Marketplace cultures for social change? New social movements and consumer culture theory

Although culturally oriented consumer research has examined the impact of consumer movements and consumer activism on lifestyle and group consumption, the interrelationships between consumer culture theory and new social movements has remained unexplored. Contrasting and critically discussing the activities and aims of consumer and new social movements, this study indicates that new social movements have both a subtle and direct impact upon the central theoretical pillars of Consumer Culture Theory. Exploring two urban social movements, as mini-case studies, this paper shows and critically discusses how protesters’ activities shaped a) spaces of marketplace cultures, b) consumer ideology and c) the macro-institutions that influence consumption. The findings can prompt scholars to rethink and re-imagine CCT through the prism of politics and collective demands for social change.