Understanding consumers' collective action on the Internet -- a

This paper offers a new approach for understanding online collaboration and collective action of `prosumers'. It is proposed here that theories of collective action and social representations theory, in particular, provide a theoretical framework for studying the structural and social context of online collaboration of consumers, the social actors involved, and how public discourse contributes to shared meaning creation and dissemination in online communities. Processes of naming, classifying, personalizing and institutionalization give their actions ontological reality and contribute to the sustainability of the common effort. An overview and definition of these processes and relevant influencing factors is given and possible indicators of these concepts in online communities are highlighted