study of three online communities involved in responsible consumption
In order to respond to our question, and to be able to understand how the communities in opposition to market ideology express themselves and which possibilities they can open up in terms of marketing practices, we have chosen a qualitative netnographic approach. We are interested in three distinct virtual communities who share their denunciation and rejection of market-oriented ideology (and its corollaries, the capitalist system and excessive consumption), while showing their stance in favor of sustainable and managed consumption.
Our approach relies primarily on the study of one main community, “Le changement par la consommation”, and two secondary communities, “Mr Mondialisation” and “Objecteurs de croissance”. The selection was based on the stated position of the community, the high number of members, regular posting by the central moderator(s) and significant member activity. The inclusion of the secondary communities aimed to allow the comparison of the results from the main community with those of other fields, in order to ensure their relevance and to gain external validation.
The netnographic study was carried out through a long (24 months) immersion in the three communities with non-participative observation, ensuring a non-intrusive environment with natural interactions that preserves authenticity on the ground and the reliability of the data (Hewer and Brownlie 2007). However, in order to respect the principles of ethics (Kozinets 2012), the central moderator(s) were asked questions relating to the use and publication of data through private messages, ensuring transparency in regard to our intentions and the use, for purely scientific purposes, of the information collected.
The significant body of information available was filtered through the use of key words (namely, resistance, opposition, rejection, (over)consumption, consumerism, commodification, consumer ideology/values, etc.) and through the calculation of a Buzz Indicator (BI) 4, developed on an ad hoc basis to select the most salient and relevant data. We thereby retained the subjects and concerns that are characterized by both strong engagement (BI score) and significant recurrence within each of these communities. The stable results obtained in this way have been put into a reference framework suited to the opposition phenomenon, the interpretation of which enables the proposition, in fine, of possible changes to marketing practices.
Table 1.1. Main features of the three communities studied
(source: (Benhallam 2016))
| Communities | Aim of the community | Creation date | Number of central moderators |
| Le changement par la consommation | Challenge the capitalist system and the modes of consumption it creates and propose alternative solutions. The different community posts are intended to make its members react, while allowing information to circulate within the social network to reach a larger audience. | May 2011 | 1 moderator |
| Mr Mondialisation | Provoke reflection through information, videos and pictures of issues related to the dominant system and its impact on the life of humankind and the environment. The aim is to lead its members to debate and create ideas and solutions. The community regularly organizes protest activities online and on the ground. | November 2008 | Several moderators |
| Objecteurs de croissance | Defend and spread the school of thought that “degrowth does not mean living less, but better with more goods and more connections”. Involvement in debate and interactions between members are a requirement. Emphasis is also placed on reflection and raising awareness, rather than on proposing solutions. | June 2012 | 1 moderator |
The three communities studied (see Table 1.1), both the central moderators and active members, aim to challenge the dominant modes of consumption through an ongoing effort to deconstruct the conventional market-oriented system, with the aim of proposing alternative adjustments, or even breakthrough solutions.
The analysis of thematic content through exchanges between the members of the three community sites has enabled, after the clean-up of discussions, the data to be structured into two meta-topics reflecting the main forms of expression of the opposition of these movements. These meta-topics are divided into four categories covering the challenging of the dominant ideology, the re-establishment of trust in trade relationships, the reconsideration of product offers and the reconfiguration of supply and distribution networks.
1.3. Ideological and institutional categories of expressions of contestation
1.3.1. Towards a redesign of the dominant ideology of the market system
The strong denunciations by the communities of the dominant way of thinking are intended to produce an ideological opposition, in order to rebuild or reshape the ideas and actions of their members and beyond. This ongoing work of re-ideologization is aimed at producing and then establishing new values in opposition to the market-oriented view: the primacy of solidarity, trade, being free of charge, preservation of health, respect for nature and freedom of choice. The opposition of the two value systems is explicitly highlighted in the posts made by members: the quest to preserve life in all its forms in order to pass it on to future generations is in contrast to the structural trend of exhausting resources for insatiable financial gain. The confrontation of these two world views champions an alternative social model, defended by the three communities and supporting a well-reasoned consumption that is conscious of its effects on the environment, health and well-being.
In addition, and unanimously in the three communities studied, the members place themselves in opposition to the dominant system by stigmatizing the relentless pursuit of profit and the race to accumulate material goods, on the one hand, and by praising slowness and sobriety (Rabhi 2010) through reasoned consumption for human and environmental well-being, on the other.
However, despite strong criticisms of marketing, it should be noted that the three communities are not opposed to the idea of using marketing’s weapons against it: developing logos, visual identities and slogans; and monitoring posts to recruit more members, respond to skeptics, and increase the fame of and loyalty to the community site. For example, the “Objecteurs de croissance” community, whose name is indicative, immediately suggests an anti-growth message. It has also developed a visual identity with a snail logo, in order to evoke the idea of slowness that the community lauds to promote a degrowth process. The visual identity of the community also has the slogan “Fewer goods, more links” (in the original French, the rhyming “Moins de biens, Plus de liens”), to establish the anti-growth idea and underline the importance of social connections.
1.3.2. Towards reestablishing a relationship of trust with the consumer
In underestimating the interest and concerns of consumers, and society more generally, in terms of preservation of health, respect for the environment and the struggle for equality, companies have long allowed themselves to adopt dominant positions towards consumers. This is why the relationship with business is perceived, by the three communities studied, as a relationship always defined by power, where the citizen-consumers are attempting to destroy the “totalitarianism”
