Bringing Together Multiple and Diverse Forms of Resistance to Innovation: A Rhetorical Approach to the Anti-5G Movement

David Massé; Louis Vuarin

doi:10.37725/mgmt.2025.8750

David Massé i3-SES, Télécom Paris, CNRS, Institut Polytechnique de Paris, France; and i3-CRG, Ecole polytechnique, CNRS, Institut Polytechnique de Paris, France
Louis Vuarin EM Normandie Business School, Métis Lab, Caen, France; and i3-SES, Télécom Paris, CNRS, Institut Polytechnique de Paris, France

DOI: https://doi.org/10.37725/mgmt.2025.8750

Keywords: 5G, Rhetorical approach, Resistance to innovation, Argument decentring

Abstract

Numerous resistance or contestation movements exhibit a surprising ability to bring together individuals with very different sensibilities and arguments that may be contradictory. Rooted in a study of a resistance movement against 5G technology, this article helps to better understand the phenomenon whereby multiple and heterogeneous resistances come together within the same movement by showing the role played by rhetoric. We analyse the great diversity of arguments in 5G resistance, focussing on four main lines that structure the arguments, and we shed light on an ‘argument decentring’ phenomenon where, although they may not adopt the arguments advanced by other opponents, some actors leverage the resulting controversy to legitimate their own discourse and increase the credibility of their own lines of argumentation. By considering rhetoric as a mechanism that aggregates resistance movements, this study contributes to a better understanding of the mechanisms and effects of argument heterogeneity, in particular online or on social media.

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Author Biographies

David Massé, i3-SES, Télécom Paris, CNRS, Institut Polytechnique de Paris, France; and i3-CRG, Ecole polytechnique, CNRS, Institut Polytechnique de Paris, France

David Massé is an associate professor and co-head of the Digital, Organization, and Society (NOS) group at Télécom Paris and a researcher at the Interdisciplinary Institute of Innovation (i3-SES). He holds a PhD from École polytechnique and spent five years as a researcher at Ubisoft’s Strategic Innovation Lab. His work focuses on the organization of creative industries, the impact of digital technology on society, innovation processes, and the various business models and action logics within the collaborative economy.

Louis Vuarin, EM Normandie Business School, Métis Lab, Caen, France; and i3-SES, Télécom Paris, CNRS, Institut Polytechnique de Paris, France

Louis Vuarin is an assistant professor in management and organization theory at EM Normandie. He holds a PhD in management science from ESCP Business School, completed in 2020, and also conducted postdoctoral research at Télécom Paris. As a researcher specializing in organization theory and innovation management, his work focuses particularly on epistemic processes—specifically, how individuals reason, produce knowledge, and interpret truth and justification within organizations. He is also the academic director of the Master of Science in International Marketing and Business Development.

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