124261 KO Critical Media Analysis (2023W)

In this class we will explore the phenomenon of woke-washing, or the use of progressive language and symbols by corporations and other institutions to appear socially and politically progressive, without actually taking meaningful action to address social and political issues. Through a combination of theoretical readings, case studies, and class discussions, students in this course will develop a critical understanding of this often contradictory phenomenon in contemporary culture, the ways it can be identified and challenged.

Students will engage with a range of case studies - historical and contemporary - from corporate responses to the 1906 Race Riots in Atlanta, to Nike’s collaboration with Colin Kaepernick, to Netflix, Disney, and Barbie, in order to examine the different ways in which institutions have been accused of woke-washing, and the consequences of these accusations.

In addition to theoretical readings and case studies, students in this course will interrogate contemporary debates and issues related to woke-washing. This may include discussions of topics such as the role of social media in shaping public opinion about woke-washing, the impact of woke-washing on social and political movements, and more generally, how the meaning of “woke” is being co-opted by the reactionary right, especially in the US. Through class discussions, group activities, and written assignments, students will have the opportunity to develop and express their own perspectives on these and other issues related to the politics of brand culture, consumer culture, and promotional storytelling.