Countervailing Market Responses to Corporate Co-Optation and the Ideological Re-Cruitment of Consumption Communities

Thompson and Coskuner-Balli’s paper explores countervailing market responses to cor-porate co-optation and the ideological recruitment of consumption communities. From a conventional theoretical standpoint, the corporatization of the organic food movement is a classic example of corporate cooptation. Cooptation theory conceptualizes the commer-cial marketplace as an ideological force that assimilates the symbols and practices of a counterculture into dominant norms. Their alternative argument is that co-optation can generate a countervailing market response that actively promotes the oppositional aspects of a counterculture attenuated by the process of commercial mainstreaming. They analyze community supported agriculture (CSA), which has emerged in response to the corporate cooptation of the organic food movement. They conclude by discussing how tacit politi-cal ideologies structure consumption communities.


Craig Thompson and Gokcen Coskuner-Balli (2007) ,"Countervailing Market Responses to Corporate Co-Optation and the Ideological Re-Cruitment of Consumption Communities", in E - European Advances in Consumer Research Volume 8, eds. Stefania Borghini, Mary Ann McGrath, and Cele Otnes, Duluth, MN : Association for Consumer Research, Pages: 527-530.


Craig Thompson, University of Wisconsin, USA
Gokcen Coskuner-Balli, University of Wisconsin, USA


E - European Advances in Consumer Research Volume 8 | 2007

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