Transforming Self and By Extension Society. an Exploration of Activism Against Consumerism

This paper aims to further our understanding on activism against consumerism in contemporary consumer culture. Using a theoretical framework inspired by Foucault’s ideas on power and resistance, focussing on an ethical, anti-consumeristic campaign as a research domain and applying a combination of qualitative techniques, this research tries to investigate how radical activists, largely marginalized and sited as “others” within dominant discourses, position themselves and engage in resistance towards western, materialistic consumption culture.


Simona Romani (2008) ,"Transforming Self and By Extension Society. an Exploration of Activism Against Consumerism", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 952-953.


Simona Romani, University of Sassari, Italy


NA - Advances in Consumer Research Volume 35 | 2008

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