Rhetorical strategies of consumer activists: Reframing market offers to promote change

Abstract

Consumer researchers have most frequently looked at the influence the marketplace has on consumers' identity projects, while the reverse process - how consumers' identity projects influence the marketplace and general culture - is an important issue that has received less attention. Aiming to contribute to the development of this literature, we conduct a qualitative netnographic investigation of the Fat Acceptance Movement, an online-based movement led by consumer-activists who attempt to change societal attitudes about people who are fat. Our main goal is, therefore, to investigate how consumer activists who congregate online, that is, cyberactivists, reframe market offers while attempting to promote market and cultural change. We identify several rhetorical strategies employed by online consumer activists in their quests to change themselves, other consumers, and the broader culture. Our findings advance consumer research on how consumers may mobilize resources to initiate and promote self-, market-, and cultural transformations.