This article provides an analysis of the militant rhetoric used by consumer activist movements through the lens of conceptual metaphor theory (CMT). This theory, developed in the field of cognitive linguistics, highlights the fact that our metaphorical language is not only literal. It also orders our thoughts and actions. We begin by demonstrating the extent to which this theory is useful in developing a detailed understanding of consumer activist movements when compared to other conceptual approaches. Specifically, CMT makes it possible to better identify how actors experience their militant activities. We then conduct a virtual ethnographic study to examine the content of verbal and non-verbal communication produced and published online by activists. Various cases of real consumerist activism are studied through the metaphorical language used by these activists. The results of our observations enable us to identify those aspects of activism that are emphasised to consumers with a view to informing and persuading them. Finally, we discuss the conceptual and methodological perspectives stemming from this research.
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