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  • when people take action hopkinson & cronin.pd

    Rights statement: This is an Accepted Manuscript of an article published by Taylor & Francis Group in Journal of Marketing Management on 28/07/2015, available online:http://www.tandfonline.com/10.1080/0267257X.2015.1068214

    Accepted author manuscript, 632 KB, PDF document

    Available under license: CC BY: Creative Commons Attribution 4.0 International License

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"When people take action ...": mainstreaming malcontent and the role of the celebrity institutional entrepreneur

Research output: Contribution to journalJournal articlepeer-review

Published
<mark>Journal publication date</mark>10/2015
<mark>Journal</mark>Journal of Marketing Management
Issue number13-14
Volume31
Number of pages19
Pages (from-to)1383-1402
Publication StatusPublished
Early online date28/07/15
<mark>Original language</mark>English

Abstract

As the challenges of sustainability intensify at a global level, it is becoming increasingly more important to encourage, support and promote the mainstream adoption of mindful and ecologically-viable consumption. Drawing on institutional theory and an interpretive investigation of Hugh Fearnley-Whittingstall’s Fish Fight, we explore a relatively widespread phenomenon, the celebrity campaign. We consider how such campaigns galvanise mainstream malcontent by creating mythic plots; personalising adversaries; and framing issues to encourage articulation of malcontent. Though malcontent may be fleeting, we argue that this can set in motion institutional change towards sustainable production and consumption. Celebrity campaigns demonstrate the dynamic and interrelated character of consumer and industry groups in a way that might inform other change efforts.

Bibliographic note

This is an Accepted Manuscript of an article published by Taylor & Francis Group in Journal of Marketing Management on 28/07/2015, available online:http://www.tandfonline.com/10.1080/0267257X.2015.1068214