Consumer War Machines: Explicating Dynamics of Resistance and Capture

This conceptual paper uses Deleuze and Guattariā€™s 'War Machine' concept to analyze the recent r/WallStreetBets short squeeze. Pushing against popular depictions of consumer resistance which leverage a Foucauldian rubric of power, it articulates r/WallStreetBets through a rubric of desire.


Hunter Jones and Joel Hietanen (2021) ,"Consumer War Machines: Explicating Dynamics of Resistance and Capture", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 908-908.


Hunter Jones, Aalto University School of Business
Joel Hietanen, Helsinki University


NA - Advances in Consumer Research Volume 49 | 2021

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