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  • Commercialization of Social Issues

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    Julia
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    1) The document discusses the commercialization of social issues, where symbols of social movements become commercial goods targeted at niche groups through emotionally conditioned marketing. 2) Companies engage in this to profit from "activist" consumers or demonstrate support for social issues. 3) One example is "rainbow capitalism" - a market economy where people are differentiated by sexual orientation or identity and pride merchandise is sold, with some companies donating to related charities.

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    Commercialization of social issues

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    1) The document discusses the commercialization of social issues, where symbols of social movements become commercial goods targeted at niche groups through emotionally conditioned marketing. 2) Companies engage in this to profit from "activist" consumers or demonstrate support for social issues. 3) One example is "rainbow capitalism" - a market economy where people are differentiated by sexual orientation or identity and pride merchandise is sold, with some companies donating to related charities.

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    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pdf or txt
    9 views11 pages

    Commercialization of Social Issues

    Uploaded by

    Julia
    1) The document discusses the commercialization of social issues, where symbols of social movements become commercial goods targeted at niche groups through emotionally conditioned marketing. 2) Companies engage in this to profit from "activist" consumers or demonstrate support for social issues. 3) One example is "rainbow capitalism" - a market economy where people are differentiated by sexual orientation or identity and pride merchandise is sold, with some companies donating to related charities.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
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    of 11

    Commercialization

    of social issues

    JULIA RYBICKA
    1 Commercialization of social issues - meaning

    2 Reasoning behind this approach


    PLAN OF THE
    PRESENTATION 3 Rainbow capitalism

    4 Disadvantages and advantages


    COMMERCIALIZATION
    OF SOCIAL ISSUES -
    WHAT DOES IT MEAN?


    Symbols = commercial goods
    Emotionally conditioned reaction


    Niche target group
    Emotionally conditioned reaction
    The "activist" consumer
    REASONING

    PROFIT OR DEMONSTRATING SUPPORT?


    EXAMPLES
    RAINBOW CAPITALISM

    Socioeconomic and market Market economy where Pride merchandise


    phenomenon people are differentiated
    according to their sexual
    orientation and identity
    No barriers to entry
    +
    Donations to charities
    ADVANTAGES
    AND
    DISADVANTAGES
    Social issue = trend
    - "Waterlogged" money into the
    same kind of corporate structures
    Summary + Conclusion
    Thank you for
    your attention

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