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Discursive analysis of rejection voices against brand social responsibility initiatives in Indonesia

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  • Bambang Sukma Wijaya

    (Bakrie University)

Abstract

A health soap product brand launched an advertising campaign about an initiative to improve sanitation facilities and educate people about clean living in one of the most underdeveloped villages in East Nusa Tenggara, Indonesia. Unfortunately, this campaign was rejected by various elements, from local non-government organizations, nomads, residents, and local media to the regional government. Rejection is based on advertising content that displays poverty in the village. Using a Foucauldian discursive formation approach, this study intertextually analyses advertising documents, news reports, petitions, microsites, social media, and online comments to understand media representation and voices of resistance and discover various conflicting interests, ethnic identity politics, regional sentiment, and political economy intertwined within the text as the power/knowledge. This study underscores the need for sensitivity to ethnic identity in brand social responsibility initiatives, as it is a crucial aspect of respect and consideration.

Suggested Citation

  • Bambang Sukma Wijaya, 2025. "Discursive analysis of rejection voices against brand social responsibility initiatives in Indonesia," Palgrave Communications, Palgrave Macmillan, vol. 12(1), pages 1-11, December.
    • Handle: RePEc:pal:palcom:v:12:y:2025:i:1:d:10.1057_s41599-024-04337-y
    DOI: 10.1057/s41599-024-04337-y
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    References listed on IDEAS

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    1. Khosro Jahdi & Gaye Acikdilli, 2009. "Marketing Communications and Corporate Social Responsibility (CSR): Marriage of Convenience or Shotgun Wedding?," Journal of Business Ethics, Springer, vol. 88(1), pages 103-113, August.
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    3. Becker-Olsen, Karen L. & Cudmore, B. Andrew & Hill, Ronald Paul, 2006. "The impact of perceived corporate social responsibility on consumer behavior," Journal of Business Research, Elsevier, vol. 59(1), pages 46-53, January.
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