19 Nov From Consumer to Citizen: A New Perspective
From Consumer to Citizen: Blackout the System is a movement that emphasizes the ideal of citizen over consumer. It is a powerful critique of how capitalism commodifies identity and reduces societal roles to economic functions rather than empowering human and civic engagement
From Consumer to Citizen: Challenging Commodification of Identity
In this episode we examine how comedian, Josh Johnson, challenges the commodification of identity; and how movements like “Blackout the System” (Nov 25–Dec 2) help people reclaim civic and moral agency over economic dependence. This deceptively simple, yet powerful critique of how capitalism commodifies identity and reduces our roles in society to economic functions rather than human or civic ones.
When Johnson says “I am not a consumer; I am a citizen”, he’s rejecting the idea that his primary purpose in society is to buy, use, or dispose of things. By contrast, a citizen carries a sense of belonging, responsibility, and participation. A citizen contributes to shaping society — they vote, advocate, care, build, protect, and question. It’s a reminder that citizenship is not transactional — it’s transformational.
Johnson is reminding us that citizenship is not transactional — it’s transformational.
- Data capitalism: Your attention and behavior are monetized. You become a product sold to advertisers.
- Cultural commodification: Even rebellion, culture, and activism are branded and packaged for profit.
- Social media capitalism: Personal identity becomes a performance optimized for engagement metrics.
- Civic commodification: Political parties market themselves as brands competing for consumer loyalty, not as moral communities deliberating truth and justice.
The “Blackout the System” movement is a living example of this rejection of commodified identity. By pausing consumption, we shift from the identity of consumer to citizen; from customer to constituent. That act — symbolic and strategic — forces society to see that the system runs on our consent and engagement, not on its own momentum. It invites people to withdraw their economic participation as an assertion of civic consciousness.
Rejection of Commodified Identity
Reminder, our “system” isn’t broken – it’s working as designed. To benefit the wealthiest few and exploit the rest of us. We have to ask: Why are corporations so successful while their employees are not
3 Fundamental Questions:
What happens when we withdraw our labor and money from the system?
How do everyday people build power?
How does this relate to systemic economic injustice, corporate control, and community resilience?
Ponder This...
What would it look like for you to live as a citizen, not a consumer, for one week?
If you participate in the Blackout the System Movement, what conversations does it spark?
If democracy were a co-op instead of a marketplace, what would your membership contribution be?
The Truth...
“The greed of this nation—from corporations to politicians—has magnified exploitation and fueled hatred against the people,” said Isaiah Rucker Jr., Founder of the Blackout The System Movement. “We are standing united to reclaim our dignity, our money, and our power. Unity is community, and community is power. That power is with the people.”
Episode Resources...
Josh Johnson | Blackout the System
https://www.facebook.com/reel/2208236329702719
Blackout the System: We’re not asking.
https://www.blackoutthesystem.com
We’re Shutting It Down: Coordinated Economic Blackout
https://www.blackenterprise.com/economic-blackout-nov-25-dec-2-blackout-the-system
Take Action: Community Building
https://www.blackoutthesystem.com/community-building
Building Mutual Aid Networks | It’s Not Charity. It’s Solidarity.
https://www.blackoutthesystem.com/about-mutual-aid
Citizens United, Explained
https://www.brennancenter.org/our-work/research-reports/citizens-united-explained
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