Creating the Flawed Hero: Consumer Movement Framing in the Online Environment
Employing a New Social Movement perspective, we conduct a netnographic analysis to examine how members frame consumer movements in the online environment. We find that rather than adhering to traditional activist roles, members position themselves as persistent “flawed heroes” who inform others of important truths.
Citation:
Jeff Wiebe and Jay Handelman (2016) ,"Creating the Flawed Hero: Consumer Movement Framing in the Online Environment", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 746-746.
Authors
Jeff Wiebe, Queens University, Canada
Jay Handelman, Queens University, Canada
Volume
NA - Advances in Consumer Research Volume 44 | 2016
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