"A crucial intervention to both critical studies of consumption and
research into activism. It authoritatively explores the complex and
multiplying links between branding and neoliberal culture, consumer
practices and social justice." - Professor Mehita Iqani,
Stellenbosch University "Eleftheria Lekakis reminds us that as
consumers, we can do much more than just buy our way out of social
or political problems." - Professor Melissa Aronczyk, Rutgers
University Consumption and resistance are entwined. From buying
fair-trade, to celebrity advocates for social causes, to
subvertising and anti-consumerist grassroots movements, consumer
activism is now a key part of our fight for social and
environmental justice. This book is a comprehensive exploration of
the complexities and dilemmas of using the marketplace as an arena
for politics. It goes beyond simply buying or boycotting to
critically explore how individuals, collectives, corporations and
governments do politics with and through consumption. Impassioned
and always accessible, Eleftheria Lekakis explores: The media and
economic logics which privilege elite activists. The real
opportunities to resist and redirect promotional culture. Consumer
activism as collective and community-building. The politicisation
of celebrity influencers. The centrality of digital media
technology. A range of transnational case studies pushing the field
beyond the Global North. Consumer Activism: Promotional Culture and
Resistance covers the full breadth of theory and practice you need
to know. It is an essential resource for understanding, researching
and engaging with the global phenomenon of consumer activism. Dr
Eleftheria Lekakis is senior lecturer in Media and Communications
at the School of Media, Arts, and Humanities at the University of
Sussex.
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