Collective forms of resistance: the transformative power of moderate communities

This paper deals with collective consumer resistance – that is, organised forms of reaction against the market.

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

Daniele Dalli and Matteo CorciolaniUniversity of Pisa


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.


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