Resisting Financial Consumer Responsibilization Through Community Counter-Conduct.

CONSUMER attitudes; RESPONSIBILITY; CONSUMER ethics; CONSUMER behavior; GOVERNMENTALITY

This paper investigates Street Fight Radio's consumer community's resistance to neoliberal financial consumer responsibilization. Extant scholarship critiques consumer responsibilization on ethical grounds for placing too much responsibility on consumers at the expense of institutional actors. It also describes some forms of aversion to parts of the responsibilization process among individuals and short-lived consumer collectives. However, it falls short of analyzing community-driven resistance to financial consumer responsibilization writ large, or consumers' efforts to responsibilize other stakeholders. Our netnographic and ethnographic study of Street Fight Radio (SFR), a populist grassroots political comedy radio show and podcast with a strong anti-neoliberal consumer community, addresses these previous theoretical limitations. Drawing from Foucault's counter-conduct concept, we show how SFR's consumer community bolsters and sustains community-level resistance to financial consumer responsibilization. It encourages consumers to push for collective protections from markets and responsibilize other actors to address systemic, structural precarity. Our analysis makes novel contributions by theorizing the role of community in sustaining resistance to consumer responsibilization and by demonstrating the role of precarious consumers' performative staging of supposedly excessive, irresponsible consumption in reorienting consumer ethics. [ABSTRACT FROM AUTHOR]

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