Consumer activism
Encyclopedia
Consumer activism is activism
Activism
Activism consists of intentional efforts to bring about social, political, economic, or environmental change. Activism can take a wide range of forms from writing letters to newspapers or politicians, political campaigning, economic activism such as boycotts or preferentially patronizing...

 undertaken on behalf of consumer
Consumer
Consumer is a broad label for any individuals or households that use goods generated within the economy. The concept of a consumer occurs in different contexts, so that the usage and significance of the term may vary.-Economics and marketing:...

s, to assert consumer rights.

Objectives and tactics

Goals include making goods and services available to consumers safer, better quality, environmentally friendly, and more readily available.

The activists and consumers in the movement hope to provide security and healthy standards for employed consumers. The state should protect against profiteers, disease, unemployment, and market fluctuations. Consumer movements challenge social order and transform it through the propagation of ideologies of consumption in hopes of dramatically changing mainstream views. The ideal goal is to push consumers to question the morality of a purchased product's origins.

Consumer activist tactics can include boycott
Boycott
A boycott is an act of voluntarily abstaining from using, buying, or dealing with a person, organization, or country as an expression of protest, usually for political reasons...

s, petitioning the government, media activism, and organizing interest groups.

Notable consumer activists include Carol Foreman
Carol Foreman
Carol Foreman was an American actress best known for playing exotic villains in action serials, particularly Spider Lady in the 1948 Superman Serial.-External links:...

, Marc Kasky
Marc Kasky
Marc Kasky is a consumer activist best known for bringing a lawsuit against Nike Inc. in 1998 under a California law against false advertising and unfair competition for their advertising claims about treatment of Chinese, Indonesian and Vietnamese workers at company subcontractors.-Career:Kasky...

, Richard M. Kessel, Virginia H. Knauer, Eileen Hoats
Eileen Hoats
Eileen M. Hoats is an American consumer activist. She was elected president of the Consumer Federation of America in 1975. She also served as Executive Director of the Consumer Assembly of New York. Hoates left the New York State Consumer Protection Board in 1976 after Executive Director Rosemary...

, Ralph Nader
Ralph Nader
Ralph Nader is an American political activist, as well as an author, lecturer, and attorney. Areas of particular concern to Nader include consumer protection, humanitarianism, environmentalism, and democratic government....

, Frances Perkins
Frances Perkins
Frances Perkins , born Fannie Coralie Perkins, was the U.S. Secretary of Labor from 1933 to 1945, and the first woman appointed to the U.S. Cabinet. As a loyal supporter of her friend, Franklin D. Roosevelt, she helped pull the labor movement into the New Deal coalition...

, Michael Pertschuk
Michael Pertschuk
Michael Pertschuk is a consumer and public health advocate, author and former government official. He served as consumer counsel and later chief counsel and staff director to the U.S...

, Peter A. Peyser
Peter A. Peyser
Peter A. Peyser was a United States Representative from New York, serving from 1971 to 1977 as a Republican and from 1979 to 1983 as a Democrat.-Early life:He was born in Cedarhurst, Long Island and grew up there and in Manhattan...

.

Notable consumer organization
Consumer organization
Consumer organizations are advocacy groups that seek to protect people from corporate abuse like unsafe products, predatory lending, false advertising, astroturfing and pollution.Consumer organizations may operate via protests, campaigning or lobbying...

s include Public Citizen
Public Citizen
Public Citizen is a non-profit, consumer rights advocacy group based in Washington, D.C., United States, with a branch in Austin, Texas. Public Citizen was founded by Ralph Nader in 1971, headed for 26 years by Joan Claybrook, and is now headed by Robert Weissman.-Lobbying Efforts:Public Citizen...

, Consumers Union
Consumers Union
Consumers Union is a non-profit organization best known as the publisher of Consumer Reports, based in the United States. Its mission is to "test products, inform the public, and protect consumers."...

, and Consumer Federation of America
Consumer Federation of America
The Consumer Federation of America is a non-profit organization founded in 1968 to advance consumer interests through research, education and advocacy....

.

Periods of Consumer Movements

Sociologist Rao denotes three eras of consumer movements in the United States: the antiadulteration movement, the rise of nonprofit consumer watchdog organizations, and the legal activism era. The ideology of this social movement reflects that of other social movements in that their goal, their adversary, and their members are all publicly made available and seen. Consumer movements developed as a form of resistance against specific marketing and industrial practices. These can include the selling of dangerous vehicles, the use of deceptive advertising, and inhumane working conditions.

Conceptions of Consumer movement

Three elements are necessary, according to Touraine, for the ideology of a social movement: identity, opposition, and totality. Identity is the self and collective identity of the members of the social movement. Opposition is the identification and description of the adversary. Totality is the indication that objectives will be achieved through struggle. This conception has been appropriate for the other movements, including the lesbian and gay, civil rights, and feminist movements.
Consumers are cast in the social movement as common people, while the activists are those leading them into the conflict with business executives and elites. Activist members do not only target corporations and attempt to change their behavior, but they seek to elevate the awareness of consumers collectively with the purpose of altering consumer culture.

Organizing Consumer Movements

Meetings of consumer movements may include encouraging reflexivity, the discussion of how consumerism is viewed by the activists and by the target audience, capitalism, and the broadcasting of the differences between the activists and most people. Some meetings falter from accomplishing set goals, such as organizing leafleting activities, and focus on accelerating the growth of reflective thinking about consumption. Most behavior was found to be focused on assigning positive meanings of awakening to the collective identity of activists.

Protests are used by the activists in the social movement in order to gain political influence. By gaining this control, new political opportunities and resources become available to the group, who can use them for their benefit. This allows for more mobilization by supporters, both inside and outside the group, to protest and get their message heard.

Revelations

Most activists were at one point similar to the people they are now reaching out to get support from and attention. The growth of a social awareness is often linked to spiritual awareness. This process allows the activist to leave their own selves behind with the smaller issues that concern them and move beyond to attain a sense of connection with others around the world. Images of detachment and distance are common emotions felt by the activists when compared to non-activists in this state. Metaphors may also be used to emphasize these comparisons.

The Opponent: Corporate Elites

The ability to have a visible, clear, and despicable target for an enemy allows for unification and mobilization of activists. Religious terms, such as David and Goliath, may also be used to help motivate others to join in the struggle. Activists may also target multiple corporations and describe them as their rival. Links have been by those within the social movement between the temptations provided by the corporate opponents and the weaknesses of public consumers.

View of Consumers

Some activists perceive the consumer public as unthinking, ignorant, and routine in their thoughts of consumption. Activist accounts describe these people as unreflective and unwilling to “consider” their habits and lifestyles. They may be believed to not insert moral or social ideas into their consumption. Other perceptions of customers are also expressed by activists, including the idea that consumers are submissive to corporations. The activists themselves may be described as dominating and oppressive to the consuming public.

Consumers Seen as Adversaries

The consuming public has the potential to become involved in the activists’ cause. However, this same public is often described as selfish and lazy by the social movement’s members. Consumers react to the movement’s message as one of elitist and overzealous, while others interpret their goals as attempts to limit free choices of the public. Dialogue amongst the activists also helps distinguish the members from the consumers. Conversations may contain stereotypical constructions that help with this differentiation.

Criticism

Opponents of consumer activism often represent business interests. Some business have brought lawsuits against consumer groups for making negative comments about their products or services. Many of the suits have been successfully defended as exercises in free speech. Some cases against consumer activists have been dismissed under anti-SLAPP laws.

Selected publications

  • Friedman M (1995). On Promoting a Sustainable Future Through Consumer Activism. Journal of Social Issues.

  • Glickman, Lawrence B.
    Lawrence B. Glickman
    Lawrence B. Glickman is an American historian, university professor and administrator and author of books and articles on consumerism. He is currently head of the History Department at the University of South Carolina, where he has taught since 1992.-Education and career:Glickman did his...

    (2009). Buying Power: A History of Consumer Activism in America. University of Chicago Press ISBN 9780226298658

  • Mayer RN (1989). The Consumer Movement: Guardians of the Marketplace. Twayne Publishing

  • Chesler MA (1991). Mobilizing consumer activism in health care: The role of self-help groups - Research in Social Movements, Conflicts and Change.

  • Kozinets RV, Handelman JM. Adversaries of Consumption: Consumer Movements, Activism, and Ideology. Journal of Consumer Research Vol. 31 • December 2004.

  • Hilton, Matthew (2008). Prosperity for All: Consumer Activism in an Era of Globalization Cornell University Press ISBN 978-0801475078

External links

The source of this article is wikipedia, the free encyclopedia.  The text of this article is licensed under the GFDL.
 
x
OK