Fighting With Feathers and Bubbles: Consumer Resistance and the Urban Playground Movement

Yesim Ozalp, York University, Canada
Daiane Scaraboto, Schulich School of Business, York University, Canada
Mei-Ling Wei, Ryerson University, Canada
Current perspectives on consumer movements define them as ideologically laden, organization-centered and well structured actions focused on fighting particular market and industry practices. However, as markets become increasingly politicized and public spaces increasingly commercialized, less structured forms of consumer resistance emerge. By looking at a series of diverse, fluid and sporadic actions undertaken by consumers in metropolitan cities, we attempt to enrich our understanding of political consumerism. Through an ethnographic investigation of the urban playground movement, we examine how consumers engage in playful interventions while subverting the norms and rules that structure public and market spaces.
[ to cite ]:
Yesim Ozalp, Daiane Scaraboto, and Mei-Ling Wei (2010) ,"Fighting With Feathers and Bubbles: Consumer Resistance and the Urban Playground Movement", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 874-874 .