Woke-washing: “intersectional” femvertising and branding “woke” bravery

  title={Woke-washing: “intersectional” femvertising and branding “woke” bravery},
  author={Francesca Sobande},
  journal={European Journal of Marketing},
Purpose This paper aims to explore how and why ideas regarding “intersectional” approaches to feminism and Black activism are drawn on in marketing content related to the concept of being “woke” (invested in addressing social injustices). It considers which subject positions are represented as part of this and what they reveal about contemporary issues concerning advertising, gender, race and activism. Design/methodology/approach This study involves an interpretive and critical discursive… 
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