In this study we explain how post-truths are consumed in the context of social media. Our investigation will map how the speed of formation of consumer assemblages shape the social construction of truth-related statements and narratives. To achieve this aim, we conduct a netnography that explores dog breeding, dog healthcare and nutrition social conversations on Facebook groups. In these groups, multiple beliefs and truths are constantly generated and contested by consumers in a series of back-and-forth call-and-reply narratives and counter-narratives. Our study contributes to a collective, discursive, and interactional understanding of consumer information, misinformation, and truth negotiation.
Lingua originaleEnglish
Titolo della pubblicazione ospiteBest of ESOMAR Understanding consumers in current technoculture,
Numero di pagine1
Stato di pubblicazionePubblicato - 2021
EventoBest of ESOMAR Understanding consumers in current technoculture - Milano
Durata: 21 mag 202121 mag 2021


ConvegnoBest of ESOMAR Understanding consumers in current technoculture


  • post-truth
  • technosocial consumption
  • technosociality


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