Opinion

Op-Ed by Steve Horn, Madison, Wisconsin -- This is a story about Scott Walker and Biddy Martin's efforts to dismantle the University of Wisconsin-Madison. To complete the corporatization of the public's university is an important piece of what is happening both in Madison and nationwide. This story must be told before it is too late to save the university that belongs to the people of Wisconsin, and while democratic momentum is still on our side at the University, in Madison, and in the state of Wisconsin. Although seemingly specific to the UW, this is a case study about the future of public college education nationwide.

This week's protests are a revolt in defense of the right of public employees to self-organize. But not all the protesters here are public sector workers, or their family members. Many have recognized the role of college and high school students in initiating and energizing these protests. But few journalists have yet noted the efforts of Hmong, African American, Latino, and other activists of color to deepen and broaden the protests.

Monica Adams of the Madison-based community justice organization, Freedom, Inc., is one activist who has tried to add some color to the standard portrayal of this uprising. In an unpublished submission to the Wisconsin State Journal, earlier this week, she wrote that:

Most Americans know American International Group (AIG) as the global insurance behemoth that was so recklessly managed it had an outsized role in tanking the global economy.

Rather than feeling a bit humble for wreaking havoc on the lives of millions, AIG's new management is feeling rather cocky. Apparently AIG CEO Robert Benmosche has figured out the magic formula for selling insurance. Benmosche told Bloomberg News that he likes to do business in "red states" where the firm signs up more reliable customers than those in "more liberal" areas.

A recent PRWatch story discussed how corporations are increasingly turning to cause marketing to get around people's ability to tune out their daily deluge of advertising. Cause marketing, or "affinity marketing," is a sophisticated public relations strategy in which a corporation allies itself with a cause that evokes strong emotions in targeted consumers, like curing cancer, alleviating poverty, feeding the hungry, helping the environment or saving helpless animals. The relationship avails the company of a more effective way to grab the attention of their audience, by telling them compelling stories linked to the cause, for example tales of survival, loss, strength, good works, etc. Once the company gets your attention, it links its name and brands to the positive emotions generates by the cause. The company then leverages that emotion to get you to buy the stuff they've linked to the cause -- and improve its corporate image.

Cause marketing works, which is why its use is spreading like wildfire. The operative word that the whole idea turns on is "emotion," because the ability to manipulate people depends completely on generating an emotional connection that the company can exploit.