Nouveaux mouvements sociaux, ancien esprit: une étude des structures anthropologiques de l'imaginaire des Amapiens

Philippe Robert-Demontrond ()
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Philippe Robert-Demontrond: CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique

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Abstract: Searching on activists' collective identity through Touraine's "new social movements" theory, Kozinets et Handelman (2004) find that it has religious roots. According to them, this would be a U.S. specificity. More exactly, an evangelical collective identity would be the motor of consumer activism. The facts are more complex. A micro-mythanalysis of the imaginary of french consumers, members of CSA (Community Supported Agriculture) shows that there is no U.S. particularism. The same imaginary is observed in France, which is not function of an instituted religion but of deep, archaic, anthropological structures of imaginary.

Keywords: Consumer Culture Theory; CSA; anthropological structures of imaginary; Résistance; Théorie de la culture du consommateur; AMAP; structures anthropologiques de l'imaginaire (search for similar items in EconPapers)
Date: 2010-01
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Published in 9th International Congress Marketing Trends, Jan 2010, Venise, Italie. 31 p

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-00471598

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