The term ‘woke’ originated in the 1940s and referred to being aware of social injustice, often expressed as ‘stay woke’. It was created by and for the black community in their fight against racism. As the term has now gained mainstream attention, its meaning has broadened to cover a more general awareness of social injustices affecting all groups. In this blog, we’ll discover ‘woke culture’ and the impact it is having on modern day society.
What does woke mean to us?
A recent study found that the majority of Britons (57%) have heard of term “woke,” and understand what it means. Despite this widespread of awareness, 73% of people use the phrase disapprovingly, while only 11% use it positively.
Critics of “woke culture” say it can lead to cancel culture, where people get overlooked for not agreeing with progressive views. Some also feel it limits free speech or pushes people to conform to particular political or cultural beliefs.
What is Cancel Culture and how is impacting people online?
Cancel culture initiated from the idea of “cancelling” or cutting ties with someone, a concept originally referenced in the 1980s on television and in films. It has now evolved on social media and has become much easier, allowing anyone to be “cancelled” quickly. As it offers a platform for holding people accountable for their actions, it can have a significant impact on individuals or companies being targeted.
People have different views on the purpose of cancel culture: some see it as a way to hold individuals accountable, others view it as a form of punishment for wrongdoing, and some believe it’s used simply for entertainment.
Although people assume cancel culture only happens to celebrities, it can also exist on a personal level and can affect relationships and everyday lives. A recent study found that nearly 60% of Britons have “at least sometimes” stopped themselves from expressing political and social views for fear of judgment or negative responses from others.
The Social Media Trends Related to Wokeness
Throughout 2012 to 2015, a series of incidents drew attention to the mistreatment of young Black Americans by the police. This triggered a wave of activism for social justice and equality, resulting in the Black Lives Matter movement. In 2013, the hashtag #BlackLivesMatter began, encouraging people to “stay woke” and remain aware of racial injustices. Since then, the phrase “Black Lives Matter” has been tweeted over 30 million times, and “stay woke” has gained strength and became a powerful symbol of the growing activism movement.
What is Woke Washing and what is causing it?
Traditionally, brands avoided engaging in marketing strategies that highlighted social or political issues, but with the rise of term ‘woke’, many brands have started to. For example, Nike featured an NFL player, the first athlete to kneel during the national anthem in the U.S., in an ad with the message: “Believe in something, even if it means risking everything”. Despite the advertisement producing $6 billion for the firm and increasing brand awareness among its target audience, it also resulted in a boycott of Nike products. This negative response is often triggered by “woke washing,” which occurs when consumers sense a lack of authenticity in a brand’s marketing. This happens when a brand’s practices do not clearly align with the values they promote in their messaging.
A recent study found that 60% of respondents had a positive view of the Nike advertisement, with 73% believing it was an appropriate topic for the brand to engage with. However, only 45% believed that Nike showed a genuine commitment to these values.
References
https://www.pewresearch.org/internet/2021/05/19/americans-and-cancel-culture-where-some-see-calls-for-accountability-others-see-censorship-punishment/
https://nycmuseumgallery.org/1196/entertainment/how-has-social-media-affected-cancel-culture/
https://yougov.co.uk/politics/articles/43645-most-britons-now-know-what-woke https://theconversation.com/woke-washing-what-happens-when-marketing-communications-dont-match-corporate-practice-108035
https://theconversation.com/where-woke-came-from-and-why-marketers-should-think-twice-before-jumping-on-the-social-activism-bandwagon-122713
https://www.humanrightscareers.com/issues/what-does-woke-mean/
