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Anti-racism has been practiced in various ways, with varying degrees of effectiveness. This chapter engages with the body of scholarship that focuses on approaches aimed at promoting anti-racist actions, policies and social change. It discusses some of the main anti-racism strategies that have been deployed across different countries and examines anti-racism practices in interpersonal, intergroup and community settings. These approaches encompass civil rights campaigns, legislative and policy interventions, affirmative action, diversity and inclusion training, prejudice reduction, intergroup contact, organisational development and holistic anti-racism approaches. Some anti-racism practices and policies, such as awareness campaigns, social marketing and diversity training, also extend to digital platforms, with social media and multimedia networks deployed to broaden the reach and impact of anti-racist endeavours. This chapter specifically engages with local anti-racism movements and draws principles for broader implementation of anti-racism policy and practice. It concludes with a brief discussion of the effectiveness of contemporary anti-racism approaches.

This study provides an overview of the application of sentiment analysis (SA) in exploring social movements (SMs). It also compares different models for a SA task of Algerian Arabic tweets related to early days of the Algerian SM, called Hirak.

Related tweets were retrieved using relevant hashtags followed by multiple data cleaning procedures. Foundational machine learning methods such as Naive Bayes, Support Vector Machine, Logistic Regression (LR) and Decision Tree were implemented. For each classifier, two feature extraction techniques were used and compared, namely Bag of Words and Term Frequency–Inverse Document Frequency. Moreover, three fine-tuned pretrained transformers AraBERT and DziriBERT and the multilingual transformer XLM-R were used for the comparison.

The findings of this paper emphasize the vital role social media played during the Hirak. Results revealed that most individuals had a positive attitude toward the Hirak. Moreover, the presented experiments provided important insights into the possible use of both basic machine learning and transfer learning models to analyze SA of Algerian text datasets. When comparing machine learning models with transformers in terms of accuracy, precision, recall and F1-score, the results are fairly similar, with LR outperforming all models with a 68 per cent accuracy rate.

At the time of writing, the Algerian SM was not thoroughly investigated or discussed in the Computer Science literature. This analysis makes a limited but unique contribution to understanding the Algerian Hirak using artificial intelligence. This study proposes what it considers to be a unique basis for comprehending this event with the goal of generating a foundation for future studies by comparing different SA techniques on a low-resource language.

This study aims to investigate barriers and enablers of social media usage by zooming on one specific type of domain: disaster management. First, by systematically reviewing previous studies using a typology to social media usage, this study identifies the challenges often faced. Second, the results are visualized by qualitatively analyzing the focus group discussion data.

This paper opted for an inductive thematic approach of grounded theory, including focus group discussion with ten participants from diverse backgrounds working in the disaster domain. The data is transcribed verbatim and coded using Atlas.ti software.

The findings suggest that the vogue of social media significantly ascends its usage in disaster management. Regulatory, software, physical, authenticity, cultural and demographic rose as challenges for social media usage in disaster management. Findings further indicate enablers as the rise in mobile penetration, democratic participation, increase in living standards, two-way real-time communication, global reach, expeditious decision-making, no space-time constraint and cheaper source of information. Social media, compared to traditional media, is explored. This study has practical implications in helping authorities understand the barriers and enablers for social media usage in disaster management.

Qualitative data analysis of social media usage for disaster management has received scant attention. The main takeaway of this research is to offer clear findings of the purview of social media usage for disaster management. It demonstrates the challenges and enablers of disaster management using social media in the Indian context. Results indicate that leveraging social media for disaster management can extend decision-making for effective disaster management.

Whenever social injustice tackled by social movements receives heightened media attention, charitable crowdfunding platforms offer an opportunity to proactively advocate for equality by donating money to affected people. This research examines how the Black Lives Matter movement and the associated social protest cycle after the death of George Floyd have influenced donation behavior for campaigns with a personal goal and those with a societal goal supporting the black community.

This paper follows a quantitative research approach by applying a quasi-experimental research design on a GoFundMe dataset. In total, 67,905 campaigns and 1,362,499 individual donations were analyzed.

We uncover a rise in donations for campaigns supporting the black community, which lasts substantially longer for campaigns with a societal than with a personal funding goal. Informed by construal level theory, we attribute this heterogeneity to changes in the level of abstractness of the problems that social movements aim to tackle.

This research advances the knowledge of individual donation behavior in charitable crowdfunding. Our results highlight the important role that charitable crowdfunding campaigns play in promoting social justice and anti-discrimination as part of social protest cycles.

The purpose of this paper is to examine the consumer response to brands offering gendered product differentiation (i.e. products “for her” or “for him”).

Across three experiments, the effect of gendered (vs gender-unrelated) product differentiation on perceived brand sexism and word-of-mouth intention was tested. The moderating effects of feminist identity (Studies 1 and 2), endorsement of sexist beliefs (Study 2) and basis (stereotypical vs biological) for product differentiation (Study 3) were also tested.

Consumers perceive brands that offer gendered product differentiation as sexist, which in turn leads to negative word-of-mouth intention. Moreover, consumers with a strong feminist identity are more likely to perceive brands that offer gendered product differentiation as sexist, whereas consumers who endorse sexist beliefs are less likely to do so. Finally, consumers respond negatively when the gendered product differentiation is based on a gender stereotype, but much less so when it seems based on a biological difference between sexes.

Although multiple brands offering gendered products have been denounced by consumers as sexist, no research has examined this phenomenon. This paper pioneers in examining the consumer response to brands offering gendered product differentiation and in demonstrating that consumers perceive such brands as sexist.

The communications industry faces a recruitment crisis. Despite the pivot to hybrid working and the ever-increasing number of young people opting to study the discipline, over half of recruiters in the public sector and three quarters of those recruiting for agencies struggle to fill vacancies. This chapter examines these trends from a radical feminist perspective, arguing the communications industry is squandering young, female talent by failing both new entrants and mothers returning to work after childbirth. This analysis is based on a series of surveys undertaken between 2020 and 2022 to examine the expectations and lived experience of women, and in particular communications students and mothers, working in or aspiring to work in the sector. Over 73% of the women surveyed had experienced gender-based discrimination and harassment, and 66% had been forced to choose between their careers and having a child. Of the young entrants to the profession surveyed, 88% believed becoming a mother would negatively impact their career, while 32% had experienced discrimination while undertaking their student placement. Analysis of these data indicates the sector faces a crisis of its own making by failing to provide a workplace culture worth working in. The chapter concludes only a direct challenge to male hegemony can redress the gender imbalance, free up talent to meet skills shortages and provide lasting change for women working in communications. It offers a series of recommendations for how professional bodies can address these issues and empower young women to achieve the career outcomes they deserve.

Given the historical legacy of policing Black bodies, this research focuses on the structures of anti-Blackness within school policing and the strategies students of Color activists use as they work to defund or abolish police departments in the Los Angeles Unified School District (LAUSD).

Specifically, this article looks to Twitter as a counter-storytelling space for students of Color activists to organize and build movements to end anti-Black school policing. Through the frameworks of critical race theory (CRT) and Black critical theory (BlackCrit), this research applies inductive coding to analyze 42 Twitter posts from three students of Color-led organizations based in Los Angeles.

This document analysis presents four themes, which describe four dominant strategies students of Color activists use in their campaigns to defund or abolish school police in the LAUSD: (1) centering Blackness and Black student experiences, (2) making demands for the elimination of funding and support for school police, (3) calling for a shift in funding to support Black students and (4) employing multiple tactics concurrently.

These findings demonstrate the importance of developing and centering a critical understanding of anti-Blackness to achieve racial and educational justice within social movements.

Moreover, the demands of students of Color activists reflect visions of public schools free from anti-Black school policing.

Upon completion of this case study, students will be able to identify the key changes in the marketing environment affecting the industry, demonstrate the elements of the marketing mix in the fast-food industry, illustrate the crucial elements of customer value-driven marketing strategy, critique relevant marketing strategies that are crucial for business development and formulate effective market expansion strategies for Al-Chef Cafetaria to achieve sustainable competitive advantage in the VUCA world.

The Al-Chef Cafeteria, established by Ali Arif, one of the partners, became one of the most happening quick service restaurants (QSRs) in Patna. However, the outbreak of the COVID-19 pandemic disrupted the once-thriving fast-food market in the city as the government imposed lockdowns to restrict the onslaught of the pandemic. The relentless waves of the pandemic in the subsequent months severely impacted India and worsened the economic challenges. Consumer behaviour towards outdoor eateries, especially QSRs, became uncertain, which led to the exit of several smaller players in the industry. In June 2021, because of an uncertain future, Arif was forced to contemplate different business trajectories for survival and growth. Arif’s resilience was highlighted, as he endeavoured to revive his dream cafe. To start the café, Arif had quit a stable job in the Middle East. His journey mirrored the broader narrative of businesses navigating uncharted waters as the cafe transformed from a flourishing enterprise to one reeling from adversity and looking forward to undergoing a strategist lens for revival. Against an uncertain business landscape and wavering consumer sentiment, Arif grappled with the question of whether a return to normalcy was possible or if a new-normal system would emerge. This case study highlighted the challenges and uncertainties faced by the Al-Chef Cafeteria post-pandemic and the strategies needed to rewire the previous business model to chart a new growth trajectory.

This case is suitable for postgraduate-level marketing management or sales management (business development) courses in any of the following programmes: MBA programme, PG diploma in marketing management/PG diploma in hospitality and tourism management/PG diploma in sales management/PG diploma in food and beverage service/PG diploma in service management, part-time diploma programmes in management and executive programmes in management.

Teaching notes are available for educators only.

CSS 8: Marketing.

Research on the role of women in Public Relations (PR) has seen a notable increase in recent years (Topić et al., 2019), yet exploratory studies on the subject remain limited, particularly concerning the role of women in the academic sphere of PR in Spain. Guided by the imperative to reflect on the role of PR professionals operating within the Spanish academic landscape, this chapter aims to identify and reflect on the role of women in PR academia in Spain to discover the extent to which women are leading the communication faculties where PR is taught; to identify the presence of women in the departments where communication studies take place and to determine women's leadership in national research activity. This study follows a combined approach with two dimensions, exploratory and interpretative, combining quantitative and qualitative techniques. The interpretative approach is developed using a focus group with women currently working in PR education and leading projects and institutions in the Spanish academia. Through this research, we discover the struggles and opportunities they face and identify possible solutions and ideas to improve the situation of women in academia and, specifically, in PR.