Author
Kozinets, R. V., Seraj-Akşit, Zeynep Mina
Publication Date
2024-01
Publication Place
-
Taylor & Francis
Subject
Consumer activism, Consumer movements, Digital activism, Netnography, Social media activism
Type
Periodical
Language
English
Digital
Yes
Manuscript
No
Library
Özyeğin University
Library Asset ID
2-s2.0-85183060115
Record ID
511cf92c-73aa-4087-b340-76b477663f54
Library Location
Business Administration
Date
2024-01
Sample Text
Prior studies have tended to focus on the figure of consumer movements rather than the ground from which they arise. This AI-assisted netnography interprets data from the WallStreetBets (WSB) subreddit during the GameStop short squeeze and for a period of 2.5 years afterwards. Analysis reveals an intimate relationship between the subreddit and portrayals of participants’ everyday lives, connecting financial strategies to jokes, memes, banter, and personal anecdotes. Collective identities are forged through discussions of life situations, populist counternarratives, shared cultural referents, and self-deprecation. Findings reveal digital activism ranging from the everyday and transitional to the extraordinary, bridging literatures on fluid consumer movements with everyday politics. Results affirm the value of collective identification to digital activism and suggest conceptual linkages to participatory culture and infinite gameplay. © 2024 Westburn Publishers Ltd.
DOI
10.1080/0267257X.2024.2307387
Cilt
40
