More than 'Shoptivism': Political Consumerism, Social Movements and the Question of Postdemocracy

Is political consumerism actually “real” participation? The proposed paper tends to answer the question positive and analyses newer forms political consumerism – such as web based collaborative consumption. Qualitative (and to a lesser degree of quantitative) data from the research project “Consumer Netizens”, led by Sigrid Baringhorst (University of Siegen) is presented. Some of the newer web based form of political consumerism show characteristics of a new mode of political participation. If consumer e.g. contribute with comments and likes to the rising popularity of sustainable products and practices, they care for public issues, res publica. In this regard, forms of produsage (consumption and contribution to online content) should be understood as a proactive form of lifestyle politics. Political consumerism is furthermore attached to public sphere activities such taking part in critical discourses and participation in online-petitions. Furthermore, political consumerism frequently is more than “shopping alone”, but indeed appears to have strong collective character in communities of practice (sharing economy). As both individualized and social form of engagement it should be understood with reference to David Riesman et al. as outer-directed, but counter-cultural activity. In general, among political consumers a dissolution or fragmentation of political responsibility taking is rare. Rather than a post-democratic exit from the political, the joint elaboration, experimentation, provision and propagation of social as well as ecological common goods is what motivates political consumers. The paper concludes with thoughts about the larger discussion about post-democracy and simulative politics (Blühdorn). In difference to these rather pessimistic views, the paper points out the need to deal more intensively with pragmatist democracy (Dewey).