The relationship between ownership and possession: observations from the context of digital virtual goods

ABSTRACT

This theoretical article highlights limitations in the current trend towards dichotomising full ownership and access-based consumption by recognising a broader, more complex array of ‘fragmented’ ownership configurations in the context of digital virtual goods (DVGs). In challenging this dichotomy, we recognise that the relationship between ownership and possession becomes particularly significant. We therefore consider how prominent DVG ownership configurations may shape the way in which possession is assembled, potentially reducing consumers’ scope of action relative to DVGs and leaving possession susceptible to disruption. Conversely, we acknowledge ways in which consumers’ continued attempts at possession may impinge upon the agency of ownership mechanisms within the market. Our analysis ultimately builds upon existing understandings of both ownership and possession, theorising their often overlooked relation in consumption.

KEYWORDS:

• Ownership
• possession
• property rights
• digital virtual consumption
• digital virtual goods

Additional information

Notes on contributors

Rebecca D. Watkins

Rebecca D. Watkins is a lecturer in marketing at Cardiff University. Her research explores the impact of digital media upon consumer culture, in particular the ways in which notions of owning and possessing are transformed in the context of digital objects. Previously, Rebecca’s work has been published in the Journal of Consumer Culture and Research in Consumer Behaviour.

Janice Denegri-Knott

Janice Denegri-Knott is Principal Lecturer at Bournemouth University’s Faculty of Media and Communication, specialising in digital consumption and critical marketing. She is also a member of the Emerging Consumer Cultures Group (ECCG) and Associate Editor of Marketing Theory. She has published extensively on what stimulates consumers’ desire to acquire digital virtual goods and how consumers’ come to assign value to their digital virtual possessions. She has conducted consultancy work for a range of media companies like The Daily Telegraph, iTV, Channel 4 and Hearst Magazines.

Mike Molesworth

Mike Molesworth is Principle Teaching Fellow at the University of Southampton. His research explores aspects of online consumer culture and behaviours including the consumption of video games, participation on online groups, aspects of online shopping, and engagement with digital goods.