Forum for Science, Industry and Business

Sponsored by:     3M 
Search our Site:

 

The anti-consumption movement: Researchers examine resistance to global brands

18.06.2009
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."

Rohit Varman and Russell W. Belk. "Nationalism and Ideology in an Anti-Consumption Movement." Journal of Consumer Research: December 2009 (published online June 2, 2009).

Mary-Ann Twist | EurekAlert!
Further information:
http://www.wisc.edu

More articles from Studies and Analyses:

nachricht Do microplastics harbour additional risks by colonization with harmful bacteria?
05.04.2018 | Leibniz-Institut für Ostseeforschung Warnemünde

nachricht Rutgers-led innovation could spur faster, cheaper, nano-based manufacturing
14.02.2018 | Rutgers University

All articles from Studies and Analyses >>>

The most recent press releases about innovation >>>

Die letzten 5 Focus-News des innovations-reports im Überblick:

Im Focus: Spider silk key to new bone-fixing composite

University of Connecticut researchers have created a biodegradable composite made of silk fibers that can be used to repair broken load-bearing bones without the complications sometimes presented by other materials.

Repairing major load-bearing bones such as those in the leg can be a long and uncomfortable process.

Im Focus: Writing and deleting magnets with lasers

Study published in the journal ACS Applied Materials & Interfaces is the outcome of an international effort that included teams from Dresden and Berlin in Germany, and the US.

Scientists at the Helmholtz-Zentrum Dresden-Rossendorf (HZDR) together with colleagues from the Helmholtz-Zentrum Berlin (HZB) and the University of Virginia...

Im Focus: Gamma-ray flashes from plasma filaments

Novel highly efficient and brilliant gamma-ray source: Based on model calculations, physicists of the Max PIanck Institute for Nuclear Physics in Heidelberg propose a novel method for an efficient high-brilliance gamma-ray source. A giant collimated gamma-ray pulse is generated from the interaction of a dense ultra-relativistic electron beam with a thin solid conductor. Energetic gamma-rays are copiously produced as the electron beam splits into filaments while propagating across the conductor. The resulting gamma-ray energy and flux enable novel experiments in nuclear and fundamental physics.

The typical wavelength of light interacting with an object of the microcosm scales with the size of this object. For atoms, this ranges from visible light to...

Im Focus: Basel researchers succeed in cultivating cartilage from stem cells

Stable joint cartilage can be produced from adult stem cells originating from bone marrow. This is made possible by inducing specific molecular processes occurring during embryonic cartilage formation, as researchers from the University and University Hospital of Basel report in the scientific journal PNAS.

Certain mesenchymal stem/stromal cells from the bone marrow of adults are considered extremely promising for skeletal tissue regeneration. These adult stem...

Im Focus: Like a wedge in a hinge

Researchers lay groundwork to tailor drugs for new targets in cancer therapy

In the fight against cancer, scientists are developing new drugs to hit tumor cells at so far unused weak points. Such a “sore spot” is the protein complex...

All Focus news of the innovation-report >>>

Anzeige

Anzeige

VideoLinks
Industry & Economy
Event News

Invitation to the upcoming "Current Topics in Bioinformatics: Big Data in Genomics and Medicine"

13.04.2018 | Event News

Unique scope of UV LED technologies and applications presented in Berlin: ICULTA-2018

12.04.2018 | Event News

IWOLIA: A conference bringing together German Industrie 4.0 and French Industrie du Futur

09.04.2018 | Event News

 
Latest News

Magnetic nano-imaging on a table top

20.04.2018 | Physics and Astronomy

Start of work for the world's largest electric truck

20.04.2018 | Interdisciplinary Research

Atoms may hum a tune from grand cosmic symphony

20.04.2018 | Physics and Astronomy

VideoLinks
Science & Research
Overview of more VideoLinks >>>