Who loves consent? Social media and the culture jamming of Victoria’s Secret

This study explores responses to the culture jamming of Victoria’s Secret’s by a feminist activist organization called FORCE. Using social media, FORCE was able to troll Victoria’s Secret by masking themselves as part of the brand and community through the campaign Pink Loves Consent. This act of dissensus disguised as consensus created an entry point into conversation with followers of Victoria’s Secret, spurring an online dialogue about creating a consent-based culture. This study provides recommendations for activist organizations wanting to use social media culture jamming to create culture change