Pride, not prejudice: a cross-cultural big data analysis of consumer reactions to rainbow-washing in advertising
Pride, not prejudice: a cross-cultural big data analysis of consumer reactions to rainbow-washing in advertising
Vaibhav Shwetangbhai Diwanji, Nhung Nguyen, Michaella Barros Coelho, Macy Burkett, Rim H. Chaif & Moses U. Okocha (Ph.D Student) (2025): Pride, not prejudice: a cross-cultural big data analysis of consumer reactions to rainbow-washing in advertising, International Journal of Advertising https://doi.org/10.1080/02650487.2025.2477405
Abstract: This study utilized a big data approach to investigate 128,520 consumer Reddit posts about rainbow-washing from non-Western (India, Indonesia, Malaysia, South Africa) and Western (USA, UK, Australia, Canada) cultures. The findings reveal both micro-level linguistic narratives and macro-level cultural differences in how consumers react to rainbow-washing. This research deepens our understanding of consumer activism against ‘woke’ brands, contributing to both intercultural and narrative-based theories of advertising.
Related Research
-
The Natural StateKeith Wilson is the Producer of “The Natural State,” a feature documentary that premiered at the Telluride Film Festival. Description: In 1989, Julie Thayer, a wealthy mother from New York […]
-
Pleased to AnnounceKeith Wilson and his live documentary performance “Pleased to Announce” was featured in a Documentary Magazine interview with Academy Award winning editor Maya Daisy Hawke https://www.documentary.org/online-feature/why-am-i-doing-keith-wilson-talks-about-his-live-cinema-performance-awards-season Description: “How does the […]