Rhetorical Strategies of Consumer Activists: Reframing Market Offers to Promote Change
| Autor | Daiane Scaraboto - Severino Joaquim Nunes Pereira |
| Cargo | Pontificia Universidad Católica de Chile, Escuela de Administración - Universidade Federal Rural do Rio de Janeiro |
Available online at
http://www.anpad.org.br/bar
BAR, Rio de Janeiro, v. 10, n. 4, art. 2,
pp. 389-414, Oct./Dec. 2013
Rhetorical Strategies of Consumer Activists: Reframing Market
Offers to Promote Change
Daiane Scaraboto
E-mail address: dscaraboto@uc.cl
Pontificia Universidad Católica de Chile - Escuela de Administración
Escuela de Administración, Campus San Joaquín, Vicuña Mackenna, 486 0, Macul, Santiago, Chile.
Severino Joaquim Nunes Pereira
E-mail address: bill.pereira4@gmail.com
Universidade Federal Rural do Rio de Janeiro
Av. Governador Roberto Silveira, Centro, 26285-060, Nova Iguaçu, RJ, B razil.
Received 24 October 2012; received in revised form 5 April 2013 (this paper has been with the
authors for two revisions); accepted 18 April 2013; published online 1st October 2013.
D. Scaraboto, S. J. N. Pereira 390
BAR, Rio de Janeiro, v. 10, n. 4, art. 2, pp. 389-414, Oct./Dec. 2013 www.anpad.org.br/b ar
Abstract
Consumer researchers have most frequently looked at the influence the marketplace has on consumers’ identity
projects, while the reverse process – how consumers’ identity projects influence the marketplace and general
culture – is an important issue that has received less attention. Aiming to contribute to the development of this
literature, we conduct a qualitative netnographic investigation of the Fat Acceptance Movement, a n online-based
movement led by consumer-activists who attempt to change societal attitudes about people who are fat. Our
main goal is, therefore, to investi gate how consumer activists who congregate online, that is, cyberactivists,
reframe market offers while attempting to promote market and cultural change. We identify several rhetorical
strategies employed by online consumer activists in their quests to change themselves, other consumers, and the
broader culture. Our findings advance co nsumer research on ho w consumers may mobilize resources to initiate
and promote self-, market-, and cultural transformations.
Key words: online activism; consumer identity; change; netnography; rhetorical strategie s.
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