TY - JOUR
AU - Corciolani, Matteo
AB - International Journal of Market Research Vol. 50 No. 6, 2008 p.757–775 Collective forms of resistance: the transformative power of moderate communities 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. The case of BookCrossing, discussed in this paper, is interesting because it portrays a moderate form of communal resistance and its transformative capabilities. Resistance communities can be seen as 'moderate' entities that are integrated into the market, made up of ordinary people (not all of them are activists, or extremists) with more diverse objectives. Even 
TI - Collective Forms of Resistance: The Transformative Power of Moderate Communities
JF - International Journal of Market Research
DO - 10.2501/S1470785308200195
DA - 2008-11-01
UR - https://www.deepdyve.com/lp/sage/collective-forms-of-resistance-the-transformative-power-of-moderate-WLe6QsBkxI
SP - 757
EP - 775
VL - 50
IS - 6
DP - DeepDyve
ER -