Digital media and political consumerism in the United States, United Kingdom, and France

Abstract

Digital media use can connect citizens across geographic boundaries into coordinated action by distributing political information, enabling the formation of groups, and facilitating political talk. These activities can lead to political consumerism, which is an important and popular form of political participation that translates across geographic borders. This article uses original survey data (n = 9284) to examine the relationship between digital media use and political consumerism in the United States, United Kingdom, and France. Talking politics online, joining social groups on social media, and searching online for political information increase participation in political consumerism. However, the strength of these positive correlations differs by age, country, and mode of political consumerism. Joining social groups on social media has a much larger effect size on buycotting compared to boycotting. The findings imply that social groups are more salient in the mobilization process for buycotting campaigns compared to boycotting campaigns.