So, did you know how you use it?: Understanding The Consumption in Facebook Community

Abstract: The rapid changes in internet technology, coupled with Web 2.0 have created new and exciting ways of how we interact, socialize, and express ourselves. These new forms of socializations have been highly facilitated by Social Networking Sites (SNSs). These SNSs work as platforms for all types of information and entertainment experiences, creating a distinct culture of consumption of information and experiences- Technological-culture or Cyberculture. In this research, we attempt to understand the consumption dynamics of Technology culture, by focusing on Facebook community. Facebook community is a cultural entity where narratives, identity, stories, images, work as commodities of consumption to enrich and uplift consumers´ experiences. Like any consumption, these images, narratives and stories are also subject to individual interpretations, which make it interesting to explore the motivations, hidden meanings and interpretations behind the consumption acts like liking, commenting, sharing on Facebook. By taking Consumer Culture Theory approach and qualitative methods of interviews, e-journals and follow-up, we present that Facebook community culture consists of empowered consumers who, by their selective consumption acts, create multiple yet individual identities. These identities are created with the help of symbols, narratives, interactions and images; however the reality of these narratives relies on the extent of social bonding or friendship one has with another. Therefore, the community aspect, along with the rituals of help, reciprocity, participation in social bonding, is still very strong part of Facebook culture. Moreover, we also highlight that on Facebook community, a consumer is a producer, therefore a prosumer. Whereas, we present that in efforts to prosume, a consumer invests a lot of psychic energy, unlike any other consumption, which creates a paradox of ´a consumer being consumed in the act of consumption´.