quote:

By the mid-2010s, language associated with wokeness had entered the mainstream media and was being used for marketing. Abas Mirzaei, a senior lecturer in branding at Macquarie University says that the term "has been cynically applied to everything from soft drink to razors". In 2018, African-American journalist Sam Sanders argued that the authentic meaning of woke was being lost to overuse by white liberals and co-option by businesses trying to appear progressive (woke-washing), which would ultimately create a backlash.

The term woke capitalism was coined by writer Ross Douthat for brands that used politically progressive messaging as a substitute for genuine reform. According to The Economist, examples of "woke capitalism" include advertising campaigns designed to appeal to millennials, who often hold more socially liberal views than earlier generations. These campaigns were often perceived by customers as insincere and inauthentic and provoked a backlash summarized by the phrase "get woke, go broke".

Cultural scientists Akane Kanai and Rosalind Gill describe "woke capitalism" as the "dramatically intensifying" trend to include historically marginalized groups (currently primarily in terms of race, gender and religion) as mascots in advertisement with a message of empowerment to signal progressive values. On the one hand, Kanai and Gill argue that this creates an individualized and depoliticized idea of social justice, reducing it to an increase in self-confidence; on the other hand, the omnipresent visibility in advertising can also amplify a backlash against the equality of precisely these minorities. These would become mascots not only of the companies using them, but of the unchallenged neoliberal economic system with its socially unjust order itself. For the economically weak, the equality of these minorities would thus become indispensable to the maintenance of this economic system; the minorities would be seen responsible for the losses of this system.

quote:

Originally posted by ensigmatic:
Nah. They'll just invent new ones.

quote:

Originally posted by trapper189:

quote:

Originally posted by ensigmatic:
Nah. They'll just invent new ones.

There are 26 letters in the alphabet.