Abstract

PARODI, Gabriela. The figure of the just French consumʹactor: consumer and citizen?. Trab. soc. [online]. 2015, n.25, pp.215-233. ISSN 1514-6871.

The neologism consum'actor (consumer-actor) is used in different social spaces to go to the consumers capable of exercising a form of commitment slant of the consumption. The article shows how the figure of the consum'actor fulfills a function of ideal type in the promotion of the consumption of products of the fair trade for the case of promoters and French consumers´ interviewed in the frame of a sociological research. Observing the mechanism of requalification of the consumer in consum'actor we analyze how there is made an argumentation tending to politicize this act of purchase, interrogating the logic of action of the promoters. The reflexivity of the just consumers on the practices associated with the consum'actor allowed to know the limits in the appropriation of this figure. The field porosity (market, consumption, politics) mobilized in the argumentation for its characterization explains the distance between that function and the limits of its appropriation as social figure of the citizen commitment.

Keywords : Fair trade; Fair consumer; Citizen commitment; Social figure; Ideal-type.

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