Featured Research

from universities, journals, and other organizations

The Anti-consumption Movement: Researchers Examine Resistance To Global Brands

Date:
June 15, 2009
Source:
University of Chicago Press Journals
Summary:
What motivates people to rebel against global brands -- or consumption in general? A new study in the Journal of Consumer Research examines the connection between nationalism and the anti-consumption movement in India.

What motivates people to rebel against global brands—or consumption in general? A new study in the Journal of Consumer Research examines the connection between nationalism and the anti-consumption movement in India.

Authors Rohit Varman (Indian Institute of Management, Calcutta) and Russell W. Belk (York University, Toronto) examined a movement against Coca-Cola based in the village of Mehdiganj in the Indian state of Uttar Pradesh. They found that the movement employs a version of the nationalist ideology of swadeshi, an ideology that has been associated with Ghandhi and the overthrow of British colonialism.

"According to swadeshi, indigenous goods should be preferred by consumers even if they are more expensive and inferior in quality," write the authors. "The contemporary processes of globalization have again unleashed a resurgence of opposition, this time involving neo-nationalism. As a result, the ideology of swadeshi continues to shape the ongoing debate about the concept of nationhood in India."

The researchers examined the practices of organizations involved in the struggle against Coca Cola. They conducted interviews with activists, villagers, and Coca Cola workers and managers. They observed protest activities and analyzed written material on the movement.

In the course of their research, the authors found that the concept of swadeshi has morphed from its origins. "Whereas Gandhi's villain was colonialist Britain symbolized by its machine production, postcolonial India faces the invasion of Western branded goods," the authors write. "The anti-consumption movement against Coca Cola in Mehdiganj is shaped by this discourse against globalization." The authors found that the anti-consumption movement invokes imagery of foreign invaders, poisoned farmland, and exploited workers.

"We offer an understanding of how prominent global brands run the risk of becoming anti-national icons of oppression," write the authors. "These results have implications for multinational corporations, policy makers, and civil society groups."


Story Source:

The above story is based on materials provided by University of Chicago Press Journals. Note: Materials may be edited for content and length.


Journal Reference:

  1. Rohit Varman and Russell W. Belk. Nationalism and Ideology in an Anti-Consumption Movement. Journal of Consumer Research, 2009;

Cite This Page:

University of Chicago Press Journals. "The Anti-consumption Movement: Researchers Examine Resistance To Global Brands." ScienceDaily. ScienceDaily, 15 June 2009. <www.sciencedaily.com/releases/2009/06/090615171726.htm>.
University of Chicago Press Journals. (2009, June 15). The Anti-consumption Movement: Researchers Examine Resistance To Global Brands. ScienceDaily. Retrieved July 24, 2014 from www.sciencedaily.com/releases/2009/06/090615171726.htm
University of Chicago Press Journals. "The Anti-consumption Movement: Researchers Examine Resistance To Global Brands." ScienceDaily. www.sciencedaily.com/releases/2009/06/090615171726.htm (accessed July 24, 2014).

Share This




More Science & Society News

Thursday, July 24, 2014

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

New Painkiller Designed To Discourage Abuse: Will It Work?

New Painkiller Designed To Discourage Abuse: Will It Work?

Newsy (July 24, 2014) The FDA approved Targiniq ER on Wednesday, a painkiller designed to keep users from abusing it. Like any new medication, however, it has doubters. Video provided by Newsy
Powered by NewsLook.com
Condemned Man's US Execution Takes Nearly Two Hours

Condemned Man's US Execution Takes Nearly Two Hours

AFP (July 24, 2014) America's death penalty debate raged Thursday after it took nearly two hours for Arizona to execute a prisoner who lost a Supreme Court battle challenging the experimental lethal drug cocktail. Duration: 00:55 Video provided by AFP
Powered by NewsLook.com
China's Ageing Millions Look Forward to Bleak Future

China's Ageing Millions Look Forward to Bleak Future

AFP (July 24, 2014) China's elderly population is expanding so quickly that children struggle to look after them, pushing them to do something unexpected in Chinese society- move their parents into a nursing home. Duration: 02:07 Video provided by AFP
Powered by NewsLook.com
TSA Administrator on Politics and Flight Bans

TSA Administrator on Politics and Flight Bans

AP (July 24, 2014) TSA administrator, John Pistole's took part in the Aspen Security Forum 2014, where he answered questions on lifting of the ban on flights into Israel's Tel Aviv airport and whether politics played a role in lifting the ban. (July 24) Video provided by AP
Powered by NewsLook.com

Search ScienceDaily

Number of stories in archives: 140,361

Find with keyword(s):
Enter a keyword or phrase to search ScienceDaily for related topics and research stories.

Save/Print:
Share:

Breaking News:
from the past week

In Other News

... from NewsDaily.com

Science News

Health News

Environment News

Technology News



Save/Print:
Share:

Free Subscriptions


Get the latest science news with ScienceDaily's free email newsletters, updated daily and weekly. Or view hourly updated newsfeeds in your RSS reader:

Get Social & Mobile


Keep up to date with the latest news from ScienceDaily via social networks and mobile apps:

Have Feedback?


Tell us what you think of ScienceDaily -- we welcome both positive and negative comments. Have any problems using the site? Questions?
Mobile: iPhone Android Web
Follow: Facebook Twitter Google+
Subscribe: RSS Feeds Email Newsletters
Latest Headlines Health & Medicine Mind & Brain Space & Time Matter & Energy Computers & Math Plants & Animals Earth & Climate Fossils & Ruins