Collective forms of resistance: the transformative power of moderate communities - evidence from the BookCrossing case

Daniele Dalli and Matteo Corciolani
University of Pisa

INTRODUCTION

This paper lies at the crossroads of two distinct streams of research: communal consumption and consumer resistance. Collective forms of consumption demonstrate that consumers need some kind of interpersonal interaction in order to fulfil their identity projects by the means of consumption. Consumer resistance shows that consumers do not passively adapt to market offerings and mass communication: they are able to react and develop personal, counter-cultural forms of consumption.

In the last ten years, scholars have developed interesting studies in the field of communal resistance: forms of resistance that go through some kind of social aggregation. In many of these studies, resistant communities have been described as more or less antagonist/alternative towards the market.