What is it about?
The paper explores consumer cynicism as a form of consumer resistance in online environments. Using the anti‐Christmas sites of the Internet as an empirical case, we show how consumers develop and deploy a cynical discursive strategy, creatively drawing from the story of Ebenezer Scrooge, to work on a cynical identity project, the Scrooge, that problematizes the received, highly commercialized ways of celebrating Christmas.
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Why is it important?
The paper extends the discursive power model of consumer power and resistance by building a new (Foucauldian) theoretical perspective on consumer cynicism as “politics of self”.
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This page is a summary of: Cynical identity projects as consumer resistance – the Scrooge as a social critic?, Consumption Markets & Culture, March 2011, Taylor & Francis, DOI: 10.1080/10253866.2011.541163.
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