Political Ideology in Consumer Resistance: Analyzing Far-Right Opposition to Multicultural Marketing
(2020) In Journal of Public Policy & Marketing 39(4). p.477-493- Abstract
- Political ideologies of the far-right are gaining ground in world politics and culture, not least by way of market forces. It has therefore become urgent to understand how these ideologies manifest themselves in the fields of marketing and consumption at a sociocultural level. The authors explore the discursive efforts in far-right consumer resistance to advance a political agenda through protests directed at brands’ multicultural advertising and analyze how these consumers conceptualize their adversaries in the marketplace. In contrast to previous framings of adversaries identified in consumer research, where resistance is typically anticapitalist and directed toward firms’ unethical conduct or the exploitation by the global market... (More)
- Political ideologies of the far-right are gaining ground in world politics and culture, not least by way of market forces. It has therefore become urgent to understand how these ideologies manifest themselves in the fields of marketing and consumption at a sociocultural level. The authors explore the discursive efforts in far-right consumer resistance to advance a political agenda through protests directed at brands’ multicultural advertising and analyze how these consumers conceptualize their adversaries in the marketplace. In contrast to previous framings of adversaries identified in consumer research, where resistance is typically anticapitalist and directed toward firms’ unethical conduct or the exploitation by the global market economy per se, the authors find that the following discursive themes stand out in the far-right consumer resistance: the emphasis on the state as main antagonist, the indifference to capitalism as a potential adversary, and overt contestation of liberal ethics. The article concludes with a discussion of research contributions as well as the public policy and marketing implications in light of a growing far-right consumer culture. (Less)
Please use this url to cite or link to this publication:
https://lup.lub.lu.se/record/c17b8282-0e18-4ab2-9b89-74ddff9aa62c
- author
- Ulver, Sofia LU and Laurell, Christofer
- organization
- publishing date
- 2020-08-20
- type
- Contribution to journal
- publication status
- published
- subject
- keywords
- advertising, Consumer culture, consumer resistance, Far Right, multicultural marketing, Multiculturalism, political consumption, political Ideology, advertising, consumer culture, consumer resistance, far right, multicultural marketing, multiculturalism, political consumption, political ideology
- in
- Journal of Public Policy & Marketing
- volume
- 39
- issue
- 4
- pages
- 17 pages
- publisher
- SAGE Publications
- external identifiers
-
- scopus:85089581081
- ISSN
- 0743-9156
- DOI
- 10.1177/0743915620947083
- project
- The Multicultural Imaginary
- language
- English
- LU publication?
- yes
- id
- c17b8282-0e18-4ab2-9b89-74ddff9aa62c
- date added to LUP
- 2020-08-21 15:37:23
- date last changed
- 2023-09-10 08:36:59
@article{c17b8282-0e18-4ab2-9b89-74ddff9aa62c,
abstract = {{Political ideologies of the far-right are gaining ground in world politics and culture, not least by way of market forces. It has therefore become urgent to understand how these ideologies manifest themselves in the fields of marketing and consumption at a sociocultural level. The authors explore the discursive efforts in far-right consumer resistance to advance a political agenda through protests directed at brands’ multicultural advertising and analyze how these consumers conceptualize their adversaries in the marketplace. In contrast to previous framings of adversaries identified in consumer research, where resistance is typically anticapitalist and directed toward firms’ unethical conduct or the exploitation by the global market economy per se, the authors find that the following discursive themes stand out in the far-right consumer resistance: the emphasis on the state as main antagonist, the indifference to capitalism as a potential adversary, and overt contestation of liberal ethics. The article concludes with a discussion of research contributions as well as the public policy and marketing implications in light of a growing far-right consumer culture.}},
author = {{Ulver, Sofia and Laurell, Christofer}},
issn = {{0743-9156}},
keywords = {{advertising; Consumer culture; consumer resistance; Far Right; multicultural marketing; Multiculturalism; political consumption; political Ideology; advertising; consumer culture; consumer resistance; far right; multicultural marketing; multiculturalism; political consumption; political ideology}},
language = {{eng}},
month = {{08}},
number = {{4}},
pages = {{477--493}},
publisher = {{SAGE Publications}},
series = {{Journal of Public Policy & Marketing}},
title = {{Political Ideology in Consumer Resistance: Analyzing Far-Right Opposition to Multicultural Marketing}},
url = {{http://dx.doi.org/10.1177/0743915620947083}},
doi = {{10.1177/0743915620947083}},
volume = {{39}},
year = {{2020}},
}