Laura Portwood-Stacer’s research while affiliated with New York University and other places

Media refusal is the voluntary nonuse of a media technology or nonconsumption of media content, entailing an encompassing, resistant attitude toward the media in question. Historically, all forms of mass communication have had their detractors; practices of media refusal are present wherever media is. Research often focuses on individual motivations for refusal; popular discourse often discusses nonuse as a remedy for pathological patterns of use of new media (e.g., committing “Facebook suicide” in response to a perceived Facebook addiction).

This paper is a study of consumer resistance among active abstainers of the Facebook social network site. I analyze the discourses invoked by individuals who consciously choose to abstain from participation on the ubiquitous Facebook platform. This discourse analysis draws from approximately 100 web and print publications from 2006 to early 2012, as well as personal interviews conducted with 20 Facebook abstainers. I conceptualize Facebook abstention as a performative mode of resistance, which must be understood within the context of a neoliberal consumer culture, in which subjects are empowered to act through consumption choices – or in this case non-consumption choices – and through the public display of those choices. I argue that such public displays are always at risk of misinterpretation due to the dominant discursive frameworks through which abstention is given meaning. This paper gives particular attention to the ways in which connotations of taste and distinction are invoked by refusers through their conspicuous displays of non-consumption. This has the effect of framing refusal as a performance of elitism, which may work against observers interpreting conscientious refusal as a persuasive and emulable practice of critique. The implication of this is that refusal is a limited tactic of political engagement where media platforms are concerned.

This article examines practices of anti-consumption deployed by anarchist activists as tactical actions within their overall projects of political and subcultural resistance. Drawing on existing literature on anti-consumers, my own interviews with anti-consumers, and analysis of materials that circulate in support of anti-consumption, I explore both the material and discursive effects of anti-consumption within a specific political subculture. I offer a typology of motivations for anti-consumption among activists, as well as a discussion of how overlaps and conflicts between various motivations complicate assessments of lifestyle-based resistance. I ultimately argue that the analysis I offer can prove helpful to political projects that utilize consumption-based tactics, in the construction and evaluation of effective activist strategies.