Article2020

Consuming for the Greater Good: “Woke” Commercials in Sports Media

34 citations0/0 files storedCommunication & Sport

No readable copy stored yet — this record is metadata only.

No open-access location is known for this record yet.

Literature note Cite in a project Citation map

Consumer Behavior in Brand Consumption and Identification Physical Education and Sports Studies Sports, Gender, and Society

Abstract

Amidst a crisis in the US racial state over the summer of 2020, typically “politically” averse professional sports leagues proliferated anti-racist statements. We see the sudden advertising of corporate values and politics by sports leagues as stemming from the development of socially conscious marketing (SCM) in recent years. Marketers celebrate commercials such as Nike’s Dream Crazy (2019) since they amplify the political speech of activists, such as Colin Kaepernick, and advertise ways for consumers to engage in ethical consumption. Using discourse analysis of marketing literature on SCM and textual analysis of SCM commercials shown during sporting events, we show that SCM appropriates dissent against neoliberal capitalism in order to legitimate capitalism and resist systemic change during a moment of crisis. We conclude that while we can continue to expect professional sports leagues and other brands to appear “woke,” we should not expect to see change in the exploitative conditions that make them profitable.

Paper brief

Loading…

Cite this work

Citation unavailable for this work.

BibTeX RIS CSL-JSON

No public copy is stored for this record, so only the metadata is cited.

Citations in this library

Citation map →

Stored only when both papers are in the corpus — 34 citations exist upstream.

References

1979A Three-Dimensional Conceptual Model of Corporate Performance 1985Black Marxism: The Making of the Black Radical Tradition 1996Green consumers in the 1990s: Profile and implications for advertising 2003The Expediency of Culture 1999Lockdown America: Police and Prisons in the Age of Crisis 1983How Capitalism Underdeveloped Black America: Problems in Race, Political Economy and Society 2000The Millennial Consumer in the Texts of Our Times: Experience and Entertainment 2011Competing for Consumer Identity: Limits to Self-Expression and the Perils of Lifestyle Branding

Cited by

2024Social purpose branding approaches: a typology of how brands engage with a social purpose 2022Selling vs. Supporting Motherhood: How Corporate Sponsors Frame the Parenting Experiences of Elite and Olympic Athletes 2022“Willpower knows no obstacles”: Examining Neoliberal Postfeminist Messaging in Nike’s Transnational Advertisements for Women 2024Is woke advertising necessarily woke-washing? How woke advertising and (mis)aligned corporate practices influence perceived woke-washing

Explore the map →

Papers that cite the same references — the relational fallback while embeddings are still backfilling.

Imported from OpenAlex (CC0) — nothing here is generated.