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Protest Politics in the MarketplaceConsumer Activism in the Corporate Age$
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Caroline Heldman

Print publication date: 2017

Print ISBN-13: 9781501709203

Published to Cornell Scholarship Online: May 2018

DOI: 10.7591/cornell/9781501709203.001.0001

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“We are the 99%”

“We are the 99%”

Contemporary Consumer Activism

(p.54) 2 “We are the 99%”
Protest Politics in the Marketplace

Caroline Heldman

Cornell University Press

This chapter examines the contemporary era of consumer activism in the U.S. that started in the mid-2000s with the advent of social media. Contemporary consumer activism is distinct in its ease of use, transnational focus, effectiveness, and popularity. Americans have become more politically active through the marketplace in the past decade, and this has altered the way companies do business. The chapter concludes that the current era of marketplace activism strengthens democracy through higher rates of participation in the marketplace for political ends.

Keywords:   Consumer activism, democracy, social media, transnational, Occupy Wall Street, political participation

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