Consumer empowerment: a Foucauldian interpretation

The purpose of this paper is to question the taken for granted assumptions that underpin a liberal or lay view of consumer empowerment implicit to this special edition. In particular, the idea that it benefits consumers to have more choice is questioned.

The key constructs of Michel Foucault – disciplinary power, governmentality and technologies of self – are used to argue that people can never escape from the operation of power. Rather it is shown how power operates to produce consumers.

The liberal view of the empowerment of consumers through choice is questioned. Rather we suggest the opposite; that choice is a disciplinary power and that more and more choice can lead to choice paralysis. The contemporary phenomenon known as blogging is described as a Foucauldian technology of self. Managerial implications are discussed.

The value of a Foucauldian inspired theory of empowerment is that it represents a more sophisticated understanding of the fluidity of power relationships between producers and consumers than can be captured by a liberal view of power and empowerment.