Dissertations, Theses and Capstone Projects

Date of Award

Spring 2012

Degree Type


Degree Name

Master of Arts in American Studies (MAST)


American Studies

First Advisor

Dr. Kenneth Maffitt

Second Advisor

Dr. Amber Hutchins


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.