This study explores the ways in which the democratic notion of "the people" may be enacted in the school choice arena. Through an investigation of a charter school movement in a rural and segregated district in the Deep South, we explore themes of the constituent paradox that enabled the community to move beyond individual interests towards an expression of the common good. It is argued that for "the people" to be invoked via the democratic claim, they must identify more deeply than the institutions of their representation and recognize an expanded form of individualism defined through participation over consumption.