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JUST DOUGH IT! An Analysis of Nike and Ben & Jerry’s Use of Corporate Activism as It Pertains to the Black Lives Matter Movement

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dc.contributor.advisor Best, Amy
dc.contributor.author Wagner, Miriam
dc.creator Wagner, Miriam
dc.date 2021-05-11
dc.date.accessioned 2022-05-13T21:39:41Z
dc.date.available 2022-05-13T21:39:41Z
dc.identifier.uri http://hdl.handle.net/1920/12827
dc.description.abstract On May 25th, 2020 George Floyd, an innocent Black man, was unjustly murdered by a police officer in Minneapolis, Minnesota. Mass Black Lives Matter mobilizations occurred around the nation. Shortly after his death, corporations took to their own social media pages and posted statements condemning this incident and what they would be doing to help combat this injustice. Nike and Ben & Jerry’s released statements that highly resonated with the public. This thesis looks at how corporations engage with activism and shape public discourse. I conducted an online qualitative content analysis looking at Nike and Ben & Jerry’s Facebook, Twitter, and Instagram pages and online news articles. This study revealed that corporate activism can be categorized into three categories: Conscientious Activism, which is when corporations boldly and shamelessly engage with activism, Performance Activism which is when corporations only engage with activism to appear proactive or socially just, and Reactive Activism, which happens when corporations engage with activism only after being pressured by other consumers, the state, or other corporations. en_US
dc.language.iso en en_US
dc.subject corporate activism en_US
dc.subject Ben & Jerry's en_US
dc.subject Nike en_US
dc.subject corporate social responsibility en_US
dc.subject Black Lives Matter movement en_US
dc.title JUST DOUGH IT! An Analysis of Nike and Ben & Jerry’s Use of Corporate Activism as It Pertains to the Black Lives Matter Movement en_US
dc.type Thesis en_US
thesis.degree.name Master of Arts in Sociology en_US
thesis.degree.level Master's en_US
thesis.degree.discipline Sociology en_US
thesis.degree.grantor George Mason University en_US


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