): Consumption, branding and digital communication

Number 42 of will focus on Consumption, branding and digital communication. We invite researchers and academics to send us their contributions on this subject. We however remind you that articles that refer to other topics of communications may also be submitted to the journal; these will be published in the "Other topics" section.

GUEST EDITOR: Arturo Arriagada (Universidad Adolfo Ibáñez)


ABOUT THE MAIN THEME: The development and massification of online social media, at both local and global level, poses changes and continuities in the formation of the different economies and cultures emerged under the wing of these platforms. In the cultural industry –understood as the one that sells and administers a specific kind of work, such as "symbolic creativity"– these changes have blurred the distinctions between "producer", "audience" and "consumer" as central agents in the production, reception and consumption of goods from that industry.

Consumption practices mediated by a series of digital technologies have given rise to a growing literature that explores the role of consumers as mediators between production and consumption. By mobilizing a series of values around goods and services, as well as representations of the social and economic world, these actors operate as key agents in the production and reproduction of markets. Recent studies in the industry of fashion, music, film, design, videogames, food and media, describe and analyze the role of "expert consumers", "fans", "bloggers" and " digital influencers". Specifically, they explore the practices of generating value through digital communications that they deploy around goods and services, and their own identities. At the same time, these works address the aspirations and work dynamics of these consumers, who become part of different value chains where advertising and branding agencies, brands and companies, producers and consumers converge. Thus, concepts such as "aspirational work" and "immaterial work" emerge to describe the practices and tensions surrounding content creation, the generation of symbolic and economic value, as well as the self-branding strategies deployed in platforms such as Facebook, YouTube and Instagram.

What role do consumers and their digital communications play in the creation of needs around goods and services coming from different industries (e.g.: fashion, music, games, media, design)? How do these digital technologies and practices contribute to the formation –and reproduction– of markets around goods and services? What are the identities and knowledge developed by these consumers? What kind of economic relationships do they build with the world of branding and advertising? How does the industry built around content creation in online social media works and what characteristics does it have?

This edition aims to bring together different works that explore, describe and analyze –from different theories and methods– how the industry configures itself around the content generated by audiences in online social media, specifically, regarding the practices deployed in digital platforms by the consumers around goods and services, as well as the branding and self-branding strategies developed by "bloggers", "instagrammers", "influencers" and "Youtubers" when generating value for themselves and the goods they promote.

Should you have any doubts about the relevance of a potential paper, please contact Arturo Arriagada (, guest editor of this number, or Sebastián Valenzuela, editor in chief of ( For other questions, please contact the managing editor, Daniela Grassau (

All works must comply with the style standards published in the manual of the American Psychological Association (APA) (6th edition). Please, review the "Rules for authors" of the journal.