Jun 21, 2021
PRIDE: A hidden pseudo-event
by Hailey Kraft. Published on 6/20/21.
“Pride for Profit”
These terms are coined for companies that use the Pride movement as a profitable event. The pride movement had begun in 1969 with the Stonewall Riots, where there had been a handful of spontaneous demonstrations as a protesting result of the police raids happening the day before. These riots are known as one of the important dates and known as the “beginning” of the movement. This helped push the fight for equality that is continued to date.
Pseudo-Events: What are they? Why does it matter here?
Pseudo-events are events that are created with the sole purpose of publicity or attention from the media. These events generally do not have actual news coverage however become the subject of some form of coverage for a certain period of time. Pseudo-events are carefully choreographed, prepared in advance with no chance of anything going wrong. They are designed to be interesting, attention-grabbing, and maximize exposure.
In an article written by Robert V Hudson of Michigan State University, Hudson gives examples on how he provides his classroom with assignments for Public Relations. These include assignments specifically written with the intention of governmental and political events. Of these, there is one assignment specifically on Psuedo-Events, stating “it gives [me] some control over the reporting problems encountered and a comparative base for evaluating the stories.” (Hudson, 1974)
How is Pride for Profit a Pseudo-Event?
With the celebrations and parades beginning after the legalization of same-sex marriage in 2015, a multitude of companies has begun seeing how they can profit off of this movement. From taking the symbols that represent the community and placing them on the product itself to selling the products with the statement that a “percentage of the proceeds” go to a charity or fundraiser for the community.
In the example from the article, we find that the events were catered with an educational purpose with governmental and political intentions. This smaller audience is generally not as widespread as events like pride parades or even the planning of Pride products. The reason that pride parades or products are more nationwide is that this is one brand choosing that for the month of June, every normal product and packaging they would initially have would be edited to show support of a movement. The changed design would have millions of versions made to be shipped all over the nation and potentially even worldwide.
“Rainbow Currency”
Many companies also only create PRIDE-themed products for the intention of their brand looking better and standing in support of a movement. There are products like food items, haircare products, to even clothing being made in support of this movement. With that being said, how much does it actually benefit the charities or the movement behind the product? There are always statements like “A percentage of proceeds go towards The Trevor Foundation,” but often no actual proof of the paperwork or donations. That can help promote the idea that Pride products are often just a pseudo-effect and a public relations promotional item to make the brand look better without often supporting the cause at hand.
References
Hudson, R. V. (1975). “Pseudo-events” give public affairs prof helpful controls.” Journalism Educator, 29(4), 22–24.
