Fight for Respect! Exploring Digital Activism among Cosplayers through Consumer Resistance Based on Foucauldian Theory
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Abstract
Objective: drawing from digital consumer activism and the Foucauldian concept of resistance, the aim of this research is to analyze how cosplayers’ digital activism governs their online interactions. Method: the ethnographic Foucauldian genealogy was carried out over a four-and-a-half-year data collection period. Results: our analysis revealed the Fight for Respect dispositif, when cosplayers’ digital activism represents the exercise of multiple resistances assembled to organize themselves through digital activism to establish care of the self and others. It is described by how consumers encompass several levels when dealing with attacks against themselves or their peers: from a proposal for coexistence — Agenda; to a desire for change — Protests; and reaching a position of rupture — Riot. Conclusion: the study highlights how consumer activism carried out virtually by a specific and engaged audience is capable of continually re-elaborating digital marketing relationships. Such activism opposes a dark-side activism, reiterating the importance of researchers and marketing managers paying attention to the curtailment or manifestation of pride in ontological conditions that are typically attacked in the digital environment.
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Moura, B. M., & Souza-Leão, A. L. M. de. (2025). Fight for Respect! Exploring Digital Activism among Cosplayers through Consumer Resistance Based on Foucauldian Theory. Brazilian Administration Review, 21(Supplement), e240120. https://doi.org/10.1590/1807-7692bar2024240120
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Research Articles
This work is licensed under a Creative Commons Attribution 4.0 International License.
References
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Arnould, E. J., & Wallendorf, M. (1994). Market-oriented ethnography: Interpretation building and marketing strategy formulation. Journal of marketing research, 31(4), 484-504. https://doi.org/10.1177/002224379403100404
Atkins, J. (2022). The new normal: Activist handmaids and cosplay choreographies in Trump’s America. European Journal of American Culture, 41(2), 187-208. https://doi.org/10.1386/ejac_00071_1
Audy Martínek, P., Caliandro, A., & Denegri-Knott, J. (2023). Digital practices tracing: studying consumer lurking in digital environments. Journal of Marketing Management, 39(3-4), 244-274. https://doi.org/10.1080/0267257X.2022.2105385
Bhattacharjee, A., Berger, J., & Menon, G. (2014). When identity marketing backfires: Consumer agency in identity expression. Journal of Consumer Research, 41(2), 294-309. https://doi.org/10.1086/676125
Brouard, M., et al. (2023). “Upload your impact”: Can digital enclaves enable participation in racialized markets?. Journal of Public Policy & Marketing, 42(1), 56-73. https://doi.org/10.1177/07439156221130960
Carrington, M. J., & Ozanne, J. L. (2022). Becoming through contiguity and lines of flight: The four faces of celebrity-proximate assemblages. Journal of Consumer Research, 48(5), 858-884. https://doi.org/10.1093/jcr/ucab026
Cova, B., & Cova, V. (2012). On the road to prosumption: Marketing discourse and the development of consumer competencies. Consumption Markets & Culture, 15(2), 149-168. https://doi.org/10.1080/10253866.2012.654956
Cronin, J., & Hopkinson, G. (2018). Bodysnatching in the marketplace: Marketfocused health activism and compelling narratives of dys-appearance. Marketing Theory, 18(3), 269-286. https://doi.org/10.1177/1470593117740754
De Mello, R. R., De Almeida, S. O., & Dalmoro, M. (2021). The emperor’s new cosplay: the agency of an absent material on the consumption experience. Consumption Markets & Culture, 24(3), 241-261. https://doi.org/10.1080/10253866.2020.1756268
Denegri-Knott, J., Nixon, E., & Abraham, K. (2018). Politicising the study of sustainable living practices. Consumption Markets & Culture, 21(6), 554-573. https://doi.org/10.1080/10253866.2017.1414048
Denegri-Knott, J., & Tadajewski, M. (2017). Sanctioning value: The legal system, hyper-power and the legitimation of MP3. Marketing Theory, 17(2), 219-240. https://doi.org/10.1177/1470593116677766
Denzin, N.K. (1970). The research act: A theoretical introduction to sociological methods. Aldine.
Discetti, R., & Anderson, M. (2023). Hybrid consumer activism in Fairtrade Towns: exploring digital consumer activism through spatiality. Consumption Markets & Culture, 26(4), 280-297. https://doi.org/10.1080/10253866.2022.2144265
El Jurdi, H., Moufahim, M., & Dekel, O. (2022). “They said we ruined the character and our religion”: authenticity and legitimation of hijab cosplay. Qualitative Market Research: An International Journal, 25(1), 43-59. http://dx.doi.org/10.1108/QMR-01-2021-0014
Foucault, M. (2001). Questions of Method. In: J. D. Faubion (Ed.), Power: Essential Works of Michel Foucault (vol. 3, pp. 223-238). Allen Lane.
Foucault, M. (2006). The history of sexuality, vol. 1: The Will to Knowledge. Penguin.
Foucault, M. (2007), Security, Territory, Population: Lectures at the College De France, 1977–1978. Palgrave.
Foucault, M. (2008). The birth of biopolitics: lectures at the Collège de France, 1978-1979. Springer.
Foucault, M. (2011). The courage of truth. Springer. Foucault, M. (2012). The history of sexuality, vol. 3: The care of the self. Palgrave Macmillan.
Foucault, M. (2014). On the government of the living: lectures at the Collège de France (1979-1980). Palgrave Macmillan.
Franco, P. (2022). The Consumer Culture Theory (CCT) Research Tradition and Digital Marketing. In The SAGE Handbook of Digital Marketing, (pp. 118-135).
Gn, J. (2011). Queer simulation: The practice, performance and pleasure of cosplay. Continuum, 25(4), 583-593. https://doi.org/10.1080/10304312.2011.582937
Hanna, P. (2013). A break from ‘reality’: An investigation into the ‘experiments with subjectivity’on offer within the promotion of sustainable tourism in the UK. Journal of Consumer Culture, 13(3), 366-386. https://doi.org/10.1177/1469540513485270
Hawkins, R. A. (2010). Boycotts, buycotts and consumer activism in a global context: An overview. Management & Organizational History, 5(2), 123-143. https://doi.org/10.1177/1744935910361644
Hine, C. (2020). Ethnography for the internet: Embedded, embodied and everyday. Routledge.
Hollenbeck, C. R., & Zinkhan, G. M. (2006). Consumer activism on the internet: The role of anti-brand communities. Advances in Consumer Research, 33, 479.
Jenkins, H. (2012). Superpowered Fans: The many worlds of San Diego’s Comic-Con. Boom: A Journal of California, 2(2), 22-36. https://doi.org/10.1525/boom.2012.2.2.22
Jones, H., & Hietanen, J. (2023). The r/wallstreetbets ‘war machine’: Explicating dynamics of consumer resistance and capture. Marketing Theory, 23(2), 225-247. https://doi.org/10.1177/14705931221114172
Kedzior, R., & Allen, D. E. (2016). From liberation to control: Understanding the selfie experience. European Journal of Marketing, 50(9/10), 1893-1902. https://doi.org/10.1108/EJM-07-2015-0512
Kozinets, R. V. (2002). Can consumers escape the market? Emancipatory illuminations from burning man. Journal of Consumer research, 29(1), 20-38. https://doi.org/10.1086/339919
Kozinets, R. V. (2020). Netnography: The essential guide to qualitative social media research. Doing ethnographic research online. Sage.
Kozinets, R. V., & Jenkins, H. (2022). Consumer movements, brand activism, and the participatory politics of media: A conversation. Journal of Consumer Culture, 22(1), 264-282. https://doi.org/10.1177/14695405211013993
Kozinets, R. V., Scaraboto, D., & Parmentier, M. A. (2018). Evolving netnography: How brand auto-netnography, a netnographic sensibility, and more-than-human netnography can transform your research. Journal of Marketing Management, 34(3-4), 231-242. https://doi.org/10.1080/0267257X.2018.1446488
Kozinets, R. V., & Seraj-Aksit, M. (2024). Everyday activism: an AI-assisted netnography of a digital consumer movement. Journal of Marketing Management, 40(3-4), 347-370. https://doi.org/10.1080/0267257X.2024.2307387
Kumar, B., & Dholakia, N. (2022). Firms enabling responsible consumption: A netnographic approach. Marketing Intelligence & Planning, 40(3), 289-309. http://dx.doi.org/10.1108/MIP-09-2018-0387
Lamerichs, N. (2023). Cosplay: A History. American Journal of Play, 15(1), 115-116.
Leban, M., Thomsen, T. U., von Wallpach, S., & Voyer, B. G. (2021). Constructing personas: How high-net-worth social media influencers reconcile ethicality and living a luxury lifestyle. Journal of Business Ethics, 169(2), 225-239. https://link.springer.com/article/10.1007%2Fs10551-020-04485-6
Lekakis, E. J. (2022). Consumer activism: Promotional culture and resistance. Sage. Mikkonen, I., & Bajde, D. (2013). Happy Festivus! Parody as playful consumer resistance. Consumption Markets & Culture, 16(4), 311-337. https://doi.org/10.1080/10253866.2012.662832
Minocher, X. (2019). Online consumer activism: Challenging companies with Change.org. New Media & Society, 21(3), 620-638. https://doi.org/10.1177/1461444818803373
Moura, B. M., & de Souza-Leão, A. L. M. (2023). Cosplay aesthetics: Fans poach for a beautiful life. Revista FAMECOS, 30(1), 1-16. https://www.doi.org/10.15448/1980-3729.2023.1.43130
Moura, B. M., & Souza-Leão, A. L. M. D. (2024). Avatar of the self: Governing metabody elaborated based on embodiments of consumption. Revista Brasileira de Gestão de Negócios, 26(1), 1-27. https://doi.org/10.7819/rbgn.v26i01.4248
Muraro, I. S., Thorson, K., & Huddleston, P. T. (2023). Spurring and sustaining online consumer activism: the role of cause support and brand relationship in microlevel action frames. Journal of Brand Management, 30(5), 461-477. https://doi.org/10.1057/s41262-023-00322-z
Penãloza, L., & Price, L. L. (1993). Consumer resistance: A conceptual overview. Advances in consumer research, 20(1).
Roux, D. (2007). Consumer resistance: Proposal for an integrative framework. Recherche et Applications en Marketing (English Edition), 22(4), 59-79. https://doi.org/10.1177/205157070702200403
Roux, D., & Belk, R. (2019). The body as (another) place: Producing embodied heterotopias through tattooing. Journal of Consumer Research, 46(3), 483-507. https://doi.org/10.1093/jcr/ucy081
Shankar, A., Cherrier, H., & Canniford, R. (2006). Consumer empowerment: a Foucauldian interpretation. European Journal of Marketing, 40(9/10), 1013-1030. https://doi.org/10.1108/03090560610680989
Shankar, V., Grewal, D., Sunder, S., Fossen, B., Peters, K., & Agarwal, A. (2022). Digital marketing communication in global marketplaces: A review of extant research, future directions, and potential approaches. International Journal of Research in Marketing, 39(2), 541-565. https://doi.org/10.1016/j.ijresmar.2021.09.005
Schneider-Kamp, A., & Askegaard, S. (2021). Do you care or do I have a choice? Expert authority and consumer autonomy in medicine consumption. Consumption Markets & Culture, 24(5), 419-438. https://doi.org/10.1080/10253866.2020.1814260
Schwarzkopf, S. (2022). Market research as ascetic detachment: product testing in a German market test town. In Market Detachment (pp. 23-36). Routledge.
Seregina, A. (2020). Undoing gender through performing the other. In Gender After Gender in Consumer Culture (pp. 148-167). Routledge.
Seregina, A., & Weijo, H. A. (2017). Play at any cost: How cosplayers produce and sustain their ludic communal consumption experiences. Journal of Consumer Research, 44(1), 139-159. http://dx.doi.org/10.1093/jcr/ucw077
Souza-Leão, A. L. M. D., Ferreira, B. R. T., & Moura, B. M. (2022). Commitment to freedom: A fannish struggle for the representativeness of political identities. Revista Brasileira de Gestão de Negócios, 24(4), 638-654. https://doi.org/10.7819/rbgn
Souza-Leão, A. L. M. D., & Lopes, M. A. D. S. (2023). Favela won!-Resistance conveyed in bregafunk music videos. Cadernos EBAPE. BR, 21(4), e2022-0124. https://doi.org/10.1590/1679-395120220124x
Swimberghe, K., Flurry, L. A., & Parker, J. M. (2011). Consumer religiosity: Consequences for consumer activism in the United States. Journal of Business Ethics, 103, 453-467. https://doi.org/10.1007/s10551-011-0873-2
Tadajewski, M. (2011). Producing historical critical marketing studies: theory, method and politics. Journal of Historical Research in Marketing 3(4), 549–575. http://dx.doi.org/10.1108/17557501111183662
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