The construction and mobilization of political consumerism through digital media in a networked social movement

Abstract

Political consumerism can be a routinized everyday practice, an organized campaign, or a tactic in a protest movement. When becoming (part of) a collective action campaign, activists need to articulate its relevance and effectiveness and mobilize people to participate. Digital media can play a significant role, especially in a networked movement without centralized leadership. This article demonstrates how digital media facilitated the emergence of political consumerism, codified under the label of “yellow economic circle,” in the Anti-Extradition Law Amendment Bill Movement in Hong Kong. A qualitative analysis of online discussions and public discourse illustrated how movement participants gradually co-developed the idea of yellow economic circle by integrating symbolic resources, responding to ongoing events, and drawing mainstream media and public figures’ attention. Survey analysis showed that using social media for public affairs information and discussion positively related to engagement in political consumption, particularly among movement supporters who were receptive to radicalism.