What is it about?
This study explores how Thai brands use media campaigns, particularly TV commercials and YouTube videos, to challenge traditional gender roles and promote environmental awareness. It examines the evolution of brand activism in Thailand, focusing on how companies address gender equality and environmental issues in their marketing strategies. The research highlights several case studies of Thai brands that have created campaigns merging gender inclusivity with environmental consciousness. These campaigns often feature diverse representations of gender, challenge stereotypes, and encourage sustainable practices. The study also discusses the impact of these campaigns on Thai society, including their influence on politics, education, and family structures.
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Why is it important?
This research is significant because it demonstrates how brand activism can be a powerful tool for social change in Thailand. By combining messages about gender equality and environmental responsibility, brands contribute to critical societal discussions and potentially influence public attitudes. The study shows that media campaigns can be crucial in challenging traditional gender norms and promoting more inclusive and sustainable practices. This is particularly important in Thailand, where there are ongoing efforts to promote gender equality and address environmental challenges. The research also highlights the potential for brands to influence policy, education, and grassroots movements, suggesting that brand activism can have far-reaching effects beyond consumer behaviour.
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This page is a summary of: Challenging Gender Roles in the Environmental Issues, May 2024, Taylor & Francis,
DOI: 10.4324/9781032670508-11.
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