The cynicism of consumer morality

Based on an empirical analysis of a yearlong netnography of a Swedish online fashion community, and the explication of the concept of modern cynicism, this paper develops a novel perspective on consumer morality. The analysis suggests that modern cynicism informs consumers of the reasonableness in consciously stating one type of morality while acting out another, in order to handle the morally conflicting demands put on them by contemporary consumer culture. The contribution of the paper is mainly threefold: (i) it conceptualizes instances of consumer morality as a form of consumer cynicism; (ii) it advances our understanding of consumer morality by showing how instances of consumer morality are articulated through cynical discursive practices, steeped in an enlightened disbelief in: the market, the other consumer and the self; and (iii) it shows that consumer cynicism, as enlightened critique, does not necessarily constitute an effective form of resistance. It is concluded that we may observe yet another type of morality developing within contemporary consumption, markets and culture: a morality of cynicism where consumers, actors and organizations not only find something healthy, but also something right or good in a cynical reason.