OAFP 5200 - Political Consumerism and Post-Democratic Engagement

This course explores the paradigm shift from conventional political engagement to digitally mediated consumer activism within the contemporary context of democratic erosion and platform capitalism. It investigates how consumer-driven political expression has evolved through social media coordination, and generational shifts in values-driven consumption, while examining the intersection of consumer nationalism – where individuals invoke collective national identities to favour or reject products from specific countries – with emerging forms of political participation. The course analyses brand activism, where corporations take public stances on contentious social and political issues, and critically examines “woke capitalism” as both genuine corporate social responsibility and potential virtue signalling that may undermine authentic democratic engagement. Furthermore, Students will investigate how political brands employ consumer-centric strategies to create emotional connections with constituents, mirroring corporate branding techniques while potentially contributing to post-democratic trends. Current case studies include the 2025 United States boycott, consumer ethnocentrism in global markets, and regulatory responses such as the EU's Digital Fairness Act. By analysing the motivations and implications of contemporary political consumerism through multidisciplinary frameworks of nationalism, brand theory, and democratic studies, the course offers nuanced understanding of how consumption-based political expression functions as both democratic engagement and potential vehicle for manipulation in increasingly polarized societies characterized by asymmetric consumer nationalism and corporate political positioning.

Nicolas BAYGERT

Enseignement électif

English

In order to prepare each session, students will consult the (potentially evolving) reading list provided by the teacher. It is imperative to assimilate the readings corresponding to the session of the day before the beginning of the course.

None

Autumn 2025-2026

Critical reading (20%): Students, either individually or in groups, will present an oral synthesis of chosen readings from the annually updated reading list. These readings comprise scientific articles and book chapters. These readings will be in line with the topics covered in each session. Presentations will be scheduled throughout the semester to ensure consistent engagement with the material. Individual presentation (40%): Each student will present a case study that illustrates a concept covered in the course. Topics must be validated by the instructor beforehand. Presentations will take place at the beginning of each session, allowing for class discussions and feedback. Essay (40%): Students will submit a written assignment of approximately 2500 words. This essay will discuss the individual case study presented in class, incorporating feedback and suggestions from the oral presentation. The essay is due by Monday December 8, 2025. Students will have access to an interactive calendar to efficiently plan their contributions.