Skip to main navigation menu Skip to main content Skip to site footer
##common.pageHeaderLogo.altText##

Articles

Vol. 3 No. 1 (2015)

Art Hactivism as a Form of Market Resistance

Submitted
January 31, 2014
Published
2015-04-23

Abstract

Over the past decade, marketing and consumer research texts have accorded significant attention to consumer resistance as scholars recognise the diversity of approaches that can be used in describing this phenomenon (Murray and Ozanne, 1991; Hoy, 2004; Zwick and Dholakia, 2004). This study describes the practice of ar hacktivism as a form of resistance within a consumer research context. Drawing on Michel Foucault’s model of discursive power, this paper focuses on regimes of practice in order to determine how the circulation of art hacktivism discourse is produced. The regimes of practice are explored through an analysis of practice elements such as knowledge and general understandings, skills and competences, projects, rules and teleoaffective dimensions. The preliminary findings highlight an eclectic community whose practices can be defined by using Hardt and Negri’s concept of “multitudeâ€. As a result, this paper aims to offer a better understanding of the relationship between power and resistance within the art hacktivism discourse.  Key words: art hacktivism, resistance, Foucault, practice, multitude

References

  1. Abercrombie, N., 1994. Authority and consumer society, in Keat, R., Whiteley, N. and
  2. Abercrombie, N. (Eds), The Authority of the Consumer. London: Routledge, pp. 43-57.
  3. Alvesson, M. and Deetz, S., 2000. Doing Critical Management Research. London: SAGE Publications Ltd.
  4. Alvesson, M. and Sköldberg, K. Reflexive Methodology: New Vistas for Qualitative Research. London: SAGE Publications Ltd.
  5. Alvesson, M. and Willmott, H., 1992. Making Sense of Management: A Critical Introduction. London: SAGE Publications Ltd.
  6. Arnould, E. and Thompson, C. 2005. Consumer Culture Theory (CCT): Twenty Years of Research. Journal of Consumer Research, 31(4), 868-882. Available from: http://www.jstor.org/stable/pdfplus/10.1086/426626.pdf?acceptTC=true [Accessed 12 December 2012]
  7. Barker, P., 1998. Michel Foucault: An Introduction. Edinburgh: Edinburgh University Press
  8. Barnett, C., Cloke, P., Clarke, N. and Malpass, A., 2005. Consuming Ethics: Articulating the
  9. Subjects and Spaces of Ethical Consumption. Antipode, 37(1), 23-45. Available from: http://oro.open.ac.uk/7144/1/Consuming_ethics_Antipode_revision1.pdf [Accessed 12 April 2013]
  10. Baudrillard, J., 2000. [V]ote-Auction. In Le Monde. Available from: http://www.ubermorgen.com/2005/press.html [Accessed 11 March 2013]
  11. Bauman, Z. (1988), Freedom, Open University Press, Milton Keynes.
  12. Beckett, A. and Nayak, A., 2008. The Reflexive Consumer. Marketing Theory, 8(3), 299-317. Available from: http://mtq.sagepub.com/content/8/3/299.full.pdf+html [Accessed 20 February 2013]
  13. Boyd, L., 2005. The Yes Men and Activism in the Information Age. Thesis (MA). Available from: http://library.uniteddiversity.coop/Media_and_Free_Culture/TheYesMen.pdf [Accessed 18 Decemer 2012]
  14. Burton, D., 2001. Critical marketing theory: the blueprint?. European Journal of Marketing, 35 (5-6), 722-43. Available from: http://www.marketplanet.ru/filestore/0055/0014/894/p0722.pdf [Accessed 20 February 2013]
  15. Candy, L., 2011. Research and Creative Practice. In: Candy, L. and Edmonds, E.A. (Ed.). Interacting: Art, Research and the Creative Practitioner. Faringdon: Libri Publishing Ltd, pp. 33-59.
  16. Cherrier, H., 2008. Anti-consumption discourses and consumer-resistant identities. J Bus Res, doi:10.1016/j.jbusres.2008.01.025. Available at: http://docs.business.auckland.ac.nz/Doc/JBR-Special-Issue-2009-article-Anti-consumption-discourses-and-consumer-resistant-identities.pdf [Accessed 13 February 2013]
  17. Clarke, N., Barnett, C., Cloke, P. and Malpass, A., 2007. Globalising the Consumer: Doing Politics in an Ethical Register. Political Geography, 26(3): 231-49. Available from: http://eprints.soton.ac.uk/43304/1/Globalising_the_Consumer_FAVPPR.pdf [Accessed 12 April 2013]
  18. Cloninger, C. (2009). Commodify Your Consumption. lab404. Available from: http://lab404.com/articles/commodify_your_consumption.pdf [Accessed 5 February 2013]
  19. Coffey, A. and Atkinson, P., 1996. Making Sense of Qualitative Data: Complementary Research Strategies. Thousand Oaks, CA: Sage Publications, Inc.
  20. Dahl, R.A., 1957. The Concept of Power. Journal of Behavioural Science, 2 (3), 201-215. Available from: http://www.unc.edu/~fbaum/teaching/articles/Dahl_Power_1957.pdf [Accessed 12 February 2013]
  21. Danaher, G., Schirato, T. and Webb, J., 2000. Understanding Foucault. London: SAGE Publications Ltd.
  22. Dart, D., 2004. Visual Culture Jam: Art, Pedagogy, and Creative Resistance. Studies in Art Education, A journal of Issues and Research, 45(4), 313-327. Available from: http://steinhardt.nyu.edu/scmsAdmin/uploads/001/665/VisCultJAM.pdf [Accessed 4 February 2013]
  23. De Certeau, M., 1984. The Practice of Everyday Life. Berkeley, CA: University of California Press
  24. De Coverly, E., McDonagh, P., O’Malley, L. and Patterson, M., 2008. Hidden Mountain: The Social Avoidance of Waste. Journal of Macromarketing, 28 (3): 289- 303. Available from: http://jmk.sagepub.com/content/28/3/289.short [Accessed 29 December 2012]
  25. Denegri-Knott, J., Zwick, D. and Schroeder, J.E., 2006. Mapping Consumer Power: an Integrative Framework for Marketing and Consumer Research. European Journal of Marketing,
  26. (9-10), 950-971. Available from: http://www.yorku.ca/dzwick/EJM_mapping_power.pdf [Accessed 23 January 2013]
  27. Diamond, I. and Quinby, L., 1988. Feminism and Foucault: Reflections of Resistance. Boston: Northeastern University Press
  28. Ewen, S.,1976. Captains of Consciousness. Boston: McGraw-Hill
  29. Fenton, N., 2008. Mediating Hope : New media, Politics and Resistance. International Journal of Cultural Studies, 11 (2), 230-248. Available from: http://ics.sagepub.com/content/11/2/230 [Accessed 9 April 2013]
  30. Fiske, J., 1989. Understanding Popular Culture. Routledge, London.
  31. Fitri, N., 2011. Democracy Discourses through the Internet Communication: Understanding the Hacktivism for the Global Changing. Online Journal of Communication and Media Technologies,
  32. (2), 1-20. Available from: http://www.ojcmt.net/articles/12/121.pdf [Accessed 22 January 2013]
  33. Foucault, M., 1973. The Birth of the Clinic. An Archaeology of Medical Perception. London: Routledge
  34. Foucault, M. (1978/2002) ‘Interview with Michel Foucault’. In J. Faubion (Ed.) Michel Foucault: power. Essential works of Foucault 1954-1984 Volume 3. London: Penguin, pp. 239-297.
  35. Foucault, M., 1980a. The History of Sexuality. New York: Vintage
  36. Foucault, M., 1980b. Truth and power. In: Gordon, C. (Ed.).Power/knowledge. New York: Pantheon, pp. 109-
  38. Foucault M., 1982. Dits et écrits 1954-1988, Volume IV: 1980-1988. Paris: Gallimard.
  39. Foucault, M., 1984. An Aesthetics of Existence. In: Kritzman, L., (Ed). Politics, Philosophy, Culture: Interviews and Other Writings, 1977-1984. London: Routledge, pp. 47-53
  40. Foucault, M., 1988. Technologies of self. In: Martin, L.H., Gutman, H. and Hutton, P.H. (Eds), Technologies of Self. London: Tavistock, pp. 16-49
  41. Foucault, M., 1991. Questions of Method. In: Burchell, G., Gordon, C., Miller, P. (eds). The Foucault Effect: Studies in Governmentality. Hemel Hempstead: Harvester Wheatsheaf, pp. 73-86.
  42. Fourmentraux, J.P., 2008. Art et Hacktivisme: L’Alternative Internet. Critique, 733-734, 554-564. Available from: http://hal.inria.fr/docs/00/37/25/88/PDF/Fourmentraux_CRITIQUE_733.734_2008.pdf [Accessed 12 December 2012]
  43. Galloway, Alexander. Protocol: How Control Exists After Decentralization. Cambridge, MA: MIT Press, 2004.
  44. Garrett, M., 2012. Revisiting the Curious World of Art & Hacktivism. Furtherfield. Available at: www.furtherfield.org/features/articles/revisiting-curious-world-art-hacktivism [Accessed 18 November 2012]
  45. Giddens A., 1987. La constitution de la société. Paris: PUF
  46. Goodwin, J. and Jasper J.M., 1999. Caught in a Winding, Snarling Vine: The Structural Bias of Political Process Theory. Sociological Forum, 14(1), 27-54. Available from: http://www.jamesmjasper.org/files/Snarling_Vine.pdf [Accessed 8 March 2013]
  47. Gottdiener, M., 2000. New Forms of Consumption: Consumers, Culture, and Commodification. USA: Rowman & Littlefield Publishers, Inc.
  48. Gram-Hanssen, K., 2010. Standby Consumption in Households Analyzed With a Practice Theory Approach. Journal of Industrial Ecology. 14 (1), 150-165. Available from: http://server-t86.e2enetworks.net.in/files/Standby%20Consumption.pdf [Accessed 27 February 2013]
  49. Gubrium, J.F. and Holstein, J.A., 2005. Postmodern Interviewing. Thousand Oaks, CA: SAGE Publications Ltd.
  50. Hall, S., 2001. Foucault: Power, Knowledge and Discourse. In: Whetherell, M., Taylor, S. and Yates, S.J. Discourse Theory and Practice: A Reader. London: SAGE Publications Ltd, 72-81
  51. Halkier, B. and Jensen, I., 2011. Methodological challenges in using practice theory in consumption research: Examples from a study on handling nutritional contestations of food consumption. Journal of Consumer Culture, 11(1), 101-123. Available from: http://joc.sagepub.com/content/11/1/101 [Accessed 27 February 2013]
  52. Halkier, B., Katz-Gerro, T. and Martens, L., 2011. Applying Practice Theory to the Study of Consumption: Theoretical and Methodological Considerations. Journal of Consumer Culture, 11(1), 3-13. Available from: http://joc.sagepub.com/content/11/1/3 [Accessed 21 March 2013]
  53. Hardt, M. and Negri, A., 2000. Empire. London: Harvard University Press
  54. Hargreaves, T., 2011. Practice-ing Behaviour Change: Applying Social Practice Theory to Pro-environmental Behaviour Change. Journal of Consumer Culture. 11 (1), 79-99. Available from: http://joc.sagepub.com/content/11/1/79.abstract [Accessed 25 February 2013]
  55. Hebdige, D., 2000. Object as Image: the Italian Scooter Cycle. The Consumer Society Reader,
  56. Blackwell Publishers, Oxford, pp. 125-60
  57. Heighton, L., 2011. Foucault and Art. Journal of Art History, 34 (3), 619-620/ Available from: http://onlinelibrary.wiley.com/doi/10.1111/j.1467-8365.2011.00828.x/abstract [Accessed 4 February 2013]
  58. Hogg, M.K. and Maclaran, P., 2008. Rhetorical Issues in Writing Interpretivist Consumer Research. Qualitative Market Research: An International Journal, 11 (2), 130-146. Available from: www.emeraldinsight.com/1352-2752.htm [Accessed 7 April 2013]
  59. Holt, D.B., 2002. Why Do Brands Cause Trouble? A Dialectical Theory of Consumer Culture and Branding. Journal of Consumer Research, 29(1), 70-90. Available from: http://www.jstor.org/stable/10.1086/339922?origin=JSTOR-pdf [Accessed 7 February 2013]
  60. Hoy, D.C., 2004. Critical Resistance: From Poststructuralism to Post-critique. Cambridge,
  61. Mass.: MIT Press.
  62. John, A. and Klein, J., 2003. The boycott puzzle: Consumer motivations for purchase sacrifice. Management Science, 49 (9), 1196-1209. Available from: http://www.jstor.org/discover/10.2307/4134035?uid=3738032&uid=2&uid=4&sid=21102246430027 [Accessed 21 January 2013]
  63. Jordan, T., 2002. Activism! Direct Action, Hacktivism and the Future of Society. London: Reaktion Books Ltd.
  64. Jordan, T. and Taylor, P., 2004. Hacktivism and Cyberwars: Rebels with a Cause. London: Routledge
  65. Juris, J.S., 2005. The New Digital Media and Activist Networking within Anti-
  66. Corporate Globalization Movements. Annals of the American Academy of Political and Social Science, 597(1), 189 – 208. Available from: http://ann.sagepub.com/content/597/1/189.short [Accessed 3 March 2013]
  67. Kendall, G. and Wickham, G., 1999. Using Foucault’s Methods. London: Sage
  68. Kozinets, R.V., 2002. Can consumers escape the market? Emancipatory illuminations from
  69. burning man. Journal of Consumer Research, 29 (6), 20-38. Available from: http://www.jstor.org/discover/10.1086/339919?uid=3738032&uid=2&uid=4&sid=21102249793237 [Accessed 21 January 2013]
  70. Kozinets, R.V. and Handelman, J.M., 2004.Adversaries of Consumption: Consumer Movements, Activism, and Ideology. Journal of Consumer Research, 31(3), 691-704. Available at: http://www.jstor.org/stable/10.1086/425104 . [Accessed 15 January 2013]
  71. Levy, S., 1984. Hackers: Heroes of the Computer Revolution. New York: Bantam Doubleday Dell
  72. Lievrow, L. A., 2006. Oppositional and Activist New Media: Remediation, Reconfiguration, Participation. Proceedings of the ninth Participatory Design Conference 2006. Available from: http://polaris.gseis.ucla.edu/llievrou/LievrouwPDC06Rev2.pdf [Accessed 4 February 2012]
  73. Lovink, G. and Garcia, D., 1997. The ABC of Tactical Media. , 16 May 1997. Available from: http://amsterdam.nettime.org/Lists-Archives/nettime-l-9705/msg00096.html [Accessed 5/02/2013]
  74. Ludovico, A., 2009. UBERMORGEN.COM: Conceptual Art Vs. Media Hacking. Basel: Christoph Merian Verlag
  75. McCaughey, M. and Ayers, M.D., 2003. Cyberactivism: Online Activism in Theory and Practice. London: Routledge
  76. Magaudda, P., 2011. When Materiality 'Bites Back': Digital Music Consumption Practices in the Age of Dematerialization. Journal of Consumer Culture, 11 (1), 15-35. Available from: http://joc.sagepub.com/content/11/1/15 [Accessed 26 February 2013]
  77. metac0m, 2003. What Is Hacktivism? 2.0. Available from: http://www.thehacktivist.com/whatishacktivism.pdf [Accessed 13 April 2013]
  78. Mikkonen, I., Moisander, J. and Firat, A.F., 2011. Cynical Identity Projects as Consumer Resistance - the Scrooge as a Social Critic? Consumption Markets and Culture. 14(1), 99 -116. Available from: http://www.tandfonline.com/doi/pdf/10.1080/10253866.2011.541163 [Accessed 24 January 2013]
  79. Mitchell, J.P., 2007. A Fourth Critic of the Enlightenment: Michel de Certeau and the Ethnography of Subjectivity. Social Anthropology, 15(1), 89-106. Available from: http://onlinelibrary.wiley.com/doi/10.1111/j.1469-8676.2007.00001.x/abstract [Accessed 5 January 2013]
  80. Moisander, J. and Valtonen, A., 2006. Qualitative Marketing Research: A Cultural Approach. London: SAGE Publications Ltd.
  81. Murray, J. and Ozanne, J., 1991. The Critical Imagination: Emancipatory Interests in Consumer
  82. Research. Journal of Consumer Research, 18(2), 129-44. Available from: http://www.marketing.pamplin.vt.edu/facultyFolder/julieOzanne/01socialwebsite/professional/researchpapers/1991_JCR_critical.pdf [Accessed 12 January 2013]
  83. Napolitano, V. and Pratten, D., 2007. Michel de Certeau: Ethnography and the Challenge of Plurality. Social Anthropology, 15(1), 1-12. Available from: http://onlinelibrary.wiley.com/doi/10.1111/j.1469-8676.2007.00005.x/abstract [Accessed 12 January 2013]
  84. Nicoulaud, B.M.M., 1987. Consumerism and Marketing Management’s Responsibility,
  85. European Journal of Marketing, 21 (3), 7-15. Available from: http://www.emeraldinsight.com/journals.htm?articleid=853012&show=abstract [Accessed 12 January 2013]
  86. O’Leary, T., 2002. Foucault and the Art of Ethics. London: Continuum
  87. Orlie, M., 2002. The Desire for Freedom and the Consumption of Politics. Philosophy and Social
  88. Criticism, 28 (4), 395-417. Available from: http://psc.sagepub.com/content/28/4/395 [Accessed 6 February 2013]
  89. Ozanne, J.L. and Murray, J.B., 1995. Uniting critical theory and public policy to create the
  90. reflexively defiant consumer. American Behavioral Scientist, 38(4), 516-25. Available from: http://www.marketing.pamplin.vt.edu/facultyFolder/julieOzanne/01socialwebsite/professional/researchpapers/1995_American_Behavior_critical.pdf [Accessed 11 February 2013]
  91. Peñaloza, L. and Price, L.L., 1993. Consumer Resistance: a Conceptual Overview. Advances in
  92. Consumer Research, 20 (1), 123-8, Available from: http://www.acrwebsite.org/search/view-conference-proceedings.aspx?Id=7423 [Accessed 12 February 2012]
  93. Reckwitz, A., 2002. Towards a Theory of Social Practices: A Development in Culturalist Theorizing. European Journal of Social Theory, 5(2), 243-263. Available from: http://est.sagepub.com/content/5/2/243.abstract [Accessed 12 February 2013]
  94. Ritzer, G., 1999. Enchanting a Disenchanted World. USA: Pine Forge Press
  95. Roux, D., 2007. Consumer resistance: Proposal for an Integrative Framework. Recherche et Applications en Marketing, 22 (4), 59-79. Available from: http://s1.e-monsite.com/2010/07/05/10/Roux-2007-22-4--RAM-English-edition.pdf [Accessed 20 January 2013]
  96. Samuel, A.,2004. Hacktivism and the Future of Political Participation. Thesis (Dissertation). Harvard University, Cambridge, Massachusetts. Available from: http://www.alexandrasamuel.com/dissertation/pdfs/Samuel-Hacktivism-entire.pdf [Accessed 16 December 2012]
  97. Schatzki, T.R., 2001. Practice Mind-ed Orders. In: Schatzki, R.T., Knorr-Cetina, K. and von Savigny, E. The Practice Turn in Contemporary Theory. London: Routledge, 50-63
  98. Schau, H., Muniz., A. and Arnould, E. 2009. How Brand Community Practices Create Value. Journal of Marketing, 73(1), 30-51. Available from: http://www.uwyo.edu/mgtmkt/faculty-staff/faculty-pages/docs/arnould/how%20brand%20communities%20create%20value.pdf [Accessed 7 April 2013]
  99. Schroeder, J.E. and Zwick, D., 2004. Mirrors of Masculinity: Representation and Identity in
  100. Advertising Images. Consumption, Markets, and Culture, 7 (1), 21-51. Available from: http://www.yorku.ca/dzwick/CMC_Mirrors.pdf [Accessed 4 April 2013]
  101. Shankar, A., Cherrier, H. and Canniford, R., 2006. Consumer Empowerment: a Foucauldian Interpretation. European Journal of Marketing, 40 (9), 1013 - 1030. Available from: http://dx.doi.org/10.1108/03090560610680989. [Accessed 23 January2013]
  102. Shaw, D. and Newholm, T., 2002. Voluntary Simplicity and the Ethics of Consumption. Psychology and Marketing, 19(2), 167-85. Available from: http://onlinelibrary.wiley.com/store/10.1002/mar.10008/asset/10008_ftp.pdf?v=1&t=hge1n2qe&s=81ffc05fec89e34dcd42ca627cbc0a2706ac1061&systemMessage=Wiley+Online+Library+will+be+disrupted+on+11+May+from+10%3A00-12%3A00+BST+%2805%3A00-07%3A00+EDT%29+for+essential+maintenance [Accessed 4 March 2013]
  103. Smith, N.G., 1987. Consumer boycotts and consumer sovereignty. European Journal of
  104. Marketing, 5(1), 7-19. Available from: https://dspace.lib.cranfield.ac.uk/bitstream/1826/354/2/SWP4487.pdf [Accessed 12 January 2013]
  105. Swagler, R., 1994. Evolution and Applications of the Term Consumerism: Themes and
  106. Variations. Journal of Consumer Affairs, 28 (2), 347-61. Available from: http://onlinelibrary.wiley.com/doi/10.1111/j.1745-6606.1994.tb00856.x/abstract [Accessed 23 February 2013]
  107. Taylor, P.A., 1999. Hackers: Crime in the Digital Sublime. London: Routledge
  108. Taylor, P.A., 2005. From hackers to hacktivists: speed bumps on the global superhighway? New Media Society, 7(5), 625-646. Available from: http://agoraproject.eu/papers/From%20hackers%20to%20hacktivists.pdf [Accessed 22 January 2012]
  109. Thompson, C.J., 2004. Marketplace mythology and discourses of power. Journal of Consumer Research, 31(1), 162-80. Available from: http://www.jstor.org/discover/10.1086/383432?uid=3738032&uid=2&uid=4&sid=21102249304897 [Accessed 5 April 2013]
  110. Thompson, C.J. and Haytko, D.L., 1997. Speaking of Fashion: Consumers' Uses of Fashion Discourses and the Appropriation of Countervailing Cultural Meanings. Journal of Consumer Research, 24 (1), 15-42. Available from: http://www.jstor.org/stable/10.1086/209491 [Accessed 29 February 2013]
  111. Van de Donk, W., Loader, B.D., Nixon, P.G and Rucht, D., 2004. Cyberprotest: New Media, Citizens and Social Movements. London: Routledge
  112. Von Busch, O. and Palmas, K., 2006. Abstract Hacktivism: the Making of a Hacking Culture. London: Lightning Source UK Ltd. Available from: http://www.kulturservern.se/wronsov/selfpassage/research/AbstractHacktivism-book.pdf [Accessed 12 December 2012]
  113. Wall, M.A., 2007. Social Movements and Email: Expressions of Online Identity in Globalization Process. New Media and Society, 9 (2), 258-277. Available from: http://nms.sagepub.com/content/9/2/258.short [Accessed 14 April 2013]
  114. Wilson, S., 2002. Information Arts: Intersections of Art, Science and Technology. London: MIT Press
  115. Zavestoski, S., 2002. The Socio-psychological Bases of Anti-consumption Attitudes. Psychology & Marketing, 19(2), 149-58. Available from: http://onlinelibrary.wiley.com/doi/10.1002/mar.10007/pdf [Accessed 9 March 2013]
  116. Zwick, D. and Dholakia, N., 2004. Whose Identity Is It Anyway? Consumer Representation in the Age of Database Marketing. Journal of Macromarketing, 24(1), 31-43. Available from: http://jmk.sagepub.com/content/24/1/31.full.pdf+html [Accessed 5 March 2013]