The Power of Speech: Consumer Movements’ Discursive Strategies in Digital Mobilization

The digitalization of social movements in general, and consumers’ movements in particular, is changing the traditional dynamics of contestation. Studying a two-year online consumer movement to save a famous French museum from closure, we show how rhetorical strategies played a key role in the successful mobilization of actors.


Damien Chaney and Déborah Philippe (2019) ,"The Power of Speech: Consumer Movements’ Discursive Strategies in Digital Mobilization", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 501-502.


Damien Chaney, South Champagne Business School, France
Déborah Philippe, University of Lausanne, Switzerland


NA - Advances in Consumer Research Volume 47 | 2019

Share Proceeding

Featured papers

See More


The "Healthy=Lighter" Heuristic

Nico Heuvinck, IESEG School of Management
Yi Li, Macquarie University
Mario Pandelaere, Virginia Tech, USA

Read More


Explaining the Attraction Effect: An Ambiguity-Attention-Applicability Framework

Sharlene He, Concordia University, Canada
Brian Sternthal, Northwestern University, USA

Read More


Placing Identity into the Self-Concept: The Role of Causal Beliefs in Identity-Based Consumption

Stephanie Chen, London Business School, UK
Oleg Urminsky, University of Chicago, USA

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.