Oppositional Consciousness

Definition:

Oppositional Consciousness:  Knowledge of an opposing opinion or view being conveyed.  This is usually followed by a defense or an action, by the offended side, to correct or change the antagonistic idea.      

Example:  Once upon a time, Mc Donalds came out with the "New Big Mac" which is bigger, better, and more flavorful.  Somebody gets upset and starts a protest, which gets quite a following, on why it is not a "New Big Mac", and its really just the same old lame Big Mac with just a little more meat in it.  The Mc Donalds Corporation becomes aware of this accusation.  In response, they explain why and how the revamped burger is different.  Basically they started using the larger more flavorful GMO beef patties rather than natural beef patties.  

Evidence:
"Along with a tradition of service and pride, an oppositional consciousness has evolved in
Fayetteville as social activists have attempted to harness hegemony by co-opting the symbolism
of Fort Bragg for their own ends." (Heaney and Rojas pg. 248)

Work Cited

Heaney and Rojas. "Harnessing the Symbolism of Fayetteville".  Springer Science+Business Media. 2006. Web. 31 March 2016.