Light selves: where (and what) are the politics in consumer culture theory?

This commentary on Craig Thompson's 'Towards an Ontology of Consumers as Distributed Networks' moves beyond his emphasis on the need for CCT to embrace material-semiotic theories to reflect our dynamically interconnected world. We argue that this restates the objectivity and apoliticality of academic practice, and critique the implied 'light' versus 'heavy' selves dichotomy, arguing instead for emphasising scholars' responsibility to recognise their own heavy situatedness within the socio-cultural phenomena they study. We propose a 'heavy' CCT scholarly self, (re)integrating the political dimensions of material-semiotic theories often denuded in translation. This suggests a paradigmatic shift from 'praxeomorphic' (the observing/theorising of light academic selves) to 'praxeomorphing' (the active engagement of heavy academic selves), guiding socio-economic transformations towards equity, sustainability, and transformative change in a more politically-conscious scholarship.