Goldberg: Why 'Bud Lighting' isn't stopping anytime soon
Why are there boycotts if they don’t work? Because the definition has changed. The goal is rarely to affect the bottom line but to hurt the reputation of the company and create headaches for management.
But even that is secondary. Most boycotts are what historian Daniel J. Boorstin called “pseudo-events,” also known as media events, which are, in Boorstin’s words, “produced by a communicator with the sole purpose of generating media attention and publicity.” A successful boycott is one that raises awareness or donations for the organizers. As Northwestern University professor Brayden King told the website, “The No.
In other words, boycotts work for the boycotters even if they don’t work against their targets. Activist groups, on the left and right, have known this for years. The media attention provides fundraisers some evidence to donors that the group is doing something tangible.Dylan Mulvaney has broken her silence on the transphobic backlash since her partnership with Bud Light: ‘Dehumanization has never fixed anything.
My skepticism that the Bud Light example can be replicated stems from the particulars of the product and its market. Generic, cheap, low-calorie beer is a commodity easily replaced by competitors. What Bud Light sells is the brand.
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