Who loves consent? Social media and the culture jamming of Victoria’s Secret

Stephanie Madden, Melissa Janoske, Rowena Briones Winkler, Zach Harpole

Research output: Contribution to journalArticlepeer-review

17 Scopus citations


This study explores responses to the culture jamming of Victoria’s Secret’s by a feminist activist organization called FORCE. Using social media, FORCE was able to troll Victoria’s Secret by masking themselves as part of the brand and community through the campaign Pink Loves Consent. This act of dissensus disguised as consensus created an entry point into conversation with followers of Victoria’s Secret, spurring an online dialogue about creating a consent-based culture. This study provides recommendations for activist organizations wanting to use social media culture jamming to create culture change.

Original languageEnglish (US)
Pages (from-to)171-186
Number of pages16
JournalPublic Relations Inquiry
Issue number2
StatePublished - May 1 2018

All Science Journal Classification (ASJC) codes

  • Communication
  • Linguistics and Language
  • Strategy and Management
  • Organizational Behavior and Human Resource Management
  • Marketing


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