<\/p>\n\n\n\n
Psychology under the influence of Neoliberalism suggests that negative emotions should be suppressed even in times of social and political crisis. The created apolitical order causes people to become more individualistic and less reactive to collective issues. Hence, just as the Classical Economy Approach puts forward, Neoliberalism promotes that people\u2019s economic decisions become more predictable since their reactions are no longer influenced by their emotions and beliefs. However, boycotts, as collective emotional responses to inequalities and inhumane political strategies, seem to be an actor that destruct and rebuild the Neoliberal market. The change in people\u2019s priorities creates a less predictable economic structure and pushes brands to refresh and adapt their financial strategies. As a result, the individual is no longer an object that is programmed for the best choice, rather they become the active agent of the global market. This paper will focus on the internal dynamics of the Palestine Boycott as a significant actor in the global market.\u00a0<\/p>\n\n\n\n
Neoliberal rationality creates a rational and abstracted image of human, who is not influenced by external and internal inconsistencies and disturbances. However, the rigid market becomes vulnerable with emotions being politicised. Boycott as a collective action should not only be considered as a political but also an emotional intervention of masses to the market. Since October 7 of 2023, the systematic massacre on Palestinian society has psychologically affected the whole world, triggering negative emotions such as fear, anger, disgust, shame and collaboration among people. The mutual negative feelings of people facilitated mobilization of the masses and provoked a sense of agency on political decisions. The pursuit of justice and emotional solidarity has eclipsed the neoliberal logic of self-interest and maximization. People set aside the habitual prioritization of their own well-being and instead act altruistically, guided by empathy for others.<\/p>\n\n\n\n
According to Adams et al. (2019), dominant trends in psychological science tend to idealize high-arousal positive affect as the normative standard of well-being. Boycott resists this cultural imperative to \u201cstay positive\u201d and rather than suppressing the anger it organizes it. It rejects the idea that anxiety is a psychological unhealth condition, and sees it as a must consequence of an unfair systematic violence. In doing so, they disrupt the neoliberal paradigm of affect regulation. Its influence was mostly on brands that openly supported Israel, such as McDonalds by providing food for Israeli Army and Starbucks that is known as a big financier of Israel. Both brands have experienced a dramatic fall in sales especially in Muslim countries. Furthermore, this sharp impact of masses on the market pushed corporations to develop new strategies to deal with it, they were compelled to issue public statements and launch pro-Palestinian campaigns in response to growing public pressure. To sum up, corporations have paid an economic price for public emotional backlash, and individuals have asserted their right to feel negative emotions through collective action. That comes with a question: Can the marketplace evolve into a true emancipatory domain directed by collective moral agency, justice and human dignity?<\/p>\n\n\n\n
The market, often framed as a domain of profit and competition, in fact has the potential to become a space of human freedom and moral expression. Rather than passively adapting the consumer norms and suppressing their negative emotions, the masses should see themselves as active participants in the marketplace with full consciousness of their economic choices. Through this form of engaged participation, the market ceases to be a neutral mechanism driven solely by monopolistic power and begins to transform into a space shaped by ethical commitments, collective memory, and emotional truth.<\/p>\n\n\n\n
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