Deviance, dissonance, and d́tournement: Culture jammers' use of emotion in consumer resistance

Jennifer Sandlin, Jamie L. Callahan

Research output: Contribution to journalArticle

34 Scopus citations


Because emotion plays such a large part in the creation of the hegemony of consumerist ideology, we contend that any complete understanding of consumer resistance movements must also take into account the role of emotion in fighting against consumerist ideologies and global corporate control. In this article, we theorize about the role emotion plays in consumer resistance social movements ĝ€" especially those using the resistance tactic of culture jamming. Drawing upon the frameworks of emotional hegemony and emotion management, we present an emotion cycle of resistance associated with consumer resistance activism. We illustrate the cycle by using examples from culture jamming enacted by groups such as Adbusters and Reverend Billy and the Church of Stop Shopping.

Original languageEnglish (US)
Pages (from-to)79-115
Number of pages37
JournalJournal of Consumer Culture
Issue number1
Publication statusPublished - 2009



  • Consumer resistance
  • Consumer social movements
  • Culture jamming
  • Emotion management
  • Sociology of emotion

ASJC Scopus subject areas

  • Business and International Management
  • Marketing
  • Economics and Econometrics
  • Sociology and Political Science
  • Social Psychology

Cite this