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The role of frames in a co-creation process

Säwe, Filippa LU and Thelander, Åsa LU (2015) In International Journal of Quality and Service Sciences 7(4). p.442-457
Abstract
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... (More)
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. (Less)
Please use this url to cite or link to this publication:
author
organization
publishing date
type
Contribution to journal
publication status
published
subject
keywords
frame analysis, value co-creation, Goffman, strategic communication, citizen participation
in
International Journal of Quality and Service Sciences
volume
7
issue
4
pages
442 - 457
publisher
Emerald Group Publishing Limited
external identifiers
  • scopus:84947421301
ISSN
1756-669X
DOI
10.1108/IJQSS-04-2014-0026
language
English
LU publication?
yes
id
9cd94282-c9ce-43be-baba-0655451dbee0 (old id 8309259)
date added to LUP
2015-12-09 11:27:37
date last changed
2017-09-03 03:02:37
@article{9cd94282-c9ce-43be-baba-0655451dbee0,
  abstract     = {Purpose – This paper aims to analyze the conditions for co-creation in a non-commercial context. The<br/><br>
particular aim is to show how a co-creative activity is framed for the participants and the consequences<br/><br>
of the frames for the values that are co-created in the process.<br/><br>
Design/methodology/approach – Goffman’s frame analysis is applied to investigate how<br/><br>
co-creation is used as a marketing strategy where an art event is used as an engagement platform to<br/><br>
involve citizens in creating visions for an urban renewal area. It is a qualitative study based on<br/><br>
observations.<br/><br>
Findings – The taken-for-granted ideas of the active and creative consumer along with the focus in<br/><br>
marketing research on the positive values achieved in a co-creative process are problematic in a public<br/><br>
context. An unreflexive use of a co-creative strategy in a non-commercial setting and using art as an<br/><br>
engagement platform, in combination with insufficient communication about the new framings, result<br/><br>
in no-creation of value or even co-destruction of value.<br/><br>
Practical implications – Unclear definition of the situation for co-creation results in confusion about<br/><br>
how to interact and how to create value. Such an outcome is highly problematic for a public<br/><br>
organization. It is of major importance that citizens can identify and understand the type of activity. The<br/><br>
authors argue that communication in well-defined phases of an event can facilitate desired acts of<br/><br>
co-creation.<br/><br>
Originality/value – Value co-creation theory has been transferred between contexts, but there are<br/><br>
few studies of what the transfer means in terms of consumer abilities to take part in the value creation<br/><br>
process and its rules of engagement. This study demonstrates the difficulties of moving from theory to<br/><br>
practice when the context changes from a commercial to a public participatory one. This opens for new<br/><br>
research venues in value co-creation and marketing theory.},
  author       = {Säwe, Filippa and Thelander, Åsa},
  issn         = {1756-669X},
  keyword      = {frame analysis,value co-creation,Goffman,strategic communication,citizen participation},
  language     = {eng},
  number       = {4},
  pages        = {442--457},
  publisher    = {Emerald Group Publishing Limited},
  series       = {International Journal of Quality and Service Sciences},
  title        = {The role of frames in a co-creation process},
  url          = {http://dx.doi.org/10.1108/IJQSS-04-2014-0026},
  volume       = {7},
  year         = {2015},
}