Resisting by Not Consuming: Consumer Animosity or Social Animosity?

Anthropologist Daniel Miller compares a boycott, a form of consumer resistance, to a strike, a symbol of the working class's political awakening. This is undoubtedly an uprising against a power. Therefore, by rejecting consumption, the resistance movement, situated within power relations, takes consumers from being passive actors in the market or passive spectators influenced by brand communications, but instead places them at the center, empowering them to assume an active role.