Who becomes an online activist and why: Understanding the publics in politicized consumer activism |
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| Institution: | 1. Department of Strategic Communication, University of Miami, 5100 Brunson Dr, Coral Gables, FL 33146, USA;2. Department of Cinema and Interactive Media, University of Miami, 5100 Brunson Dr, Coral Gables, FL 33146, USA;3. Roberston School of Media and Culture, Virginia Commonwealth University, 901 West Main Street, Richmond, VA, 23284, USA;1. Department of Communication, North Carolina State University, Raleigh, NC, 27695, United States;2. School of Journalism & Media Studies, San Diego State University, San Diego, CA, 92182-4561, United States;3. School of Journalism and Communication, Tsinghua University, 119 Omnicom Building, Beijing, 100084, China;1. Department of Communication, FHWien der WKW University of Applied Sciences for Management & Communication, Waehringer Guertel 97, 1180, Vienna, Austria;2. School of AMPR, Queensland University of Technology, 2 George Street, Brisbane, 4000, Queensland, Australia;1. Massey University, New Zealand;2. Hong Kong Baptist University, Hong Kong Special Administrative Region |
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| Abstract: | This study draws attention to the emerging phenomenon of politicized consumer activism and uses public segmentation to identify the publics involved. The unique characteristics of politicized consumer activism (i.e., consumers acting for political rather than economic reasons and being driven by a political stance rather than morality or identity) render it distinct from other frameworks, such as self-interest-motivated consumer activism, political consumer activism, and consumer nationalism. To shed light on the participants involved in politicized consumer activism, the present study includes a public segmentation analysis of a case in a Chinese context. Building on the situational theory of publics (STP), this study incorporates three objective resources—economic, social, and cultural capital—as segmenting criteria. Data were collected by sending out self-administered questionnaires, resulting in 450 valid and complete questionnaires. A two-step cluster analysis identified three segments: the inactive unprivileged group (cluster 1), the moderate elites (cluster 2), and the active middle class (cluster 3). The degree of activism was lowest in cluster 1 and highest in cluster 3. The sociological significance of segmenting publics and the manifestation of the characteristics of politicized consumer activism through the segments are discussed. |
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| Keywords: | Politicized consumer activism Public segmentation Capital Situational theory of problem solving Situational theory of publics |
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