Consumer Activism in the Metaverse: A Framework for Virtualized Protest as Playful Resistance

Andrew B. Edelblum and Markus Giesler

Journal of the Association for Consumer Research, 2025, vol. 10, issue 2, 191 - 205

Abstract: Is the metaverse a worthwhile venue for collective action? While some argue the virtual world empowers marginalized actors in the democratic process, the prevailing view dismisses metaverse demonstrations as cartoonish avatars parading down 3D-rendered streets with digital flags and picket signs. Through a netnographic investigation of a start-up metaverse platform dedicated to protests, we explore how four ostensibly depoliticizing processes—gamification, dematerialization, emotionalization, and decentralization—are reimagined by an online community as tools for playful resistance and subversive digital politics. Participants recognized that virtual protests offer unique opportunities to engage and empower activists globally, foster inclusive movements, and evade institutional control. Our findings challenge assumptions about the trivialization of virtual protests, positioning the metaverse as a potential complementary setting for sustained grassroots activism. We conclude with an agenda for future research on how platform design features—including modding, interoperability, encryption, and polycentricity—can balance corporate interests with sincere collective action.

Date: 2025
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