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This is the first of a two-part Screencast on ethcial consumerism -- the main focus being on the infleunce of ethical consumerism as a form of social contolr over comapnies. Here, we explore the the way ehtcial consumerism works, and its development and growth. Being an ethical consumer means buying products which are ethically produced or are not harmful to the environment and society. This can be as simple as buying free-range eggs or as complex as boycotting goods produced under unethcoal circumstsnces or in coutreis with dubious political regiemes or practcies. Products which fall into the ethical category include organic produce, fair trade goods, energy-efficient light bulbs, electricity from renewable energy, recycled paper and wood products with Forest Stewardship Council approval. The aim of this Screencast, part 1 of a two parter, is to explore how ethical consumerism is a form of political activism, linking it to a new form of lifestyle political activism. Moreover the lecture will also consider the characteristics of ethical consumers -- what is the class and gender of an ethical consumer. The lecture will also examine how ethical consumerism works through the use of labeling and pressure group mobilization. There is also the trole of celebrities in certain ethcial consuemr campaigns. For instance, the recent growth of ethical farm foods has been spearheaded by what Becker terms moral entrepreneurs -- take the celebrity chef Jamie Oliver as a prime example. The seocnd part of the Screencast will consider how successful or effective ethical consumerism really is in reality and whether there are more effective alternatives to ethcial consumerism.
