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Full-Text Articles in Sociology
Turning Movements Into Markets: How Corporations Co-Opt Cultural Values For Profit, Anthony J. Capote
Turning Movements Into Markets: How Corporations Co-Opt Cultural Values For Profit, Anthony J. Capote
Dissertations, Theses, and Capstone Projects
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 …