Revised Submission to European Journal of Marketing Special Edition on Consumer Empowerment Guest Editor: Professor Len Tui Wright

2 Purpose – 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. Design/methodology/approach – 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. Findings – 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. Originality/value – 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