Communally Living the Positive Alternative

Downshifting and other ‘resistance’ consumer behaviors have been examined according to varied perspectives, including political consumption (Shaw 2007; Shaw, Newholm and Dickinson 2006; Dickinson and Carsky 2005; Micheletti 2003), consumer activism and movements (Hermann 1970; Hilton 2003; Kozinets and Handelman 2004; Lang and Gabriel 2005) and resistance to consumer culture, the marketplace or marketing more broadly (Kozinets 2002; Giesler and Pohlmann 2003). Indeed, communities of alternative consumption involving radical forms of downshifting and/or ethical consumer behaviour have been largely positioned as anti- consumer culture and anti-marketing (Kozinets 2002; Giesler and Pohlmann 2003; Dobscha and Ozanne 2002; Dobscha 1998). But Juliet Schor (1998:23) suggests that past movements such as the “hippies” were “much more self-consciously anti-consumerist than most of today’s downshifters”; that downshifters today “are not dropping out. They are not back-to-the-land types. They don’t live together. And they don’t share a religion.” In this chapter we examine whether downshifting behaviour is possible within alternative community lifestyles, how it is manifested, and whether it may be considered a form of resistance to consumer culture in such a context. To do so, we review a diverse body of cross-disciplinary literature on the question of resistance to consumer culture, comprising the perspectives mentioned above. We also examine six UK communities of consumers who at a first glance could be seen as current embodiments of the ‘anti-’ and/or ‘resistance’ phenomenon, but which instead have shown communally-held ‘positive alternative’ approaches to discourses and practices encompassing downshifting and ethical consumption. We consider the communities’ relationships with the market and wider society from both the community position and the views of individuals within, presenting the everyday realities of downshifting in a communal context. We (re)present the communities through data from three years of ethnographic research comprising participant-observation, depth interviews, websites, print documents, broadcast material, informal conversations and experience stories with participants in what we have termed New Consumption Communities (Szmigin, Carrigan and Bekin 2007; Szmigin and Carrigan 2003). New Consumption Communities are presented as beneficial in terms of consumer re-enablement; they have been conceptualized as communities providing alternative ways of engaging in consumption and negotiating with the marketplace to an increasingly varied range of individuals (Szmigin, Carrigan and Bekin 2007). New Consumption Communities are formed around a sense of community through consumers’ reconnection to production, and maintained through engagement in boycotts, voicing of concerns and positive choices (Szmigin and Carrigan 2003). The six distinct cases are presented throughout the text in order to diversely illustrate our arguments in this chapter. The first of these is Hockerton Housing Project (HHP), the UK’s first ecologically sound, energy-efficient, earth-sheltered housing complex, launched in 1998. It was built by five resident families who produce 100% of their own wind energy, grow organic food, and manage their own sewage, water collection and filtering systems. Members are committed to a community business that comprises guided tours, educational and specialist workshops. HHP considers itself a best practice example and catalyst for sustainable living. The second community is Fallowfields (pseudonym). Founded in 1950 as an educational trust, Fallowfields had eighteen members at the time of research (2004). Their values comprise learning to live life peacefully and in community. Some members live in shared and others in independent accommodation within the community. During fieldwork, Fallowfields was undergoing an ethos-searching period, with environmental causes gaining prominence. The third community is Spiritual (pseudonym), a pioneering, holistic enterprise whose aim is spiritual (non-religious) education. It comprises an eco-village with several communal buildings for workshops, housing, ethical shops and a hall used for conferences and performances. Spiritual is an inspirational example to other communities. It had around five hundred permanent and volunteer members at the time of research, and thousands of people visit them each year. It is set up as a non-profit charity with a body of trustees, and is holistically devoted to sustainability through its energy windmills, organic sewage system, eco-housing and local exchanges fostered through its own community currency and bank. Stone-Hall (pseudonym) is also committed to holistic education. Its education centre is run by a resident cooperative group and administered by a trust. They are committed to environmental goals, rear livestock, grow vegetables, recycle, have their own water spring, reed-bed sewage, composting system and wood burners. All members work full-time for the community. Sunny-Valley Community (pseudonym) and its eleven members celebrated the community’s 10th anniversary in 2004. It is also a co-housing cooperative based in a shared house on rural land with members sharing maintenance responsibilities. Their ethos has a strong ecological focus and respect for diversity. They have good links with the local village, organize the local composting scheme and take part in the local community currency scheme. Finally, Woodland (pseudonym) is a rural co-housing initiative formed some thirty years ago. It had fifty-eight members at the time of research, and volunteers supplement the community. Spaces were communal with shared kitchen, laundry, library and other social rooms. Common values included self-sufficiency, cooperative living and low environmental impact

Communities and consumption

Editorial for the IJSSP Special Issue on Communities and Consumption

Empowerment, waste and new consumption communities

Purpose – This paper aims to explore the diverse and complementary resistance and waste-reduction practices adopted by UK-based New Consumption Communities, and whether such behaviours empower them to achieve their environmental and social goals. Design/methodology/approach – The methodology can be broadly classified as critical ethnography, which acknowledges the researcher’s own subjectivity, how the informants are treated and represented, and the study’s wider context (Peñaloza, 1994). A participant-observer role is employed and six distinct New Consumption Communities are explored. Findings – It is suggested that through their resistance and empowerment, as well as a reconnection to production, the communities are able to implement alternatives to the wasteful practices of mainstream consumption behaviour, and achieve (partial) autonomy from the hegemonic forces of the market. Originality/value – This paper’s original perspective on waste is not limited to a small group of consumers, and thus should interest marketers and policy makers engaged in the advancement of sustainability and green marketing. Keywords – Consumer Empowerment; Voluntary Simplicity; Waste; Ethnography Paper type – Research pape

Sociological ambivalence and funeral consumption

This article builds on Hillcoat-Nallétamby and Phillips’ (2011) conceptualization of sociological ambivalence within the relational framework to examine a particular consumption practice, the funeral. We develop understanding of social, cultural and relational issues that arise from the experience associated with funeral-arranging. This is not a voluntary behaviour but one engaged with through force of circumstance and which involves commercial and relational decisions. Drawing on data from 10 interviews from a larger UK study, we focus on ambivalence surrounding choice and its impact on relations, showing how sentiments including love, obligation, regret and revenge evolve and transform past and future relationships

Design and feasibility testing of a novel group intervention for young women who binge drink in groups

BackgroundYoung women frequently drink alcohol in groups and binge drinking within these natural drinking groups is common. This study describes the design of a theoretically and empirically based group intervention to reduce binge drinking among young women. It also evaluates their engagement with the intervention and the acceptability of the study methods.MethodsFriendship groups of women aged 18–35 years, who had two or more episodes of binge drinking (>6 UK units on one occasion; 48g of alcohol) in the previous 30 days, were recruited from the community. A face-to-face group intervention, based on the Health Action Process Approach, was delivered over three sessions. Components of the intervention were woven around fun activities, such as making alcohol free cocktails. Women were followed up four months after the intervention was delivered. Results The target of 24 groups (comprising 97 women) was recruited. The common pattern of drinking was infrequent, heavy drinking (mean consumption on the heaviest drinking day was UK 18.1 units). Process evaluation revealed that the intervention was delivered with high fidelity and acceptability of the study methods was high. The women engaged positively with intervention components and made group decisions about cutting down. Twenty two groups set goals to reduce their drinking, and these were translated into action plans. Retention of individuals at follow up was 87%.ConclusionsThis study successfully recruited groups of young women whose patterns of drinking place them at high risk of acute harm. This novel approach to delivering an alcohol intervention has potential to reduce binge drinking among young women. The high levels of engagement with key steps in the behavior change process suggests that the group intervention should be tested in a full randomised controlled trial

Postmodernism, Ethnicity, and Celebrity Culture in Women’s Symbolic Consumption

While postmodernism and celebrity culture are closely linked, research attention on this has not been adequately synthesised with ethnic minority groups. Hence, this paper, which is rooted in an interpretive research paradigm, explores the symbolic consumption of Black African women in the UK with specific reference to celebrity culture. Although the study shows some purchase decisions based on products’ functionality, generally, it shows the robust interplay of personal, cultural, social and commercial factors in the symbolic consumption of these women. This is shown to be linked to the prevalent celebrity culture in the society. They consume to enhance their self-esteem and keep up with the societal trend in the host environment. Hence, the notion of acculturation features prominently in their consumption. The paper extends the discourse on the extant ethnic minority studies and augments the current knowledge about symbolic consumption especially with reference to Black African women

Drinking behaviours and blood alcohol concentration in four European drinking environments: a cross-sectional study

<p>Abstract</p> <p>Background</p> <p>Reducing harm in drinking environments is a growing priority for European alcohol policy yet few studies have explored nightlife drinking behaviours. This study examines alcohol consumption and blood alcohol concentration (BAC) in drinking environments in four European cities.</p> <p>Methods</p> <p>A short questionnaire was implemented among 838 drinkers aged 16-35 in drinking environments in four European cities, in the Netherlands, Slovenia, Spain and the UK. Questions included self-reported alcohol use before interview and expected consumption over the remainder of the night. Breathalyser tests were used to measured breath alcohol concentration (converted to BAC) at interview.</p> <p>Results</p> <p>Most participants in the Dutch (56.2%), Spanish (59.6%) and British (61.4%) samples had preloaded (cf Slovenia 34.8%). In those drinking < 3 h at interview, there were no differences in BAC by gender or nationality. In UK participants, BAC increased significantly in those who had been drinking longer, reaching 0.13% (median) in females and 0.17% in males drinking > 5 h. In other nationalities, BAC increases were less pronounced or absent. High BAC (> 0.08%) was associated with being male, aged > 19, British and having consumed spirits. In all cities most participants intended to drink enough alcohol to constitute binge drinking.</p> <p>Conclusions</p> <p>Different models of drinking behaviour are seen in different nightlife settings. Here, the UK sample was typified by continued increases in inebriation compared with steady, more moderate intoxication elsewhere. With the former being associated with higher health risks, European alcohol policy must work to deter this form of nightlife.</p

Contextualizing students' alcohol use perceptions and practices within French culture: an analysis of gender and drinking among sport-science college students

Although research has examined alcohol consumption and sport in a variety of contexts, there is a paucity of research on gender and gender dynamics among French college students. The present study addresses this gap in the literature by examining alcohol use practices by men and women among a non-probability sample of French sport science students from five different universities in Northern France. We utilized both survey data (N = 534) and in-depth qualitative interviews (n = 16) to provide empirical and theoretical insight into a relatively ubiquitous health concern: the culture of intoxication. Qualitative data were based on students’ perceptions of their own alcohol use; analysis were framed by theoretical conceptions of gender. Survey results indicate gender differences in alcohol consumption wherein men reported a substantially higher frequency and quantity of alcohol use compared to their female peers. Qualitative findings confirm that male privilege and women’s concern for safety, masculine embodiment via alcohol use, gendering of alcohol type, and gender conformity pressures shape gender disparities in alcohol use behavior. Our findings also suggest that health education policy and educational programs focused on alcohol-related health risks need to be designed to take into account gender category and gender orientation

Communicating Auditory Impairments Using Electroacoustic Composition

Changes in human sensory perception can occur for a variety of reasons. In the case of distortions or transformations in the human auditory system, the aetiology may include factors such as medical conditions affecting cognition or physiology, interaction of the ears with mechanical waves, or stem from chemically induced sources, such the consumption of alcohol. These changes may be permanent, intermittent, or temporary. In order to communicate such effects to an audience in an accessible, and easily understood manner, a series of electroacoustic compositions were produced. This concept follows on from previous work on the theme of representing auditory hallucinations. Specifically, these compositions relate to auditory impairments that humans can experience due to tinnitus or through the consumption of alcohol. In the case of tinnitus, whilst much is known about the causes and symptoms, the experience of what it is like to live with tinnitus is less explored and those who have acquired the condition may often feel frustration when trying to convey the experience of ‘what it is like’ for them. In terms of impairment from alcohol consumption, whilst there is much hearsay, little research exists on the immediate and short-term effects of alcohol consumption on the human auditory system, despite over half of the UK population reported as consuming alcohol in 2017. The methodology employed to design these compositions draws upon scientific research findings, including experimental and explorative studies involving human participants, coupled with electroacoustic composition techniques. The pieces are typically constructed by mixing field recordings with synthesised materials and incorporating a range of temporal and frequency domain manipulations to the elements therein. In this way, the listener is able to experience the phenomenon in a recognisable context, where distortions of reality can be emulated to varying degrees. It is intended that these compositions can serve as easily accessible and understood examples of auditory impairments and that they might find utility in the communication of symptoms to those who have never experienced the underlying causes or conditions. This presents opportunities for pieces like these to be used in scenarios such as education and public health awareness campaigns