On Carrots and Mobs. The Global (Non) Diffusion of a New Social Movement Tactic

• In Event: 512 - Section on Consumers and Consumption Refereed Roundtable Session and Business Meeting
  In Refereed Roundtable 60min: Table 03. Consumption and Social Movements

Abstract

This study compares the global diffusion of a new social movement tactic with uneven adoption. Based on semi-structured interviews with organizers and activists in 15 countries, we analyze how carrotmobs –a novel form of buycotts– diffused from the United States to other regions. We trace the spread of carrotmobs across six continents and compare cases of successful and unsuccessful diffusion in different national contexts. Results suggest that social media is important for transnational diffusion of this form of collective action, but mass media is crucial for diffusion within countries. Further, activist-brokers promote diffusion by connecting consumer groups, local businesses, and governmental organizations, while social movement groups and national change agencies provide crucial financial and organizational support for activists. Although Scandinavian countries have a high level of individual ethical consumption, the spread of carrotmobs in these countries was restricted by the absence of factors that support collective actions.

Authors

• Ion Bogdan Vasi, University of Iowa

• Anne Nassauer, Freie Universität Berlin