When David Becomes Goliath - Ideological Discourse in New Online Consumer Movements

When David becomes Goliath - Ideological Discourse in New Online Consumer Movements

Andrea Hemetsberger

Department of Management and Marketing

University of Innsbruck


This article seeks to contribute to the issue of consumer sovereignty by introducing the concept of adversary innovation. The functionality of ideological discourse for the sustainability of new consumer movements is discussed and investigated. Empirical investigation is based on a discourse analysis of online conversation of the free and open-source software movement. The findings reveal that the movement is constantly fueled with revolutionary energy by applying two dialectical categories of cultural codes in discourse – exclusion and integration. Processes of exclusion that become apparent in discourse comprise demonization, purifying, and remembering. Educationalism, pluralism and tolerance are processes, which seek integration.


Andrea Hemetsberger (2006) ,"When David Becomes Goliath - Ideological Discourse in New Online Consumer Movements", in NA - Advances in Consumer Research Volume 33, eds. Connie Pechmann and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 494-500.


Andrea Hemetsberger, University of Innsbruck


NA - Advances in Consumer Research Volume 33 | 2006

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