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In a politically uncertain and distrusted world, citizens appear to
be seeking political expression in their everyday lives and quite
prominently in their consumption practices. In advanced consumer
societies, the politics of consumption have come to the centre
stage.
This book elaborates on the grounded perceptions, practices and
problematizations of the equation of political action and market
action. It presents the opportunities and hindrances of alternative
forms of partaking in civic life by exploring how coffee activism
presents a fruitful opportunity for citizens to participate in
political life, how cultural citizenship can offer insights into
the operation of everyday politics and how neoliberal narratives
are framing discourses of coffee activism. The politics behind
products can illuminate global tensions and engage citizens in
social justice, but at the same time can confine civic action in
the marketplace and anesthetise political action.
This book explores the politics borne of consumption through the
case of coffee activism and ethical consumption. It analyses the
agencies, structures, repertoires and technologies of promotion and
participation in the politics of fair trade consumption through an
exploration of the relationship between activism and consumption.
"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.
"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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