Connecting experience and economy--aspects of disguised positioning.

The focus of this article is the use of experience made within the literature of the "new" economical discipline of experience economy. By combining a methodological individualism with a causal and dehumanising picture of the process of experience, this discipline conceives economic interactions as acts of autonomy. These acts, it is claimed, are part of economical instrumental reason restructuring itself by using experiences as tools in convincing consumers that they are free to pursue their respective paths of lives. Described through the use of positioning theory, however, this turns out to be a result of an effort of equipping consumers with a new economic norm of forced positioning disguised as deliberate self-positioning.