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