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Digitizing Consumer Activism: A Thematic Analysis of Jezebel.com
Abstract
Charting connections between consumer protest, feminist activism and affordances of digital media, this chapter argues that social media and blogging platforms are becoming instrumental in creating new spaces for feminist action. Women's blog Jezebel (www.jezebel.com) has been chosen as a case study to examine how feminist bloggers use the dialogical environments of digital media to construct narratives of involvement in consumer culture. The chapter provides a critical overview of the major thematic categories identified on Jezebel. Such an analysis is particularly important for situating the blogosphere as a site of ongoing cultural negotiations while marking the limits of feminist consumer mobilization under the conditions of neoliberalism. The chapter concludes with the discussion of how Jezebel.com establishes a feminist networked space where bloggers construct diverse narratives of consumer activism.
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