Social transformation in the Scottish islands: Liberationist perspectives on consumer empowerment

Abstract

Through a conceptual framework derived from 1960's Christian Liberation Theology this paper examines the impact of e-commerce upon the social transformation of spatially isolated Scottish communities. While many studies have highlighted the impact of internet adoption upon individual choice and the co-creation of value, this paper argues that such advantages are mediated by structural impediments that constrain its potentially empowering effects. Viewing e-commerce through the lens of liberation theory acknowledges the influence of the economic, political and social environment upon consumer emancipation. While empowerment remains con-textually determined and reflects the desire of groups and individuals to reassert control over their own existence , established hierarchies seek to dominate the power logic and reinforce existing market inequalities.