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The Affective, the Normative and the Everyday: Exploring What Motivates and Sustains Anti-Austerity Activism

This chapter explores what motivates and sustains anti-austerity activism within the context of continued austerity. It affirms the centrality of the affective and normative dimensions of political engagement by demonstrating that anti-austerity activism is motivated and sustained by three core elements; emotion, morality and relationship. Individuals are motivated by an emotional response to perceived injustice combined with normative ideals about how society should be and how we should act in relation to others. They utilise notions of humanity and empathy to combat the dehumanising effect of neoliberal capitalism and its focus on individualism and competition. Participants translate such abstract, universal concepts into concrete, particular actions through a focus on everyday activism and individual choices. Rather than an outright rejection of individualism, participants seek to redefine it in ways that move away from the dominant neoliberal understanding and towards reconciling the individual with the wider collective and common good. Here, activism is conceptualised as a moral duty. Participants therefore suggest that everyone and anyone can and should do activism, with small acts making a difference. This chapter begins to unpick the ways in which activists resist, subvert and sometimes unwittingly reinforce neoliberal capitalism, as well as questioning the problematic distinction drawn between ‘non-activist’ and ‘activist’.