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Abstracts prior to volume 5(1) have been archived!

Issue 5(1), October 2010 -- Paper Abstracts
Girard  (p. 9-22)
Cooper (p. 23-32)
Kunz-Osborne (p. 33-41)
Coulmas-Law (p.42-46)
Stasio (p. 47-56)
Albert-Valette-Florence (p.57-63)
Zhang-Rauch (p. 64-70)
Alam-Yasin (p. 71-78)
Mattare-Monahan-Shah (p. 79-94)
Nonis-Hudson-Hunt (p. 95-106) 


The Antifa Marketing Model: Examination, Application, and Implications for Future Research

Author(s): Lucy L. Henke

Citation: Lucy L. Henke, (2021) "The Antifa Marketing Model: Examination, Application, and Implications for Future Research," Journal of Marketing Development and Competitiveness, Vol. 15, Iss. 2,  pp. 92-101

Aricle Type: Research paper

Publisher: North American Business Press


This paper analyzes the online presence of antifa from a marketing perspective to identify its marketing communication and brand-building tactics for comparison to those of other radical groups. Positioning itself as victim within a well-established grievance ideology is central to the antifa brand narrative, which uses a “persecution appeal” to persuade individuals to pursue a higher purpose by taking action against monolithic and powerful oppressors, thus transforming themselves into intellectually fascinating and emotionally compelling protagonists. The antifa model is used as a framework for analysis of Choose Democracy, another activist site. Similarities between the groups suggest that the antifa marketing model can be useful for analyzing and countering online radicalization.