The vocabulary and tactics developed by actor-network theory (ANT) can shed light on several ontological and epistemological challenges faced by consumer culture theory. Rather than providing ready-made theories or methods, our translation of ANT puts forward a series of questions and propositions that, captured through the metaphor of 'flattening', invite a rethinking of how ontologies of consumption-its subjects, objects and devices, content and contexts, materiality and socioculturality-are enacted through precarious networks of heterogeneous relations.
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