Amerikan Solunun Yeni Açmazı: “Woke” Kültürü ve “DEI” İşe Alımlarının İş Dünyası Üzerindeki Etkileri

This study investigates the conceptual evolution of “the other” and minority identities within the trajectory extending from postmodern philosophy to contemporary corporate practices, with a particular emphasis on their manifestations in the American business context. Grounded in a theoretical framework derived from postmodern cultural politics, the research critically engages with the rise of “woke” culture and its associated modes of activism. These phenomena are examined both for their potential in fostering socio-political awareness and for their increasingly performative and commodified character within late capitalist structures. Additionally, the study explores how such cultural tendencies are translated into corporate policy and instrumentalized in strategies of brand identity and institutional image management.The empirical dimension of the research centers on Diversity, Equity, and Inclusion (DEI) hiring practices. It analyzes the rhetorical and promotional strategies employed by major corporations that have adopted DEI frameworks, scrutinizing the symbolic dynamics these practices generate with target audiences and the public discourse surrounding them. Utilizing qualitative content and discourse analysis, the study synthesizes theoretical insights and current examples to offer a critical, multi-layered perspective on the intersection of identity politics and contemporary capitalism.The empirical dimension of the research centers on Diversity, Equity, and Inclusion (DEI) hiring practices. It analyzes the rhetorical and promotional strategies employed by major corporations that have adopted DEI frameworks, scrutinizing the symbolic dynamics these practices generate with target audiences and the public discourse surrounding them. Utilizing qualitative content and discourse analysis, the study synthesizes theoretical insights and current examples to offer a critical, multi-layered perspective on the intersection of identity politics and contemporary capitalism.