Activationism: how tobacco marketers hacked global youth culture

Rv Kozinets; Rossella Chiara Gambetti; M Suarez; T. Dewhirst; U. Gretzel; C. Renzulli

Activationism: how tobacco marketers hacked global youth culture

Rv Kozinets^*
, Rossella Chiara Gambetti^*
, M Suarez
, T. Dewhirst
, U. Gretzel
, C. Renzulli

^*Corresponding author

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution

Abstract

Expanding on long-term, in-depth research carried out in partnership with the non-profit organization, Campaign for Tobacco Free Kids (CTFK), we conducted a 10-country netnography concerning the use of branded events and social media to market tobacco brands to young people. Our study revealed how youth culture and activist discourse are subverted and transformed through an interlinked series of events, training sessions, sponsorships, branding moves, and recruitments. To distinguish this new form of marketing from activism, we term it “activationism.” Alongside offering an initial definition of the term, this paper broadly outlines some of its contours, theoretical connections, and implications.

Original language	English
Title of host publication	Consumer Culture Theory Conference 2019: The Future is Loading
Pages	1-7
Number of pages	7
Publication status	Published - 2019
Event	Consumer Culture Theory Conference - Montreal Duration: 17 Jul 2019 → 20 Jul 2019

Conference

Conference	Consumer Culture Theory Conference
City	Montreal
Period	17/7/19 → 20/7/19

Keywords

Brand activation
Consumer activism
culture jamming
netnography
social media
tobacco industry
youth culture hacking

Cite this

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title = "Activationism: how tobacco marketers hacked global youth culture",

abstract = "Expanding on long-term, in-depth research carried out in partnership with the non-profit organization, Campaign for Tobacco Free Kids (CTFK), we conducted a 10-country netnography concerning the use of branded events and social media to market tobacco brands to young people. Our study revealed how youth culture and activist discourse are subverted and transformed through an interlinked series of events, training sessions, sponsorships, branding moves, and recruitments. To distinguish this new form of marketing from activism, we term it “activationism.” Alongside offering an initial definition of the term, this paper broadly outlines some of its contours, theoretical connections, and implications.",

keywords = "Brand activation, Consumer activism, culture jamming, netnography, social media, tobacco industry, youth culture hacking, Brand activation, Consumer activism, culture jamming, netnography, social media, tobacco industry, youth culture hacking",

author = "Rv Kozinets and Gambetti, \{Rossella Chiara\} and M Suarez and T. Dewhirst and U. Gretzel and C. Renzulli",

year = "2019",

language = "English",

isbn = "978-87-93669-81-9",

pages = "1--7",

booktitle = "Consumer Culture Theory Conference 2019: The Future is Loading",

note = "Consumer Culture Theory Conference ; Conference date: 17-07-2019 Through 20-07-2019",

}

TY - GEN

T1 - Activationism: how tobacco marketers hacked global youth culture

AU - Kozinets, Rv

AU - Gambetti, Rossella Chiara

AU - Suarez, M

AU - Dewhirst, T.

AU - Gretzel, U.

AU - Renzulli, C.

PY - 2019

Y1 - 2019

N2 - Expanding on long-term, in-depth research carried out in partnership with the non-profit organization, Campaign for Tobacco Free Kids (CTFK), we conducted a 10-country netnography concerning the use of branded events and social media to market tobacco brands to young people. Our study revealed how youth culture and activist discourse are subverted and transformed through an interlinked series of events, training sessions, sponsorships, branding moves, and recruitments. To distinguish this new form of marketing from activism, we term it “activationism.” Alongside offering an initial definition of the term, this paper broadly outlines some of its contours, theoretical connections, and implications.

AB - Expanding on long-term, in-depth research carried out in partnership with the non-profit organization, Campaign for Tobacco Free Kids (CTFK), we conducted a 10-country netnography concerning the use of branded events and social media to market tobacco brands to young people. Our study revealed how youth culture and activist discourse are subverted and transformed through an interlinked series of events, training sessions, sponsorships, branding moves, and recruitments. To distinguish this new form of marketing from activism, we term it “activationism.” Alongside offering an initial definition of the term, this paper broadly outlines some of its contours, theoretical connections, and implications.

KW - Brand activation

KW - Consumer activism

KW - culture jamming

KW - netnography

KW - social media

KW - tobacco industry

KW - youth culture hacking

KW - Brand activation

KW - Consumer activism

KW - culture jamming

KW - netnography

KW - social media

KW - tobacco industry

KW - youth culture hacking

UR - http://hdl.handle.net/10807/144222

M3 - Conference contribution

SN - 978-87-93669-81-9

SP - 1

EP - 7

BT - Consumer Culture Theory Conference 2019: The Future is Loading

T2 - Consumer Culture Theory Conference

Y2 - 17 July 2019 through 20 July 2019

ER -

Activationism: how tobacco marketers hacked global youth culture

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