||"(P)roductive Consumption indicates a kind of consumption that does not
remain passive but that, in the very act of consuming a
cultural object, produces an interpretation that
changes the nature of the object's content. For
example, a particuIarIy playful consumption of
so-called trash cinema (previously scorned as being
below the level of genre films) can transform these
films into another kind of entertainment.
In Italy, this "neo-baroque" way of consuming popular
culture has been linked to a particular cultural
politics, sometimes referred to as "ephemeral." Since
1975 many events organized in Italy have been bascd on
a consumption that is interpretive, or even aesthetic,
rather than passive.
from O Calabrese's,