How far is too far? The role of political correctness in shaping inclusive brand messaging on TikTok: a qualitative analysis
Bianchi, Lavinia (A.A. 2024/2025) How far is too far? The role of political correctness in shaping inclusive brand messaging on TikTok: a qualitative analysis. Tesi di Laurea in Marketing communication & new media, Luiss Guido Carli, relatore Paolo Peverini, pp. 219. [Master's Degree Thesis]
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Abstract/Index
Literature review. Introduction to advertising. Diversity and inclusion in advertising (DIA). Brand activism: from message to movement. Theoretical framework. What is political correctness? Criticism and challenges to PC. Political correctness in the digital age. The role of social media for inclusive interaction. Analysis and methodology. Justification of methodology. Campaign 1: So Win, Nike (2025). Campaign 2: Javier in Frame, Google Pixel (2024). Campaign 3: The Name, P&G (2022).
References
Bibliografia: pp. 211-216. Sitografia: pp. 217-219.
| Thesis Type: | Master's Degree Thesis |
|---|---|
| Institution: | Luiss Guido Carli |
| Degree Program: | Master's Degree Programs > Master's Degree Program in Marketing (LM-77) |
| Chair: | Marketing communication & new media |
| Thesis Supervisor: | Peverini, Paolo |
| Thesis Co-Supervisor: | Serafini, Ludovica |
| Academic Year: | 2024/2025 |
| Session: | Summer |
| Deposited by: | Alessandro Perfetti |
| Date Deposited: | 21 Oct 2025 08:03 |
| Last Modified: | 21 Oct 2025 08:03 |
| URI: | https://tesi.luiss.it/id/eprint/43417 |
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