Re-Shaping Physical and Digital Consumer and Participative Co-Production Processes

Abstract

Social distancing has been a key strategy in the fight against the COVID-19 pandemic in 2020. The practice of social distancing has reshaped co-production processes, which have typically been built on close interactions between people, often in physical encounters. In this chapter, an action research design is applied, describing four everyday examples from Sweden of how individuals and organizations handled the changes, and applying a theory of four interaction zones. The aim is to explore how the practice of social distancing has implications for consumer and participative co-production processes. The physical space in co-production is negotiated and alterations are made: cancellations, decreased interactions, increased physical distance, outdoor activities, and moving interaction online. The cases illustrate that human space is also negotiated in online interactions. Online co-production initiatives need to address the challenges of attendance, digital literacy, meeting designs, and sharing power in meetings. The future requires a broader mix of co-production activities.