Careful consumption and aspirational ethics in the media and cultural industries: Cancelling, quitting, screening, optimising

We are witnessing an era of increased intensity of consumer activism (and its discontents) within the arts, cultural and media industries. Ethical, radical, activist and even ‘woke’ consumer interests are now actively catered to across almost all goods and services, from food, fashion and fast-moving consumer goods to tourism, transport and finance. The aim of this paper is to analyse another field where these practices have recently focussed – the media and cultural industries. Drawing on interviews with 20 self-identified feminist and ethical consumers, this article examines how hyperconscious ethical consumption of cultural and media content is lived out and experienced as careful consumption. How are these careful audience activities described, rationalised and understood by the interview participants? What deliberative processes do they undertake and how does that guide them to certain conclusions about what media, art and culture they are willing to watch or not, where they draw the line, and why? This article shows how perceptions of consumer choice, responsibility and culpability are being channelled into an aspirational ethics, involving forms of self-improvement, self-care and self-control such as screening and filtering content, ‘cancelling’ and boycotting media, and attempts to correct, optimise and diversify our tastes and interests.