Abstract
This article investigates the eventual performance of critical resistance to neoliberal capitalism in the discourse of a marketing campaign that promotes the organisational form of cooperatives. Through discourse analysis, this article shows that the performed resistance activity in the campaign discourse is non-critical resistance since the dominant discourse of neoliberal capitalism is reproduced. The analysis shows that affective and economic articulations are intertwined in resistance through the discursive promotion of cooperation. The article contributes to understandings of cooperation as potential resistance to neoliberal capitalism, and highlights the risk of resistance simultaneously reproducing the power of dominant discourses.
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