title: The plurality principle: consumer ethics within an online brand community
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 termino
journal: Consumption Markets & Culture