Cynical identity projects as consumer resistance – the Scrooge as a social critic?

Ilona Mikkonen, Johanna Moisander, A. Fuat Fırat
  • Consumption Markets & Culture, March 2011, Taylor & Francis
  • DOI: 10.1080/10253866.2011.541163

How consumers resit commercialized ways of celebrating Christmas through cynical identity projects

What is it about?

The paper explores consumer cynicism as a form of consumer resistance in online environments. Using the anti‐Christmas sites of the Internet as an empirical case, we show how consumers develop and deploy a cynical discursive strategy, creatively drawing from the story of Ebenezer Scrooge, to work on a cynical identity project, the Scrooge, that problematizes the received, highly commercialized ways of celebrating Christmas.

Why is it important?

The paper extends the discursive power model of consumer power and resistance by building a new (Foucauldian) theoretical perspective on consumer cynicism as “politics of self”.


Professor Johanna K. Moisander
Aalto University

This paper is based on the PhD thesis of Ilona Mikkonen, "Consumer resistance as struggle over subjectivity : essays on consumer resistance to marketplace ideologies and marketer-constructed consumer subjectivities". I was privileged to serve as the supervisor of her PhD thesis.

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The following have contributed to this page: Professor Johanna K. Moisander and Dr Ilona Mikkonen