In this fascinating article, Robert Kozinets of the University of Wisconsin and Jay Handelman of Queen's University (Ontario, Canada) apply social movement theories to the issue of such movements as anti-advertising and draw compelling connections to the early American movements of the religious activists like the 19th Century Puritans.
"We have asked in this article whether a similar culture change goal in contemporary consumer movements has led to changes in the activists' description of themselves and also to alterations in their portrayal and conception of their adversary. We must answer in the affirmative on both counts." The authors conclude: "Activists see the consumption system as the enemy and the blind and embedded consumers as an inextricable and essential part of that system. They are trying to save them, but they are also fighting against them."
From: Adversaries of Consumption: Consumer Movements, Activism, and Ideology. ROBERT V. KOZINETS and JAY M. HANDELMAN.
Journal of Consumer Research