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Frames of consumer mobilization and modern slavery

Author

Listed:
  • Varman, Rohit
  • Carrington, Michal
  • Chatzidakis, Andreas
  • Shaw, Deirdre

Abstract

This research offers insights into the contradictions of how anti-slavery Non-Government Organizations (NGOs) deploy the frames of responsible buyer and responsible citizen to mobilize consumers against modern slavery. The study examines the underlying assumptions and contradictions of the frames by drawing on framing theory and Judith Butler’s approach to “framing the frames”. Such an approach helps understand how NGOs obfuscate the responsibility of corporations in contributing to modern slavery. This research adds to extant interpretation of consumer activism by pointing to how consumer mobilization can be more usefully explained as a contested terrain that is shaped by activist groups whose communication is characterized by contradictions and conflicts. It also broadens the scope of framing theory by foregrounding the ethics of communication frames.

Suggested Citation

  • Varman, Rohit & Carrington, Michal & Chatzidakis, Andreas & Shaw, Deirdre, 2025. "Frames of consumer mobilization and modern slavery," International Journal of Research in Marketing, Elsevier, vol. 42(3), pages 768-787.
    • Handle: RePEc:eee:ijrema:v:42:y:2025:i:3:p:768-787
    DOI: 10.1016/j.ijresmar.2024.10.005
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