Purplewashing

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The feminist symbol including a fist inside of the female sign, enclosed in the color purple, the official color of feminism Womanpower logo.svg
The feminist symbol including a fist inside of the female sign, enclosed in the color purple, the official color of feminism

Purplewashing is a term used to describe the practice of using feminist or LGBTQ+ issues to mask discriminatory or harmful practices. It involves selectively promoting certain aspects of feminism or LGBTQ+ rights to improve a company's or organization's image, while often neglecting or undermining these same issues in other contexts. [1]

Contents

In the context of feminism, it is used to describe a variety of political and marketing strategies aimed at promoting countries, people, companies and other organizations through an appeal to gender equality. [2] [3] This marketing tactic has also been called "Femvertising", which was most discussed in Gillette Razor's #MeToo commercial aimed towards toxic masculinity. [4]

In the context of LGBTQ+ issues, Purplewashing is also a term used to refer to a phenomenon where organizations or individuals selectively represent bisexual people and issues to appear inclusive, often for marketing or public relations purposes. (see LGBTQ+ section below)

Synonyms:

"Pinkwashing" [5] is another term used similarly to Purplewashing, it seems to mean the same thing and is used interchangeably with Purplewashing as sometimes pink is incorrectly labeled as the color of feminism instead of purple.

"Femvertising" is a combination of "feminism" and "advertising," and it refers to a marketing strategy that uses feminist themes or messages to appeal to women consumers

Marketing

Through marketing and political strategies that reinforce a commitment to gender equality, western countries use this as a method of image-cleaning. [6] This marketing tactic has also been called, "Femvertising", which was most discussed in Gillette Razor's #MeToo commercial aimed towards toxic masculinity. In advertisement, women are often portrayed through gender stereotypes, the objectification of the female body and the little representation of women. The term "femvertising" gained popularity in 2014 after the iBlog magazine SheKnows defined it as advertising that uses female-centric talent, messaging, and visuals to uplift and inspire women and girls, specifically due to its ability to question traditional gender stereotypes tied to women in advertising. Through "femvertising" marketers are able to reach female consumers as they use female empowerment to advertise. [7] [8]

One of the most well known examples today is the Dove Campaign for Real Beauty (2004), which aimed to help young women and children gain confidence. By bringing up the idea of physical traits and other stereotypical traits associated to females whether it was personality, role, or occupation, it made sure to raise awareness that everyone was beautiful. Therefore, Dove is known for being positive advocates for women when it comes to social standards as they have used feminism in their advertising. This strategy is now used by many other brands and companies to attract female consumers.

Social media is a way in which companies can further market to females. Social media platforms such as Instagram portray the usage of "femvertising". Ads on social media apps provide a means for brands to bolster products and will strategize the marketable content that the users interacts with. These advertisements are generated based on the users’ activity, increasing interest and therefore the probability of purchases and interaction. [9] Social media feed that relates to females will drive the trends within these apps. Feminism is a popular way social media apps use female topics, such as campaigns for feminism or highlighting social issues involving females. The clothing company H&M designed a campaign titled "She's A Lady" in 2016 that was used on social media platforms. Campaigns as such online display the influence "femvertising" to invest in the interest of females. [10]

Political

There have been many well-known politicians who have said controversial statements regarding women yet continue to introduce schemes and policies that are for women’s development. [11] A very well known Chief Minister who has introduced many reforms and policies for women empowerment campaigns, such as, Mission Shakti which hopes to raise awareness and tackle crime against women has said "Comparing women to energy, he says just like unbridled energy can be destructive and can go haywire, so too if the spirit of women is not controlled then it can prove dangerous." [12] [11] Within the Spanish Army, there have been many legislative and formal changes to fight sexism. However, it has not altered the relationship between the patriarchy and militarism that remains today within the Spanish Army. The report of Centre Delas d’Estudis per la Pau analyzes the women in the Armed Force and how they are far from actually reaching the feminist milestone for equality in the areas of power. Once again demonstrating the militaristic logic and patriarchal domination. The mechanisms and behaviours are perpetuated, regardless of changes, due to the preformative patriarchy. Through certain strategies, the Army has purple washed and therefore instrumentalized women in order to create a false reality of equality and modernity in the Armed Forces. [13]

LGBTQ + [14]

Surface level inclusivity is a concern that the term purplewashing addresses. When it comes to pride events or awareness campaigns, companies may promote LGBTQ+ inclusivity by showcasing bisexuality as part of their broader representation of the queer community. This inclusion is often superficial, focusing on bisexuality as a marketing tool instead of meaningfully addressing the needs or challenges that bisexual individuals face, both within the LGBTQ+ community and society at large.

Bisexuality is sometimes tokenized in corporate pride campaigns—used to appear inclusive, without an actual commitment to advocating for bisexual individuals’ rights. This can be part of a larger trend of rainbow capitalism where companies display rainbow flags or market pride merchandise, but do little to support the community beyond that. The article suggests that this can be especially problematic for bisexual individuals, whose experiences are often invalidated or ignored, even within queer spaces.

Bisexuality is often erased or misunderstood both in mainstream culture and within the LGBTQ+ movement itself. Even when companies claim to support LGBTQ+ rights, their promotional materials may fail to address the unique challenges faced by bisexual people—such as discrimination from both straight and gay communities, or the invisibility of bisexual identities. Purplewashing, in this context, is seen as further contributing to the marginalization of bisexuality by using it for profit without addressing or engaging with its complexities.

See also

Related Research Articles

<span class="mw-page-title-main">LGBTQ community</span> Community and culture of lesbian, gay, bisexual and transgender people

The LGBTQ community is a loosely defined grouping of lesbian, gay, bisexual, transgender, and queer or questioning individuals united by a common culture and social movements. These communities generally celebrate pride, diversity, individuality, and sexuality. LGBTQ activists and sociologists see LGBTQ community-building as a counterweight to heterosexism, homophobia, biphobia, transphobia, sexualism, and conformist pressures that exist in the larger society. The term pride or sometimes gay pride expresses the LGBTQ community's identity and collective strength; pride parades provide both a prime example of the use and a demonstration of the general meaning of the term. The LGBTQ community is diverse in political affiliation. Not all people who are lesbian, gay, bisexual, or transgender consider themselves part of the LGBTQ community.

Queer studies, sexual diversity studies, or LGBTQ studies is the study of topics relating to sexual orientation and gender identity usually focusing on lesbian, gay, bisexual, transgender, gender dysphoric, asexual, aromantic, queer, questioning, and intersex people and cultures.

<span class="mw-page-title-main">Pansexuality</span> Sexual attraction to people regardless of sex or gender identity

Pansexuality is sexual, romantic, or emotional attraction towards people of all genders, or regardless of their sex or gender identity. Pansexual people may refer to themselves as gender-blind, asserting that gender and sex are not determining factors in their romantic or sexual attraction to others.

<span class="mw-page-title-main">LGBTQ marketing</span>

LGBTQ marketing is the act of marketing to LGBTQ customers, either with dedicated ads or general ads, or through sponsorships of LGBTQ organizations and events, or the targeted use of any other element of the marketing mix.

The Corporate Equality Index is a report published by the Human Rights Campaign Foundation as a tool to rate American businesses on their treatment of gay, lesbian, bisexual and transgender employees, consumers and investors. Its primary source of data are surveys but researchers cross-check business policy and their implications for LGBT workers and public records independently. The index has been published annually since 2002. Additionally, the CEI focuses on the positive associations of equality promoting policies and LGBT supporting businesses which has developed to reflect a positive correlation between the promotion of LGBT equality and successful organizations. Following the top 100 corporations that are publicly ranked under the CEI, participating organizations remain anonymous. For businesses looking to enforce and expand LGBT diverse and inclusive policies, the CEI provides a framework that allows businesses to recognize and address issues and policies that restrict equality for LGBT people in the workplace.

Over the course of its history, the LGBTQ community has adopted certain symbols for self-identification to demonstrate unity, pride, shared values, and allegiance to one another. These symbols communicate ideas, concepts, and identity both within their communities and to mainstream culture. The two symbols most recognized internationally are the pink triangle and the rainbow flag.

Lipstick feminism is a variety of feminism that seeks to embrace traditional concepts of femininity, including the sexual power of women, alongside traditional feminist ideas. The concept emerged within the third-wave as a response to ideals created by previous movements, where women felt that they could not both be feminine and a feminist.

Marketing effectiveness is the measure of how effective a given marketer's go to market strategy is toward meeting the goal of maximizing their spending to achieve positive results in both the short- and long-term. It is also related to marketing ROI and return on marketing investment (ROMI). In today's competitive business environment, effective marketing strategies play a pivotal role in promoting products or services to target audiences. The advent of digital platforms has further intensified competition among businesses, making it imperative for companies to employ innovative and impactful marketing techniques. This essay examines how various types of advertising methods can be utilized effectively to reach out to potential consumers

Historically, the portrayal of lesbian, gay, bisexual, transgender and queer (LGBTQ) people in media has been largely negative if not altogether absent, reflecting a general cultural intolerance of LGBTQ individuals; however, from the 1990s to present day, there has been an increase in the positive depictions of LGBTQ people, issues, and concerns within mainstream media in North America. The LGBTQ communities have taken an increasingly proactive stand in defining their own culture, with a primary goal of achieving an affirmative visibility in mainstream media. The positive portrayal or increased presence of the LGBTQ communities in media has served to increase acceptance and support for LGBT communities, establish LGBTQ communities as a norm, and provide information on the topic.

Services and Advocacy for Gay, Lesbian, Bisexual, and Transgender Elders (SAGE) is America's oldest and largest non-profit organization dedicated to improving the lives of lesbian, gay, bisexual, transgender and queer or questioning (LGBTQ+) older people, focusing on the issue of LGBTQ+ aging. According to its mission statement, "SAGE leads in addressing issues related to lesbian, gay, bisexual, transgender, queer and questioning aging. In partnership with its constituents and allies, SAGE works to achieve a high quality of life for LGBTQ+ older people, supports and advocates for their rights, fosters a greater understanding of aging in all communities, and promotes positive images of LGBTQ+ life in later years." SAGE is a 501(c)(3) organization that focuses on advocacy on the local and federal levels, as well as activities, groups, and programs that encourage LGBTQ+ older people to stay connected with each other and the community.

Gender plays a role in mass media and is represented within media platforms. These platforms are not limited to film, radio, television, advertisement, social media, and video games. Initiatives and resources exist to promote gender equality and reinforce women's empowerment in the media industry and representations. For example, UNESCO, in cooperation with the International Federation of Journalists, elaborated the Gender-sensitive Indicators for Media contributing to gender equality and women's empowerment in all forms of media.

<span class="mw-page-title-main">Outline of LGBTQ topics</span>

The following outline offers an overview and guide to LGBTQ topics:

<span class="mw-page-title-main">Pinkwashing (LGBTQ)</span> Promotional use of LGBTQ rights

Pinkwashing, also known as rainbow-washing, is the strategy of deploying messages that are superficially sympathetic towards the LGBTQ community for ends having little or nothing to do with LGBTQ equality or inclusion, including LGBT marketing.

SHE Media is an American digital media company. It operates the website properties BlogHer, SheKnows, STYLECASTER, and HelloFlo. It has been a brand of Penske Media Corporation since 2018.

<span class="mw-page-title-main">Rainbow capitalism</span> Capitalist appropriation and assimilation of sexual diversity

Rainbow capitalism is the involvement of capitalism, corporate capitalism, and consumerism in appropriating and profiting from the LGBT movement. It developed in the 20th and 21st centuries as the LGBT community became more accepted in society and developed sufficient purchasing power, known as pink money. Early rainbow capitalism was limited to gay bars and gay bathhouses, though it expanded to most industries by the early-21st century.

Homonationalism is the favorable association between a nationalist ideology and LGBT people or their rights.

Femonationalism, sometimes known as feminationalism, is the association between a nationalist ideology and some feminist ideas, especially when driven by xenophobic motivations.

Imperial feminism, also known as imperialist feminism, colonial feminism, or intersectional imperialism, refers to instances where critics argue that feminist rhetoric is used to justify empire-building or imperialism. The term has gained prominence in the 20th and 21st centuries, with one scholar asserting that it "privileges inequality through gender bending that masquerades as gendered equality... Imperial feminism privileges empire building through war." The related term intersectional imperialism refers to the foreign policy of Western nations that are perceived as engaging in or supporting imperialistic policies while promoting inclusive and progressive rhetoric at home.

Corporate sociopolitical activism (CSA) refers to a firm's public demonstration of support or opposition to a partisan sociopolitical issue. CSA has become increasingly prominent in recent years, as firms have taken stances on issues such as climate change, racial justice, reproductive rights, gun control, immigration, LGBTQ+ rights, and gender equality.

Commodity feminism theorizes that the mass media appropriates feminism for commercial purposes, using it as a vehicle to sell consumer products and services. By associating brands with key concepts surrounding feminism, such as the idea that women are empowered and strong, marketers and advertisers use feminism in ways that are internally contradictory and appropriative. It is a phenomenon that has fueled contemporary debates on corporations and whether their use of commodity feminism helps or hinders feminism in the long term.

References

  1. ↑ Moscoso, Melania; Platero, R. Lucas (16 February 2017). "Cripwashing: the abortion debates at the crossroads of gender and disability in the Spanish media". Continuum. 31 (3): 470–481. doi:10.1080/10304312.2016.1275158. hdl: 10261/187602 . S2CID   151949284.
  2. ↑ "Del pornoburka al purplewashing, los trucos más sucios contra el feminismo". El Confidencial (in Spanish).
  3. ↑ "Gender and Military Culture" (PDF). Centre Delás.
  4. ↑ Hinman, Pip (2019-01-23). "Gillette, gender and the struggle". Green Left. Retrieved 2020-03-16.
  5. ↑ "The Poisoning Reality of Purplewashing and Pinkwashing". leed. Retrieved 2024-11-19.
  6. ↑ "Purplewashing". Women and feminism. 2021-03-16. Retrieved 2021-03-16.
  7. ↑ Becker-Herby, Elisa. "The Rise of Femvertising:Authentically Reaching Female Consumers". School of Journalism and Mass Communication.
  8. ↑ Åkestam, Nina; Rosengren, Sara; Dahlen, Micael (2017). "Advertising "like a girl": Toward a better understanding of "femvertising" and its effects". Psychology & Marketing. 34 (8): 795–806. doi:10.1002/mar.21023. ISSN   1520-6793.
  9. ↑ Descouens, Margot, and Valentine Gerbault. “Generation Y’s Attitude towards Femvertising in Cosmetics: Women Empowerment or Purplewashing?” UMEÅ University , 2021.https://umu.diva-portal.org/smash/get/diva2:1572017/FULLTEXT01.pdf
  10. ↑ Davis, Darrell (February 13, 2020). "Power of Femvertising a New Weapon for Social Media Marketing".
  11. 1 2 Aggarwal, Ishika (February 4, 2021). "What is purple washing? How does it show the double standards of the perpetrator?". One World News. Retrieved March 8, 2021.
  12. ↑ "UP govt to launch 6-month long women empowerment programme 'Mission Shakti' to raise awareness". News On AIR. October 17, 2020. Retrieved March 8, 2021.
  13. ↑ "Report 41: Acculturation & purplewashing in the Spanish Army. A study of token women". Delas. Retrieved 2021-03-16.
  14. ↑ "The Paradox of Purple Washing". Queer Majority. 2020-01-01. Retrieved 2024-11-19.
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