| Abstract: | Social networks are typically associated with recruitment tactics. In this article, I offer an additional perspective on social networks as a constraint to social change and an under‐recognized challenge to reducing consumption. I draw on 45 interviews with: voluntary simplifiers, religious environmentalists, and green home owners. Informants, failing to withdraw from gift‐giving networks, instead (1) negotiate a reduction in gift giving, (2) green gift giving, and (3) attempt to transform gift giving into a tactic for lifestyle change. Rather than viewing social networks as channels for cultural cohesion, I argue that we need to better conceptualize the way culture and networks are co‐constituted by tactics of influence within areas of contention. |
