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:
https://lup.lub.lu.se/record/8309259
- author
- Säwe, Filippa
LU
and Thelander, Åsa
LU
- organization
- publishing date
- 2015
- 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
- 2016-04-01 09:53:37
- date last changed
- 2024-01-06 02:33:05
@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}},
keywords = {{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}},
doi = {{10.1108/IJQSS-04-2014-0026}},
volume = {{7}},
year = {{2015}},
}