Collective forms of resistance: the transformative power of moderate communities

This paper deals with collective consumer resistance – that is, organised formsof reaction against the market. In detail, the paper describes BookCrossing (BC) as an alternative mode of book exchange. This is a moderate form of resistance: BC members do not pursue radical, extremist or extreme forms of reaction. Moreover, they act in an alternative way (gift-giving) compared to the traditional market exchange system. They criticise the market system and their activity presents some interesting ‘transformative’ properties. Not so paradoxically, these forms of moderate resistance in some way support the market in order to meet new needs: solidarity, democracy, consumers’ emancipation. Many contemporary communities (e.g. Wayn, Wikipedia, Couchsurfing) seem to possess traits in common with BookCrossing. It is certain that they are not aimed at market subversion: they are aimed at using the market in a different way, in order to compensate for some of its drawbacks. Taken together, these communities collect millions of people around the world, and their role in the emancipation of the consumer society is growing rapidly.