Date of Award
Spring 2012
Degree Type
Thesis
Degree Name
Master of Arts in American Studies (MAST)
Department
American Studies
First Advisor
Dr. Kenneth Maffitt
Second Advisor
Dr. Amber Hutchins
Abstract
This paper explores how consumer identity is evolving as a response to technology and how for-profit brands are leveraging that identity evolution. It then posits that in order for human rights to become normalized in the United States, human rights NGOs must adopt the same strategics as their for-profit competitors or risk losing the next generation and becoming obsolete.