The impact of woke culture and political correctness on advertising
DOI:
https://doi.org/10.34630/tth.v6i1.7258Keywords:
Advertising, WokeCulture, PoliticalCorrectness, Inclusion, BrandActivism, ReputationAbstract
In a context where brands are increasingly expected to take a stand on issues such as diversity, inclusion, and social justice, advertising has emerged as a key space for symbolic dispute. This article examines how woke culture and political correctness have reconfigured advertising communication. To this end, it explores three core dimensions: the shift in representational criteria, the consolidation of inclusive discourses and brand activism, and the escalation of public controversies, including allegations of opportunism and polarized audience reception. The paper´s primary contribution lies in demonstrating that this transformation cannot be viewed simply as progress or a threat. While it has increased the visibility of historically marginalized groups, it has also made brand legitimacy more heavily dependent on the alignment between discourse and practice.References
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