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Turning Movements in to Market : = How Corporations Co-Opt Cultural Values for Profit.

Record Type:	Language materials, manuscript : Monograph/item
Title/Author:	Turning Movements in to Market :/
Reminder of title:	How Corporations Co-Opt Cultural Values for Profit.
Author:	Capote, Anthony.
Description:	1 online resource (130 pages)
Notes:	Source: Dissertations Abstracts International, Volume: 85-11, Section: B.
Contained By:	Dissertations Abstracts International85-11B.
Subject:	Home economics. -
Online resource:	click for full text (PQDT)
ISBN:	9798382601526

Turning Movements in to Market : = How Corporations Co-Opt Cultural Values for Profit.
Capote, Anthony.

Turning Movements in to Market :How Corporations Co-Opt Cultural Values for Profit. - 1 online resource (130 pages)

Source: Dissertations Abstracts International, Volume: 85-11, Section: B.

Thesis (Ph.D.)--City University of New York, 2024.

Includes bibliographical references

In this dissertation, I explore how corporations engage in values-based marketing in the 21st Century. It is hardly a new phenomenon for corporate advertising to co-opt popular cultural values and trends. With the rise of platform capitalism - under which digital platforms generate wealth by cultivating our online data and resell it to advertisers - as well as the political and social context of the Trump Administration, however, major corporations have entered a new phase in the marketing framework that aims to attract consumers based specifically on their cultural and political values. Using a mixed methods approach I explore the current trends in advertising at the highest levels, including major media events like the Super Bowl and digital advertisements that litter our social media feeds daily. In the first methodology, I created a data set of 316 Super Bowl commercials from 2016 to 2021 and employed a Natural Language Processing tool called Latent Dirichlet Allocation to identify 12 key thematic elements across all 3026 commercials. Then, I conducted a qualitative textual analysis of each commercial to confirm and analyze the themes identified in my topic modeling method. Finally, I conducted nine target interviews with corporate leaders and advertising workers to uncover the processes by which corporations produce and disseminate values-based advertising. What I found is that while corporations are extremely adept at co-opting shifting cultural values in the consumer landscape, most advertisements are not exactly political outside of a specific socio-cultural context. That is, it's true that advertisers want to appeal to your habits, likes, and dislikes, but the narrative of an overwhelmingly "woke" consumer marketplace is largely a myth created by the right-wing media ecosystem to weaponize white male rage.

Electronic reproduction.
Ann Arbor, Mich. :
ProQuest,
2024

Mode of access: World Wide Web

ISBN: 9798382601526Subjects--Topical Terms:

568501
Home economics.
Subjects--Index Terms:

Computational social scienceIndex Terms--Genre/Form:

554714
Electronic books.

Turning Movements in to Market : = How Corporations Co-Opt Cultural Values for Profit.
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