Podcast
Questions and Answers
According to Sardar and Sweeney, what is the name of the future where current trends and issues manifest themselves in the coming years?
According to Sardar and Sweeney, what is the name of the future where current trends and issues manifest themselves in the coming years?
The familiar future is completely detached and unfamiliar to our current understanding of the world.
The familiar future is completely detached and unfamiliar to our current understanding of the world.
False (B)
What type of future is described as offering a horizon of pure possibility with seemingly infinite alternatives?
What type of future is described as offering a horizon of pure possibility with seemingly infinite alternatives?
the unthought future
Pansera et al. envisioned digital technologies as being ____, just, and guided by democratic deliberation.
Pansera et al. envisioned digital technologies as being ____, just, and guided by democratic deliberation.
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Match the future types with their descriptions:
Match the future types with their descriptions:
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Which of the following best describes the tension present in brand activism today?
Which of the following best describes the tension present in brand activism today?
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Social media is depicted solely as a negative influence on brand activism.
Social media is depicted solely as a negative influence on brand activism.
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Instead of exerting power, how should digital technologies be reimagined according to Pansera et al.?
Instead of exerting power, how should digital technologies be reimagined according to Pansera et al.?
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According to the study, what is one of the potential futures of reconciliation between brand activism and consumer responses?
According to the study, what is one of the potential futures of reconciliation between brand activism and consumer responses?
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The study suggests that all brand activism practices are authentic and ethical, leading to positive consumer responses.
The study suggests that all brand activism practices are authentic and ethical, leading to positive consumer responses.
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What is the term used to describe inauthentic or unethical brand activism practices?
What is the term used to describe inauthentic or unethical brand activism practices?
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According to the passage, social media provides a space where polarization, extremization, and ________ on brand activism thrive.
According to the passage, social media provides a space where polarization, extremization, and ________ on brand activism thrive.
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What type of research methodology was used to study Freeda Media's brand activism?
What type of research methodology was used to study Freeda Media's brand activism?
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Which of the following is NOT a topic covered in the 'Freeda Meets' and 'Freeda for the record' series?
Which of the following is NOT a topic covered in the 'Freeda Meets' and 'Freeda for the record' series?
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Branded activism is defined as simply supporting socio-political issues by brands, without making it part of the brand.
Branded activism is defined as simply supporting socio-political issues by brands, without making it part of the brand.
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The 'Mini-series' format is designed for short, quick videos.
The 'Mini-series' format is designed for short, quick videos.
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What kind of tension is at the core of the study's analysis of brand activism?
What kind of tension is at the core of the study's analysis of brand activism?
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What was the name of the short documentary nominated for the Diversity Media Awards?
What was the name of the short documentary nominated for the Diversity Media Awards?
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Match the following terms with their descriptions:
Match the following terms with their descriptions:
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Freeda Media uses '________' and 'Slang for Freeda' to create a cultural vocabulary of expressions.
Freeda Media uses '________' and 'Slang for Freeda' to create a cultural vocabulary of expressions.
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Match the Freeda Media content formats with their descriptions:
Match the Freeda Media content formats with their descriptions:
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Freeda Media echoes trend topics to create resonance with which group?
Freeda Media echoes trend topics to create resonance with which group?
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Freeda Media avoids controversial subjects in their content.
Freeda Media avoids controversial subjects in their content.
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Name one real life event that was echoed by Freeda Media.
Name one real life event that was echoed by Freeda Media.
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According to Edelman’s 2022 Trust Barometer, which institutions have experienced a decline in trust?
According to Edelman’s 2022 Trust Barometer, which institutions have experienced a decline in trust?
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Brands that take a stand on societal issues are less likely to gain trust from consumers than those that do not.
Brands that take a stand on societal issues are less likely to gain trust from consumers than those that do not.
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What three key areas do brands need to operate at the intersection of, according to the 2021 Edelman’s Special Report on Brand Trust?
What three key areas do brands need to operate at the intersection of, according to the 2021 Edelman’s Special Report on Brand Trust?
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Highly trusted brands are seven times more likely to be ______.
Highly trusted brands are seven times more likely to be ______.
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What risk do brands face if they fail to recognize consumers' call for action or disappoint expectations?
What risk do brands face if they fail to recognize consumers' call for action or disappoint expectations?
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Brand activism is a new concept that has only emerged very recently.
Brand activism is a new concept that has only emerged very recently.
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Match the following concepts with their descriptions:
Match the following concepts with their descriptions:
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What has happened to the trust in media?
What has happened to the trust in media?
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What does Freeda Media do with feminist principles?
What does Freeda Media do with feminist principles?
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Branded activism involves existing brands supporting socio-political issues.
Branded activism involves existing brands supporting socio-political issues.
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What is the main difference between 'brand activism' and 'branded activism'?
What is the main difference between 'brand activism' and 'branded activism'?
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Freeda Media uses a cultural appropriation of the ________ repertoire.
Freeda Media uses a cultural appropriation of the ________ repertoire.
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What kind of lifestyle project does 'branded activism' propose?
What kind of lifestyle project does 'branded activism' propose?
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Freeda Media operates solely as a media outlet and does not engage in marketing.
Freeda Media operates solely as a media outlet and does not engage in marketing.
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Where does the 'cultural authority' of a brand come from?
Where does the 'cultural authority' of a brand come from?
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What was the primary research methodology used to understand Freeda Media's online presence?
What was the primary research methodology used to understand Freeda Media's online presence?
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The netnographic research of Freeda Media focused exclusively on their official social media accounts.
The netnographic research of Freeda Media focused exclusively on their official social media accounts.
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Besides Facebook, Instagram, and YouTube, what other social media platform was analyzed as part of the Freeda Media netnography?
Besides Facebook, Instagram, and YouTube, what other social media platform was analyzed as part of the Freeda Media netnography?
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The netnographic research included an investigative phase complemented by an _ phase.
The netnographic research included an investigative phase complemented by an _ phase.
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Match the social media platform with the number of followers/subscribers Freeda Media had as of May 2022:
Match the social media platform with the number of followers/subscribers Freeda Media had as of May 2022:
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Why are feminist issues considered prominent in Italy, according to the text?
Why are feminist issues considered prominent in Italy, according to the text?
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The netnography was conducted with the primary aim of promoting Freeda Media's brand.
The netnography was conducted with the primary aim of promoting Freeda Media's brand.
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What was identified as the eventual outcome of the cultural milieu in Italy?
What was identified as the eventual outcome of the cultural milieu in Italy?
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Study Notes
Branded Activism: Navigating the Tension Between Culture and Market
- Brands are increasingly navigating a tension between fulfilling cultural expectations and meeting market demands.
- Edelman's 2022 Trust Barometer and 2021 Special Report on Brand Trust highlight a growing consumer expectation for brands to reflect purpose and societal values.
- Brand activism, a recent phenomenon, presents both opportunities (increased trust and purchases) and reputational risks (consumer dissatisfaction due to inconsistencies or inauthenticity).
- The tension between brand activism and market concerns leads to "woke washing," where brands may appear to champion causes while maintaining core business objectives driven by profit.
Woke Washing
- Woke washing describes inauthentic brand activism where marketing messages don't align with a brand's actual values and actions.
- Consumer backlash against perceived inauthenticity often amplifies on social media platforms, creating anti-brand movements.
- Social media is a key catalyst for the amplification of woke washing accusations and consumer criticism, often leading to polarized and highly vocal dialogues.
Cultural Branding and Brand Activism
- Cultural branding recognizes brands as cultural resources, shaping and being shaped by socio-cultural contexts.
- Brand activism goes beyond corporate social responsibility, advocating for social/political change concerning divisive issues.
- The tension between cultural authority (advocacy of social causes) and market motivations often results in mismatches between brand conduct and consumer perceptions.
Anti-Brand Movements
- Anti-brand movements, often fueled by perceived inauthenticity of brand activism, are prevalent on social media.
- Social media platforms facilitate the quick and easy formation of these movements, amplifying consumer criticism and contestations.
- Polarized and highly vocal conversations, generated by anti-brand movements, affect brand reputation and financial performances.
Freeda Media Case Study
- Freeda Media is an Italian media brand advocating for female empowerment, but has faced opposition regarding its practices.
- The study uses netnography to investigate the discourse and interactions around Freeda Media on social media.
- Critics contend Freeda's actions are focused on generating profit from feminist topics, not genuine social change (an example of "woke washing").
Diverse Consumer Perspectives
- Consumers show diverse reactions to brand activism and brand actions on social media.
- Some consumers support Freeda's efforts; others express concerns about its motives and inauthenticity.
- The debate surrounding Freeda Media highlights the complex interplay between brand activism, monetization, and consumer skepticism.
Mismatches and Woke Branding
- Discrepancies exist between Brand DNA/Purpose, brand purpose/conduct, and brand conduct/outcomes all contributing to consumer skepticism around brand activism.
- The case of Freeda Media exemplifies the tension between brand image, corporate activities, and the consumer's perception of a brand's motivations.
Postnormal Times and Branded Activism
- Social media environments are characterized by uncertainty, contradicting viewpoints, and frequent shifts in priorities (post-normal times).
- Companies can use social media to adapt and build trust through dialogue with opposing factions.
- Brand activism in postnormal times requires brands to forge a brand presence that simultaneously supports social causes and acknowledges market concerns.
Netnography
- A research approach used to study online communities and conversations generated by brand activism on social media.
- This method offers a deep cultural insight into the interactional nature of online conversations surrounding Freeda Media.
- This study observes social media conversations related to a brand while being unobtrusive.
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Description
Explore the concepts surrounding brand activism and future trends as outlined by Sardar, Sweeney, and Pansera et al. This quiz tests your understanding of the different types of futures and their implications for brand activism in the digital landscape. Discover how social media, digital technologies, and consumer responses shape the future of activism.
