Who loves consent? Social media and the culture jamming of Victoria’s Secret

Madden, Stephanie; Janoske, Melissa; Winkler, Rowena Briones; Harpole, Zach

doi:10.1177/2046147x18764216

Cited by 16 publications

(9 citation statements)

References 30 publications

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“…Relevant research investigates how parody and irony are used as creative and disruptive tools in order to articulate social protest against established communication orders. Culture jamming may be agonistic when creating ‘productive dissensus’ (Madden et al, 2018: 183), but appropriation as its key strategy also has a downside (Heath and Potter, 2006). This study showed how the provocative social protest against Nike’s campaign ultimately turned into an affirmative replication of Nike’s own communicative framework.…”

Section: Resultsmentioning

confidence: 99%

The contingency of corporate political advocacy: Nike’s ‘dream crazy’ campaign with Colin Kaepernick

Hoffmann

Nyborg

Averhoff

et al. 2020

Public Relations Inquiry

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An emerging field of research views Corporate Political Advocacy (CPA) as a communication strategy that responds to the challenges of public relations in divided societies. CPA takes a political position in public and, by doing so, appears to deliberately alienate some of its stakeholders. This study challenges the assumption that CPA discards a unifying epideictic rhetoric in favour of agonistic politics. The investigated case is Nike’s Dream Crazy campaign starring American football player Colin Kaepernick, whose protest against race discrimination in the United States sparked a heated public debate. Although the critical analysis of the campaign and responses on Twitter reveal deep political cleavages, Nike is concurrently engaged in unchallenged communication praising the hyper-individualism of a market ideology. The epideictic contingency of Nike’s CPA undermines the social cause ostensibly at the heart of the campaign: the fight against racial discrimination.

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Section: Resultsmentioning

confidence: 99%

The contingency of corporate political advocacy: Nike’s ‘dream crazy’ campaign with Colin Kaepernick

Hoffmann

Nyborg

Averhoff

et al. 2020

Public Relations Inquiry

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show abstract

“…Particularly, the strategy of trapping shows how platform features such as hashtags, flagging and reporting and generating fake accounts are used to oppose the political actorhood of the brand. Some of these resistance strategies borrow from cultural jamming by altering and parodying the original message (Carducci, 2006; Klein, 1999; Harold, 2004; Madden et al , 2018; Thompson et al , 2006). These practices also reflect the varying nature of networked publics and online consumer cultures on different platforms (Arvidsson and Caliandro, 2016; Van Dijck, 2013); the most hostile voices were found on anonymous online forums, where subcultures appropriated the campaign language and hashtags for their own purposes and the campaign gained an afterlife.…”

Section: Discussionmentioning

confidence: 99%

Opposing brand activism: triggers and strategies of consumers’ antibrand actions

Pöyry

Laaksonen

2022

EJM

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Purpose In brand activism, a brand promotes contested sociopolitical causes to highlight its values. Brand activism also alienates those consumers who disagree with the cause, who might, consequently, target the brand with critical, negative or even aggressive actions. This paper aims to study the triggers and strategies of consumers’ antibrand actions given in response to brand activism. Design/methodology/approach Qualitative content analysis and multiple correspondence analysis were used to study consumer responses directed at a chocolate brand’s campaign that advocated civilized online conversions and opposed hate speech, a politically heated topic. In total, 1,615 messages were collected from social media platforms. Findings Field infringement, political accusations and questioned impact of the campaign triggered consumers to turn against the campaign. Strategies to undermine it included boycotting, discrediting the brand and trapping. Trapping – creatively using technological affordances to create harm to the brand – was typically triggered by political associations. Research limitations/implications Findings relate to the critical responses regarding one campaign only. Practical implications By understanding the political discussion around the chosen cause, including the opponents’ typical triggers and strategies, brand activism can more credibly advocate for contested social causes and communicate brand values. Originality/value Political antibrand actions are distinct from the previously identified functional and ethical antibrand actions, and they are noninstrumental by nature. Practices that are native to social media are central to political antibrand actions, and social media platforms contribute to how such disappointment is articulated and acted upon.

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“…Embodied direct action is a crucial part of driving attention to PETA's other channels and messages. And, as Madden, Janoske, Winkler, and Harpole (2018) pointed out, social media use intersects with these other activist strategies, providing the "opportunity and support for continuing to develop and galvanize that group repeatedly over time" (p. 182). This study thus points to the need to explore the interplay between the visual nature of direct action and its online circulation.…”

Section: Implications and Conclusionmentioning

confidence: 99%

Raining on SeaWorld’s Parade: PETA’s Direct Action and Public Interest Communication

Stokes

2019

JPIC

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PETA is well known for creative animal rights activism, with studies exploring how its text-based advocacy creates change regarding societal treatment of animals. What is less explored is how PETA uses on the ground direct action strategies as public interest communications (PIC). For PIC scholars, these strategies are relevant, as direct action provides communicators with experiential ways to persuade stakeholders of new perspectives to push for social change. Building on previous studies in public relations activism and PIC, this essay argues that PETA’s direct-action strategies complement its text-based advocacy by shaping stakeholder perception through encounters with material realities, specifically by using embodied forms of persuasion. Answering how public interest communicators create effective persuasive messages on the ground is crucial in understanding contemporary social change.

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Who loves consent? Social media and the culture jamming of Victoria’s Secret

Cited by 16 publications

References 30 publications

The contingency of corporate political advocacy: Nike’s ‘dream crazy’ campaign with Colin Kaepernick

The contingency of corporate political advocacy: Nike’s ‘dream crazy’ campaign with Colin Kaepernick

Opposing brand activism: triggers and strategies of consumers’ antibrand actions

Raining on SeaWorld’s Parade: PETA’s Direct Action and Public Interest Communication

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