Dig for victory! Anti-consumerism, austerity, and new historical subjectivities

Bramall, Rebecca (2011) Dig for victory! Anti-consumerism, austerity, and new historical subjectivities Subjectivity, 4 (1). pp. 68-86. ISSN 1755-6341

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In recent years, austerity-related discourses have become a popular means of imagining and promoting more sustainable living. This article situates the re-emergence of the slogan ‘dig for victory’ in the wider discursive formation of ‘anti-consumerism’, and explores the relationship between the ‘defetishizing’ qualities of commodity histories and the constitution of ethico-political consuming subjects. Following Laclau’s notion that a conversion of subjectivity results from persuasion, I suggest that the persuasiveness of ‘dig for victory’ lies in its insistence upon historical solutions to today’s problems. The discourse seems to consolidate the dominant-hegemonic ‘myth of the home front’, yet ‘dig for victory’ also appears to have the capacity to render certain radical ideas, such as operating outside of the capitalist commodity system, unthreatening and even appealing. I explain why this case study points to an urgent need to rethink the historical as a resource for the constitution of radical collective projects and agents.

Item Type: Journal article
Additional Information: This is a post-peer-review, pre-copyedit version of an article published in Subjectivity. The definitive publisher-authenticated version is available online at: http://www.palgrave-journals.com/sub/journal/v4/n1/abs/sub201027a.html
Uncontrolled Keywords: austerity; anti-consumerism; environmentalism; history; home front; sustainability
Subjects: L000 Social Sciences > L200 Politics
P000 Mass Communications and Documentation > P300 Media studies
V000 Historical and Philosophical studies > V200 History by area > V390 History by Topic not elsewhere classified
L000 Social Sciences > L900 Cultural Studies
V000 Historical and Philosophical studies > V500 Philosophy
DOI (a stable link to the resource): 10.1057/sub.2010.27
Faculties: Faculty of Arts > School of Arts and Media
Depositing User: Rebecca Bramall
Date Deposited: 10 Jun 2011 08:43
Last Modified: 26 Feb 2015 11:59
URI: http://eprints.brighton.ac.uk/id/eprint/8597

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