Commodifying Consciousness (Master's Thesis)

​

Challenge: Brands are employing neoliberal multicultural strategies to target and depict marginalized communities. These strategies are seen as indicative of positive social change that has been fueled by a growing consciousness among those who desire, and demand, inclusion and authenticity. An industry argument is that “diverse” ads speak to everyone, especially marginalized peoples who are encouraged to consume the brands advertised.

​

Research & Insight: A social semiotic analysis of an Urban Decay Instagram ad revealed communications of neoliberal discourse as well as the inclusion of postfeminist and postracial discourse, which are categorized as co-optations of consciousness. These co-optations in no way substitute for ongoing efforts to dismantle oppressive systems. They in fact serve as subtle reinforcement. Semi-structured interviews among 33 women were conducted, including 11 who self-identified as Black, 11 as Latina, and 11 as Asian. Various other identities, including class, nationality, and sexuality were captured via an identity questionnaire. A thematic analysis of interview data revealed that participants’ intersecting identities of race and gender contributed to their interpretation of the ads and to their awareness of being (mis)represented, or absent, in advertising. Self-awareness of their identities and mine (as a Black woman researcher) facilitated a safe space for open discussion and revealed opportunities for organizing around difference.