Where ‘woke’ came from and why marketers should think twice before jumping on the social activism bandwagon

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Where ‘woke’ came from and why marketers should think twice before jumping on the social activism bandwagon

The conversation

The Conversation

Womans march - Sophia on unsplash
The 2017 Women’s March in Los Angeles, featuring allies. Photo: Samantha Sophia on Unsplash

Abas Mirzaei of Macquarie University looks at the history of ‘woke’ and how it has been tilted to serve many purposes

First used in the 1940s, the term “woke” has resurfaced in recent years as a concept that symbolises awareness of social issues and movement against i, Black Lives Matter protest in Sherman Oaks Galleria, Black Lives Matter protest in Sherman Oaks Galleria. Photo: Brad Sherman on WikiCommons
References

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