Countervailing market responses to corporate co-optation and the ideological recruitment of consumption communities

IF 6.4 1区管理学 Q1 BUSINESS Journal of Consumer Research Pub Date : 2007-08-01 DOI:10.1086/519143

Craig J Thompson, Gokcen Coskuner-Balli

引用次数: 406

Abstract

From a conventional theoretical standpoint, the corporatization of the organic food movement is an example of co-optation. Co-optation theory conceptualizes the commercial marketplace as an ideological force that assimilates the symbols and practices of a counterculture into dominant norms. Our alternative argument is that co-optation can generate a countervailing market response that actively promotes the oppositional aspects of a counterculture attenuated by the process of commercial mainstreaming. To develop this theoretical argument, we analyze community-supported agriculture, which has emerged in response to the corporate co-optation of the organic food movement. We conclude by discussing how tacit political ideologies structure consumption communities. (c) 2007 by JOURNAL OF CONSUMER RESEARCH, Inc..

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反补贴的市场反应对企业的合作和消费群体的意识形态招募

从传统的理论观点来看，有机食品运动的公司化是一个合作的例子。合作理论将商业市场概念化为一种意识形态力量，它将反主流文化的符号和实践同化为主导规范。我们的另一种观点是，合作可以产生一种反补贴的市场反应，积极促进被商业主流化过程削弱的反主流文化的对立方面。为了发展这一理论论点，我们分析了社区支持农业，这是为了响应企业对有机食品运动的合作而出现的。最后，我们讨论了隐性政治意识形态如何构建消费社区。(c) 2007年，《消费者研究杂志》。

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来源期刊

Journal of Consumer Research BUSINESS-

CiteScore

12.00

自引率

9.70%

发文量

期刊介绍： Journal of Consumer Research, established in 1974, is a reputable journal that publishes high-quality empirical, theoretical, and methodological papers on a wide range of consumer research topics. The primary objective of JCR is to contribute to the advancement of understanding consumer behavior and the practice of consumer research. To be considered for publication in JCR, a paper must make a significant contribution to the existing body of knowledge in consumer research. It should aim to build upon, deepen, or challenge previous studies in the field of consumption, while providing both conceptual and empirical evidence to support its findings. JCR prioritizes multidisciplinary perspectives, encouraging contributions from various disciplines, methodological approaches, theoretical frameworks, and substantive problem areas. The journal aims to cater to a diverse readership base by welcoming articles derived from different orientations and paradigms. Overall, JCR is a valuable platform for scholars and researchers to share their work and contribute to the advancement of consumer research.

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