Votando na prateleira: A politização do consumo na América Latina

Abstract

For over a decade, the use of consumer decision seeking the accomplishment of political or ethical goals has been extensively debated by international social sciences. Confronting social capital decline and political demobilization theories, the acknowledgement of political consumerism as a novel and rising mode of non-conventional individual participation in politics has helped to redefine the terms of discussion on civic engagement while also bridging the gap between citizenship and the traditional public sphere of politics, on one side, and consumption and the private sphere of market agents, on the other. Yet, such debate has hardly begun for Latin America, not to speak of pursuing an empirical discussion. This article reviews empirical evidence about the politicization of the relationships between consumers and business substantiated upon the adoption of politically motivated purchases or boycotts of brands and products based on social and environmental values or policy preferences. Research is grounded on representative sample surveys conducted in Argentina, Brazil and Mexico. Results indicate that political consumerism is a fairly stable phenomenon and it enlarges (rather than redefines) the repertoires of political action in Latin America.