From Individual Coping to Collective Action: Stigma Management in Online Communities

Daiane Scaraboto, Schulich School of Business, York University, Canada
Eileen Fischer, York University, Canada
Current perspectives on stigma define it as a persistent predicament that can only be understood by multilevel approaches addressing individual and structural discrimination. Researchers have extensively investigated how consumers cope with stigma and the consequences of stigmatization. However, active, collective responses have yet to be considered. We propose that because they tend to challenge the legitimacy of existing status situations and involve the production and reappropriation of meaning, collectives fighting stigma are similar to new social movements. Through a qualitative investigation of the “Fat Acceptance Movement,” we examine how these collectives interact with marketers to promote social change and acceptance.
[ to cite ]:
Daiane Scaraboto and Eileen Fischer (2010) ,"From Individual Coping to Collective Action: Stigma Management in Online Communities", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 28-31 .