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This week, Disney has come under widespread criticism after it emerged that the film Mulan was shot in part in Xinjiang province, where the regime prison camp for the Uighurs.
The security office of the area is also appreciated in the subtitles of the film.
At the same time, Disney paints a progressive image of itself on social media, with Twitter posts that supports the importance of black lives, human rights and promotes the work of the company for social justice.
Several companies have been criticized
Criticism related to China has also previously been directed at Disney: a black protagonist shrugged so that he almost disappeared on a Star Wars movie poster. Human rights groups have larmat about brutal conditions in Chinese factories that make products for Disney.
Even companies like Apple and Nike have a progressive presence on social media, focusing on social justice at the same time. one has been criticized for participate in the exploitation of Uighur prison workers in factories in Xinjiang.
“At risk of being perceived as double standards”
So what are the risks for companies of having a “progressive” presence on social media in their home country, while having factories in China, for example?
– The answer to the question is obvious: you run the risk of being perceived as double standards. The more progressive the strategy you have as a company, the more progressive the target group you appeal to will be. There will be higher risks the longer you stick with that strategy, brand strategist Niklas Turner Olovzon tells SVT Nyheter.
He notes that social responsibility has been a strong trend in various industries.
– But it’s not just about posing with opinions from the left and right. Some companies use social problems lightly and run the risk of being punished for it.
“Of course economic interests”
Why do you think companies support human rights in their home country and then behave differently in China?
– Of course, they are economic interests, many companies depend on the Chinese market both in the manufacturing process and in the consumer market. Then it loads. China is a complex country.
How serious is it to be accused of double standards and “posing kindness”?
– There are Twitter storms and calls for a boycott on YouTube, but how the brand is affected, how sales are affected, we haven’t decided that yet, says Niklas Turner Olovzon.
The cultural news has previously sought out Disney, which declined to respond to Mulan’s criticism.
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