A new paper on the market of digital wellbeing published in the Journal of Macromarketing

Ksenia Silchenko, a scientific collaborator and lecturer at IMCA, published an article that explores market discourses of digital wellbeing through the lens of technology dualities and paradoxes. The research has been funded by FIR grant in support of Early Career researchers.

Starting against the backdrop of hyper-digitalization of marketing and consumption and consumer concerns about its negative consequences for their quality of life, the paper critically examines the market digital wellbeing. More specifically, it addresses the emergence of digital well-being as a stand-alone concept and as a market, through the lens of technology dualities.

The phenomenon of digital wellbeing exemplifies the dual nature of digital technology, which acts simultaneously as a potential threat for consumer wellbeing and a source of their empowerment. The paper offers a nuanced analysis of such duality and discusses its broader implications for consumer quality of life.

By examining digital wellbeing market vis-à-vis both consumer empowerment and consumer vulnerabilities, the study contributes to the critical debate on digital wellbeing in terms of technology dualities, consumer responsibilization, and the very meaning of consumer wellbeing in the light of growing interconnection between consumer subjectivities and digital technologies.

*The image is generated with Midjourney