The Silver Lining to the Mushroom Cloud: A Netnographic Analysis of Consumers Enjoying Systemic and Existential Risk

To theorize how consumers process systemic and existential risks to market society, this netnography adopts a psycho-social perspective to study doomsday preppers, consumers preparing for the collapse or breakdown of society. In doing so, it demonstrates how the concept of ‘Jouissance’ explicates consumers’ orientation towards doomsday risks.