Hiding politics in plain sight: cause marketing, corporate by Patricia Strach
By Patricia Strach
As past due because the Nineteen Eighties, breast melanoma used to be a stigmatized sickness, lots in order that neighborhood journalists refrained from utilizing the notice "breast" of their tales and early breast melanoma businesses suggested away from it of their names. yet activists with enterprise backgrounds started to associate with organisations for subsidized runs and cause-marketing items, from which a element of the proceeds would receive advantages breast melanoma examine. Branding breast melanoma as "pink"--hopeful, optimistic, uncontroversial--on the goods american citizens see on a daily basis, those activists and firms generated a pervasive knowing of breast melanoma that's extensively shared by way of the general public and embraced via policymakers. sincerely, they've been winning: this present day, extra americans understand that the purple ribbon is the logo of breast melanoma than comprehend the identify of the vice chairman.
Hiding Politics in simple Sight examines the prices of utilising industry mechanisms--especially reason marketing--as a technique for swap. Patricia Strach means that industry mechanisms do greater than bring up information of matters or funds to aid charities: additionally they have an effect on politics. She exhibits that industry mechanisms, like corporate-sponsored walks or cause-marketing, shift factor definition clear of the contentious approaches within the political sphere to the marketplace, the place advertisements campaigns painting complicated matters alongside a unmarried measurement with an easy resolution: breast melanoma learn will discover a medication and american citizens can take part simply through deciding to buy specially-marked items. This industry pageant privileges much more really expert actors with connections to company. besides, cooperative marketplace activism essentially alters the general public sphere via uploading techniques, values, and biases of market-based motion into politics. industry activism doesn't simply convey social issues into industry transactions, it additionally brings marketplace biases into public policymaking, that is inherently undemocratic. consequently, and key activists paintings cooperatively instead of contentiously, they usually outline concerns as consensual instead of arguable, primarily hiding politics in undeniable sight.
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Additional info for Hiding politics in plain sight: cause marketing, corporate influence, and breast cancer policymaking
What can an in-depth look at cause marketing and a case study of breast cancer tell us about framing and agenda setting? What are the implications of this study for understanding influence, power, and politics in America today? I discuss the methodology employed in this book before turning to the empirical work. Few sources of data exist for studying who participates in cause- marketing campaigns, how often, and for what products, let alone the effects of these activities on broader social and political phenomena.
Foundations 43 movement as outside the scope of study. 68 Kendrowski and Sarow draw on framing and agenda-setting theory to show how grassroots survivors’ organizations influence media attention and, ultimately, policymakers. ”69 Their analysis focuses on how advocacy shapes media attention and ultimately policy, but they do not analyze market mechanisms. In sum, cause marketing is an often-used corporate and organizational mechanism. The large body of social science literature on breast cancer focuses on how these strategies have created particular cultural understandings and an emphasis on individual prevention.
Breen, The Marketplace of Revolution: How Consumer Politics Shaped American Independence (New York: Oxford University Press, 2004). 26. Landon R. Y. Storrs, Civilizing Capitalism: The National Consumers’ League, Women’s Activism, and Labor Standards in the New Deal Era (Chapel Hill: University of North Carolina Press, 2000); Meg Jacobs, Pocketbook Politics: Economic Citizenship in Twentieth- Century America (Princeton, NJ: Princeton University Press, 2005); Cohen, A Consumers’ Republic. 27. 28 Issues surrounding purchasing power were never far down on the governmental agenda, and citizens measured their well-being in large part by their ability to purchase goods and services.