A Moderate View of the “Rebels” Who Refuse Mass Consumption

The sociological literature contains few studies of individuals who persistently resist market incentives to buy mass consumer goods. This article offers a detailed analysis of the term réfractaire (“rebel”) in the case of the diffusion of mobile telephony in France. First, based on an examination of the few articles on the subject of refusal of mass produced innovations, the author chooses the concept of rationality to support his argument. He then shows that non-possession of a mobile phone cannot be understood without the construction of alternative uses and a grasp of usage of modes of communication mediated within a system of practices. Finally, in light of the manifestation of social pressure to own a mobile phone, and reactions to it, the author examines the absence of ownership and minimalist use.