From Individual Coping to Collective Action: Stigma Management in Online Communities

Current perspectives on stigma define it as a persistent predicament that can only be understood by multilevel approaches addressing individual and structural discrimination. Researchers have extensively investigated how consumers cope with stigma and the consequences of stigmatization. However, active, collective responses have yet to be considered. We propose that because they tend to challenge the legitimacy of existing status situations and involve the production and reappropriation of meaning, collectives fighting stigma are similar to new social movements. Through a qualitative investigation of the “Fat Acceptance Movement,” we examine how these collectives interact with marketers to promote social change and acceptance.



Citation:

Daiane Scaraboto and Eileen Fischer (2010) ,"From Individual Coping to Collective Action: Stigma Management in Online Communities", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 28-31 .

Authors

Daiane Scaraboto, Schulich School of Business, York University, Canada
Eileen Fischer, York University, Canada



Volume

NA - Advances in Consumer Research Volume 37 | 2010



Share Proceeding

Featured papers

See More

Featured

Can’t Take the Heat? Randomized Field Experiments in Household Electricity Consumption

Praveen Kumar Kopalle, Dartmouth College, USA

Read More

Featured

Financial Education and Confidence in Financial Knowledge

Stephen Atlas, University of Rhode Island
Nilton Porto, University of Rhode Island
Jing Jian Xiao, University of Rhode Island

Read More

Featured

Product Search on Crowded Retail Shelves: Impact of Vertical Product Location on Search Performance

Ana Scekic, HEC Paris, France
Selin Atalay, Frankfurt School of Finance and Management, Germany
Cathy Liu Yang, HEC Paris, France
Peter Ebbes, HEC Paris, France

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.