Organizational Analysis Paper
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University of Nebraska, Lincoln *
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101
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Communications
Date
Apr 3, 2024
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7
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Organizational Analysis of Ben & Jerry
’s
Encountering Hegemony University of Nebraska –
Lincoln COMM 101: Communication in the 21st Century October 27
th
, 2023 Organizational Analysis of Ben & Jerry
’s
Encountering Hegemony
Ice Cream is a sweet treat enjoyed by all; however, it would not be thought to be a part of an effort to move society forward towards equality. This research paper delves into Ben & Jerry's, the renowned ice cream company, and their role in advocating for the Black Lives Matter movement, epitomized by their ice cream flavor, "Justice Remix'd." By adopting the metaphor of the "Organizational Detective," this paper investigates how Ben & Jerry's has navigated the complexities of hegemony and social change, analyzing their communication strategies and their consequences in the context of racial justice.
The following sections will proceed to identify the issue of hegemony within Ben & Jerry's, explain the social issue of racial justice that the organization seeks to address, dissect their interventions into social change through "Justice Remix'd," critically assess the implications of these actions, and offer an evaluation alongside recommendations. The exploration will culminate in a conclusion that summarizes the key findings and leaves the reader with an insightful perspective on the intersection of ice cream, activism, and social change focused on hegemony. Within the context of Ben & Jerry's activism, the issue of hegemony revolves around the cultural and systemic norms that shape the discourse surrounding racial inequalities and systemic bias. Hegemony is described as the dominance of one group over others. Ben and Jerry's involvement in the Black Lives Matter movement highlights their recognition of the dominant narratives that have perpetuated these power imbalances. In terms of hegemony, described by Black Lives Matter organization (2013), “whose mission is to eradicate white supremacy and build local power to intervene in violence inflicted on Black communities by the state and vigilantes
.”
The concept of hegemony is deeply rooted in the notion of power structures and dominant ideologies. In the context of racial justice, it reflects the prevailing cultural narratives that perpetuate racial biases and inequities. Ben & Jerry's recognition of these hegemonic norms is a response to the urgent need to challenge and reshape the discourse. This is described by Ben and Jerry’s (2019) mission statement which states
,” We
have a progressive, nonpartisan social mission that seeks to meet human needs and eliminate injustices in our local, national, and international communities.”
The Black Lives Matter movement stands as one of the most significant civil rights movements of our time. It addresses the deeply rooted issues of racial injustice and police brutality, emphasizing the urgency of social change. The introduction of "Justice Remix'd" ice cream by Ben & Jerry's serves as a tangible manifestation of their commitment to challenging hegemonic norms and supporting this cause. The Black Lives Matter movement emerged in 2013 in response to the acquittal of Trayvon Martin's killer and has since grown into a global movement. It challenges the hegemonic narratives that have perpetuated racial biases and injustices. The urgency of this movement is evident in the protests and demonstrations that have swept the nation, demanding a transformation of dominant narratives. "Justice Remix'd" serves as a counter-hegemonic statement that corporations can challenge prevailing norms by addressing these issues.
Ben & Jerry's intervention into the Black Lives Matter movement is marked by the creation of "Justice Remix'd" ice cream, it was created to make people aware of racial injustice and donate much-needed funds to criminal justice reform organizations. This section delves into the company's decision-making processes, stakeholder involvement, and the creativity and constraint in their approach to challenging hegemonic norms and supporting social change. A
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statement given by Ben and Jerry
’s (2019), “We believe justice should be for everyone, not just the white and wealthy. So we’re speaking out in the best way we know of —
with a euphoric ice cream flavor —
for an end to structural racism in our broken criminal legal system.”
The decision to create "Justice Remix'd" was not taken lightly. It required a careful balance of creativity and constraint to challenge the hegemonic norms perpetuating racial injustices, in addition to considering the potential public backlash. The flavor's components, like cinnamon and chocolate, were chosen not only for their taste but for their symbolic defiance of dominant narratives. Ben & Jerry's consulted with various stakeholders, including organizations within the Black Lives Matter movement, to ensure that their actions aligned with counter-
hegemonic efforts. This is not Ben & Jerry
’s
first intervention on social change but is often regarded as the guideline for a company to also play a part as an organization that fights causes for change rather than profit. This is perfectly described by the New York Times, Marchese (2020), saying “It has now become trendy for corporations to take a stance on social
-justice issues without fear of hurting the bottom line. In fact, it’s widely seen as a way to do the opposite, and that has a lot to do with groundwork laid by Ben Cohen and Jerry Greenfield, the founders of Ben & Jerry’s Homemade ice cream.”
The introduction of "Justice Remix'd" raises critical questions about the potential outcomes of Ben & Jerry's activism. This section delves into the impact of their actions on power dynamics, effectiveness, and ethical implications. "Justice Remix'd" succeeded in raising awareness about racial justice and criminal justice reform. The colorful pint container featured powerful imagery and messages related to systemic racism, drawing the attention of consumers and sparking conversations about the need for change. Additionally, a significant portion of the proceeds from "Justice Remix'd" sales was
directed toward organizations advocating for criminal justice reform. This is described by The Independent, Ritschel (2019), “a portion of proceeds from sales of “Justice ReMix’d” will go to the Advancement Project National Office to support its work advocating for criminal justice reform.”
This financial contribution provided tangible support for the cause and demonstrated a commitment to systemic change. This activism, however, did not come without controversy. Some critics argued that while the ice cream flavor was a symbolic gesture, it did not address the root causes of systemic racism. The controversy emphasizes the challenges faced by corporations engaging in social and political issues. This section will delve into an evaluation of Ben & Jerry's efforts against hegemony in the context of the Black Lives Matter movement against white supremacy, highlighting their successes in areas where improvement is needed. Recommendations for future actions and approaches are offered. Ben & Jerry's has made significant strides in supporting the Black Lives Matter movement through "Justice Remix'd." Their commitment to raising awareness, providing financial support, and collaborating with activists is commendable. However, it is crucial that the company maintains its commitment to racial justice beyond a single flavor and continues to engage with the movement's complexities. One action they could advocate for is specific policy changes related to criminal justice reform. Also, they should ensure that their activism is sustainable and does not appear performative for profit. Continue their transparency in their actions and collaboration while continuing to provide educational resources and engaging with their audience on social justice issues.
Ben & Jerry's activism, as exemplified by "Justice Remix'd," highlights the capacity of corporations to engage with important social issues especially surrounding hegemony. By supporting the Black Lives Matter movement, the company has drawn attention to the critical issues of racial injustice and criminal justice reform. The case of Ben & Jerry's serves as an example of a corporation using its influence to raise awareness, engage with power dynamics, and make a meaningful impact. However, it also demonstrates the complexities and challenges that arise when corporations engage in social and political issues. It emphasizes the need for ongoing scrutiny, collaboration, and transparency. In a world where business and activism are increasingly intertwined, Ben & Jerry's provides a thought-provoking case study on the role of corporations in promoting social change. References Ben & Jerry’s. (2020, July 17). Introducing new justice remix’d limited batch! https://www.benjerry.com. https://www.benjerry.com/whats-new/2019/09/introducing-justice-
remixd Black Lives Matter. (2017, July). About - black lives matter. About. https://blacklivesmatter.com/about/ Marchese, D. (2020, July 27). Ben & Jerry’s Radical Ice Cream Dreams
. The New York Times. https://www.nytimes.com/interactive/2020/07/27/magazine/ben-jerry-interview.html
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Ritschel, C. (2019, September 4). Ben & Jerry’s create new flavour in support of Criminal Justice Reform. The Independent. https://www.independent.co.uk/life-style/ben-and-
jerrys-ice-cream-criminal-justice-reform-justice-remixd-a9091706.html