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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 not a Mascot”

“We are not a Mascot”

Campaigns for Social and Economic Justice

(p.74) 3 “We are not a Mascot”
Protest Politics in the Marketplace

Caroline Heldman

Cornell University Press

This chapter examines all of the national consumer activism campaigns for racial/economic rights for people of color from 2004 – 2014. These 15 campaigns involved racial discrimination, damaging stereotypes, and efforts to secure better working conditions. Almost all of these campaigns were effective in achieving their stated goal. Most of these campaigns strengthened different aspects of democracy by amplifying the political voices of the disenfranchised, furthering protection of minority rights, and preventing encroachment on civil liberties.

Keywords:   Consumer activism, racial justice, racial discrimination, racial stereotypes, worker’s rights, democracy, minority rights, political participation, civil liberties

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