The capacity to think independently about consumption rather than outsourcing judgment to brands, influencers, or algorithms, reclaiming the intellectual autonomy Sor Juana championed.
Sor Juana's struggle for intellectual autonomy centered on refusing to let others determine what she thought or valued. Consumer culture systematically undermines this same autonomy through sophisticated manipulation: algorithmic targeting, influencer marketing, and psychological exploitation designed to override our judgment. Knowledge sovereignty in consumption means reclaiming the ability to decide for ourselves what we need, value, and buy. This requires deliberate practices: questioning advertising claims, resisting algorithmic recommendations, diversifying information sources, and reflecting on our actual desires versus manufactured wants. It means recognizing manipulation when we encounter it and choosing to respond differently. Sor Juana's intellectual independence offers a model—she read widely, thought critically, and formed her own conclusions despite enormous pressure to conform. Consumer knowledge sovereignty operates similarly: we educate ourselves about production, we seek diverse perspectives, we resist simplistic messaging, we trust our own judgment. This reclamation of agency is simultaneously personal and political, refusing both external manipulation and our own complicity in systems we claim to oppose.
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