The plurality principle: consumer ethics within an online brand community

Canavan, Brendan

Abstract

Agnes Heller's moral philosophy based around plurality is introduced in this article into consumer ethics. Plurality emphasises that open and tolerant societies make moral choices more readily available. Netnography explores moral evaluations of gender and sexuality representation and inclusion within an online consumer community. Findings show that members of the Drag Race sub-Reddit emphasise diversity and inclusivity when interpreting and responding to current events concerning gender terminology and LGBTQ sub-culture gatekeeping. Forum exchanges are moderated by community members using humour. Individual differences of opinion are accommodated to the extent that they do not stigmatise specific groups. In this way plurality acts as an idealistic and pragmatic value, around which a flexible but cohesive, contradictory yet consistent, sub-culture ethics agglomerates.

Citation

Canavan, B. (2024). The plurality principle: consumer ethics within an online brand community. Consumption, Markets and Culture, 27(5), 505-520. https://doi.org/10.1080/10253866.2025.2455610

• Journal Article Type: Article
• Acceptance Date: Jan 14, 2025
• Online Publication Date: Jan 23, 2025
• Publication Date: 2024
• Deposit Date: Jan 21, 2025
• Publicly Available Date: Jul 1, 2026
• Journal: Consumption, Markets and Culture
• Print ISSN: 1025-3866
• Electronic ISSN: 1477-223X
• Publisher: Taylor and Francis
• Peer Reviewed: Peer Reviewed
• Volume: 27
• Issue: 5
• Pages: 505-520
• DOI: https://doi.org/10.1080/10253866.2025.2455610
• Keywords: Consumer Ethics; Agnes Heller; Drag Race; LGBTQ; Plurality; Netnography
• Public URL: https://nottingham-repository.worktribe.com/output/44423669
• Publisher URL: https://www.tandfonline.com/doi/full/10.1080/10253866.2025.2455610