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Catharina von Koskull, Petra Berg and Johanna Gummerus

This chapter explores wrath in consumers’ collective opposition of wind power by employing rhetoric analysis revealing the explicit verbal forms of wrath. Through a rhetorical lens, the chapter analyzes a case in which resistance succeeded in putting an end to the development of a wind power park in a rural area in Finland. The chapter advances knowledge on how wrath, as a moral emotion of injustice, is expressed in public. The findings show how wrath underlies the ways in which activists try to influence their adversaries as well as to mobilize support among consumer allies. In particular, wrath is expressed through three rhetorical strategies: the morality, the evidence, and the victimization rhetorics. Wrath is visible in “ethos appeals,” but is also used as a resource in framing arguments of more rational as well as emotional characters. Overall, the findings suggest that wrath plays an important role in influencing and mobilizing consumer resistance.