Cultivating a spotless ethical identity: Adbusters Media Foundation's 'Blackspot' marketing campaign and its impact on consumer discourse.

摘要

This thesis examines the social construction of the 'Blackspot' project of the Canadian non-governmental organization known as 'Adbusters Media Foundation.' The group is part of a consumer movement that seeks cultural and social change; the Blackspot project's ostensible purpose is to set a market-based precedent for the generation of new ethical norms, offering two styles of shoes that are marketed as having been produced in accordance with the movement's values of authenticity, environmental sustainability, and concern for oppressed groups. This marketing thrust criticizes various aspects of consumerist ideology.; By analyzing text from various sites, I find that the Blackspot project does not credibly challenge the essence of the market, although I suggest that focusing exclusively upon critical concerns may cause researchers to overlook other important issues. The Blackspot project shows that ethics and identity are linked. I discuss the implications of this insight for theories of consumption and consumer agency.; Keywords. consumer resistance, consumer movements, consumer agency, ethical consumerism, ethical marketing, branding, brand community, communities of consumption, Internet communication, Adbusters Media Foundation, counter-culture, critical theory, identity, Blackspot