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Deviance, Dissonance, and Détournement

Culture jammers` use of emotion in consumer resistance

Arizona State University, USA, Jennifer.Sandlin{at}asu.edu

Jamie L. Callahan

Texas A&M University, USA, jcallahan{at}tamu.edu

Because emotion plays such a large part in the creation of the hegemony of consumerist ideology, we contend that any complete understanding of consumer resistance movements must also take into account the role of emotion in fighting against consumerist ideologies and global corporate control. In this article, we theorize about the role emotion plays in consumer resistance social movements — especially those using the resistance tactic of culture jamming. Drawing upon the frameworks of emotional hegemony and emotion management, we present an emotion cycle of resistance associated with consumer resistance activism. We illustrate the cycle by using examples from culture jamming enacted by groups such as Adbusters and Reverend Billy and the Church of Stop Shopping.

Key Words: consumer resistance • consumer social movements • culture jamming • emotion management • sociology of emotion

Journal of Consumer Culture, Vol. 9, No. 1, 79-115 (2009)
DOI: 10.1177/1469540508099703


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