Protest Politics in the Marketplace examines how social media has
revolutionized the use and effectiveness of consumer activism. In
her groundbreaking book, Caroline Heldman emphasizes that consumer
activism is a democratizing force that improves political
participation, self-governance, and the accountability of
corporations and the government. She also investigates the use of
these tactics by conservatives. Heldman analyzes the democratic
implications of boycotting, socially responsible investing, social
media campaigns, and direct consumer actions, highlighting the ways
in which such consumer activism serves as a countervailing force
against corporate power in politics. In Protest Politics in the
Marketplace, she blends democratic theory with data, historical
analysis, and coverage of consumer campaigns for civil rights,
environmental conservation, animal rights, gender justice, LGBT
rights, and other causes. Using an inter-disciplinary approach
applicable to political theorists and sociologists, Americanists,
and scholars of business, the environment, and social movements,
Heldman considers activism in the marketplace from the Boston Tea
Party to the present. In doing so, she provides readers with a
clearer understanding of the new, permanent environment of consumer
activism in which they operate.
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