Commodity
Activism
Cultural Resistance in Neoliberal
Times
Edited
by Roopali Mukherjee and Sarah Banet-Weiser
"Commodity
activism has a long history but never has its
significance been more complex to unravel than
today, when the boundaries and direction of
political action are unclear, commercial forces
mobilize consumers’ values to secure their
emotional loyalty, and individual consumers hope
their choices mean that ‘something is being
done.’ Roopali Mukherjee and Sarah
Banet-Weiser's smart, empirically rich
and globally wide-ranging new
collection provides us with very welcome
coordinates in this difficult terrain."—Nick
Couldry, author of Why Voice Matters:
Culture and Politics After Neoliberalism
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Buying (RED) products—from Gap
T-shirts to Apple—to fight AIDS. Drinking a
“Caring Cup” of coffee at the Coffee Bean &
Tea Leaf to support fair trade. Driving a Toyota
Prius to fight global warming. All these
commonplace activities point to a central
feature of contemporary culture: the most common
way we participate in social activism is by
buying something.
Roopali Mukherjee and Sarah Banet-Weiser have
gathered an exemplary group of scholars to
explore this new landscape through a series of
case studies of “commodity activism.” Drawing
from television, film, consumer activist
campaigns, and cultures of celebrity and
corporate patronage, the essays take up examples
such as the Dove “Real Beauty” campaign, sex
positive retail activism, ABC’s Extreme Home
Makeover, and Angelina Jolie as multinational
celebrity missionary.
Exploring the complexities embedded in
contemporary political activism, Commodity
Activism reveals the workings of
power and resistance as well as citizenship and
subjectivity in the neoliberal era. Refusing to
simply position politics in opposition to
consumerism, this collection teases out the
relationships between material cultures and
political subjectivities, arguing that activism
may itself be transforming into a branded
commodity.
Roopali Mukherjee is
Associate Professor of Media Studies at the City
University of New York, Queens College, and the
author of The Racial Order of Things:
Cultural Imaginaries of the Post-Soul Era.
Sarah Banet-Weiser is
Professor in the Annenberg School for
Communication and Journalism and the Department
of American Studies and Ethnicity at the
University of Southern California. She is the
author of The Most Beautiful Girl in the
World: Beauty Pageants and National Identity, Kids
Rule! Nickelodeon and Consumer Culture,
and Authentic™: The Politics of Ambivalence
in a Brand Culture (forthcoming from NYU
Press).
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