Consumer Activism: Promotional Culture and Resistance

This book explores the complex and multiplying links between branding, neoliberal culture, consumer practices, and social justice. It offers a critical exploration of the ways in which individuals, collectives, corporations, and governments use the marketplace as an arena for politics, and goes beyond simply buying or boycotting to consider how resistance and redirection can be achieved.

Format: Hardback
Length: 256 pages
Publication date: 16 September 2022
Publisher: SAGE Publications Ltd

A groundbreaking contribution to critical studies of consumption and research into activism, this book explores the intricate and ever-evolving connections between branding, neoliberal culture, consumer practices, and social justice in profound detail. Authored by Professor Mehita Iqani of Stellenbosch University, it serves as a authoritative guide that delves into the multifaceted relationship between these elements, shedding light on their profound impact on our lives and society.

In her insightful remarks, Professor Mehita Iqani emphasizes the significance of recognizing that consumers possess the power to go beyond mere purchasing decisions and actively engage in shaping social and political outcomes. She highlights the importance of consumer activism as a powerful tool for promoting social and environmental justice, emphasizing that it encompasses a wide range of actions, from supporting fair-trade practices to advocating for social causes through celebrity endorsements and grassroots movements.

Professor Melissa Aronczyk of Rutgers University further underscores the interconnectedness of consumption and resistance, emphasizing that individuals, communities, corporations, and governments can leverage the marketplace as a platform for political action. She highlights the diverse range of consumer activism strategies, including buying fair-trade products, participating in boycotts, subverting advertising, and supporting anti-consumerist movements. These strategies, she argues, are essential components of our collective fight for social and environmental justice.

Consumer Activism: Promotional Culture and Resistance is a comprehensive exploration of the complexities and dilemmas of using the marketplace as an arena for politics. It goes beyond simply examining the act of buying or boycotting and delves into the deeper dimensions of how individuals, collectives, corporations, and governments engage in politics with and through consumption. The book is written in an engaging and accessible style, making it accessible to a wide audience, including students, researchers, activists, and anyone interested in understanding the dynamics of consumerism and its implications for society.

Eleftheria Lekakis, the book's author, brings a passionate and insightful perspective to the subject matter. Through her extensive research and analysis, she explores a range of critical issues, including the media and economic logics that privilege elite activists, the real opportunities to resist and redirect promotional culture, consumer activism as a collective and community-building force, the politicization of celebrity influencers, and the centrality of digital media technology in shaping consumer activism.

The book also includes a range of transnational case studies that push the field beyond the Global North, providing a broader understanding of consumer activism in different cultural contexts. These case studies shed light on the diverse ways in which consumers around the world are engaging in resistance and promoting change, highlighting the global nature of this movement.

In conclusion, Consumer Activism: Promotional Culture and Resistance is a seminal work that offers a comprehensive exploration of the complex and multifaceted relationships between branding, neoliberal culture, consumer practices, and social justice. Authored by an esteemed academic and passionate advocate, it serves as an essential resource for understanding, researching, and engaging with the global phenomenon of consumer activism. By challenging our assumptions and promoting a more critical perspective on consumerism, this book contributes to our collective efforts to create a more just and sustainable world.

Weight: 530g
Dimension: 234 x 156 (mm)
ISBN-13: 9781529723106