[Commlist] New book: Consumer Activism: Promotional Culture and Resistance

New book: Consumer Activism: Promotional Culture and Resistance

Consumer Activism is a comprehensive and innovative exploration of the 
complexities and dilemmas of using the marketplace as an arena for 
politics. It explores the media and economic logics which privilege 
elite activists; the opportunities to resist and redirect promotional 
culture; consumer activism as collective and community-building; the 
politicisation of celebrity influencers; the centrality of digital media 
technology; a range of transnational case studies pushing the field 
beyond the Global North.

Consumers of the world, unite! /Consumer Activism/ is both an excellent 
intellectual reference and a savvy guide for educators and students. 
Eleftheria Lekakis reminds us that as consumers, we can do much more 
than just buy our way out of social or political problems. Through 
creative and collective efforts, consumers can work to end unfair and 
inequitable market practices, and can promote concerted action on such 
major issues as climate change, racial justice or women’s rights. Rich 
with key concepts, contemporary themes, and provocative case studies, 
this book will foster necessary conversations about power and politics 
in consumer culture.

*
Melissa Aronczyk
*
*
Associate Professor of Media Studies, Rutgers University
*
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This book offers a crucial intervention to both critical studies of 
consumption and action research into activism. It authoritatively 
explores the complex and multiplying links between branding and 
neoliberal culture, consumer practices and social justice, and calls for 
an urgent renegotiation of ethics in response. /Consumer Activism/ will 
be an indispensable resource for research and pedagogy in the urgent 
years ahead, as humanity reckons with the effects climate change, 
deepening inequality, and increasingly feverish consumption.

*
Mehita Iqani
*
*
South African Research Chair in Science Communication, Stellenbosch 
University
*
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/Consumer Activism /discusses in an interesting way the complexities of 
and dilemmas involved in using the market as an arena for politics. 
Eleftheria Lekakis argues for putting more scholarly emphasis on the 
global South and considering more systematically the role of 
nationalism, race, ethnicity, gender, feminism, and environmentalism in 
this form of activism. Thought-provoking examples on these topics are 
included in the book. Importantly, the book focuses on the role of 
celebrity and corporate promotion, and even anti-consumerist activism. 
The term “consumer solutionism” is coined to emphasis the limitations of 
consumer activism as a central means of contemporary resistance today. 
This book adds additional perspectives to the study of political 
consumerism.

*
Michele Micheletti
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*
Professor Emerita in Political Science, Stockholm University
*
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An interesting, well written, and thoughtful book that by posing 
particular emphasis on advertising and promotional communication 
addresses the complex question of why consumers, especially in wealthy 
nations, keep overconsuming by virtually ignoring the consequences on 
other people and our planet. Eleftheria Lekakis critically explores 
alternatives and opportunities for resistance by focusing on practices 
of consumer activism aimed at raising awareness and promoting more just 
and sustainable uses of the marketplace.

*
Francesca Forno
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*
Associate Professor of Sociology, University of Trento
*
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With a rich array of illustrative examples, this new book shines a light 
on consumer activism, and the myths that surround political resistance 
in promotional culture. In travelling this path, Eleftheria Lekakis 
draws on key thinkers in the field, and confronts us to ask: to what 
extent are consumers agents of change? And, has the very idea of ‘social 
change’ been harnessed and commodified by advertisers? This unflinching 
book provokes us to think about the ways social justice, ethics and 
diversity are embedded within the symbolic ambiguities of an immersive 
market-facing society. In doing so, it is a timely challenge to naïve or 
misplaced ideas of ‘digital solutionism’. Teachers and students alike 
will find this book a valuable resource that opens new research 
trajectories.

*
Kristin Demetrious
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Associate Professor of Communication at Deakin University
*
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What is consumer activism? Does it contribute to ethical or sustainable 
consumption? What are the related actors and factors associated with 
this phenomena? Under which manifestations of injustice is it salient? 
This book adopts a consumer culture theory perspective to address 
comprehensively, critically and scientifically those important questions 
for our societies. The author, Eleftheria Lekakis, reviews and discusses 
systematically the phenomenon of consumer activism through its main 
contemporary mobilizations for nationalistic (racial/ ethnic), gender 
(feminist/queer) and environmental (green/ sustainable) causes. This 
book provides both a critical review and a concrete guideline for 
academics and practitioners.

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Charlotte Gaston-Breton
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Full Professor in Marketing, ESCP Business School
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