There are many different types of representations that can be found in marketing. Some represent people who identify as LGBTQ+, some identify as disabled, and others identify as people of color. While these forms of representation may seem like they could provide a positive impact on society, there is another side to the story. There have been criticisms made about how this type of representation could actually hurt those who it is trying to help. One criticism is that this kind of representation is nothing more than pandering for profits. Another one is that it dilutes radical politics.
In terms of visibility, people from marginalized groups gain exposure through advertising. This could potentially lead to greater acceptance within society. People who might not have seen someone like them before are able to see that they exist, which could make them feel less alone. It also gives them an opportunity to see positive depictions of themselves and their peers.
Some argue that this leads to tokenism. Companies often choose individuals who fit into certain stereotypes or identities in order to sell products instead of choosing diverse models based on talent.
A company might hire a transgender model because they think it will appeal to non-binary consumers without considering other factors such as skills or experience level. This could end up dehumanizing the model in question and reducing them to just a prop.
Representation can also water down political issues related to marginalization. When companies use images of minority groups for commercial purposes, it does little to actually address underlying problems. Ads featuring women in positions of power don't actually empower women; they simply perpetuate existing gender roles. Similarly, ads featuring black actors or athletes don't actually combat racism; they reinforce stereotypes by focusing only on negative traits associated with black culture. Representation in marketing may give people a false sense of accomplishment since there doesn't seem to be any real progress happening outside the media sphere.
Is representation in marketing a victory for visibility or a dilution of radical politics?
Representation in marketing is considered a positive development that can increase inclusion and diversity in society, but it can also be criticized as a form of pinkwashing or co-optation. Some argue that increased representation may lead to greater acceptance of marginalized groups while others see it as an exploitation of identities for profit. The debate over whether representation should be valued as a victory or not depends on one's viewpoint and individual experiences.