Political Correctness Inc. 

Why Corporations Feed The Culture Of Political Correctness 

February 1st, 2015 | S.P. 

In the entertainment industry, controversy always sells. In the consumer world of food, electronics and necessities, the opposite is true. It is difficult to imagine how any corporation or business would benefit from excluding buyers based on their cultural or religious identity. That is precisely why corporations have become the biggest peddlers of politically correct culture. Adopting an all inclusive culture creates a safe environment for corporations to indiscriminately sell goods to anyone. 

It was the masterful strategum of Edward Bernays that corporations adopted to convince Americans that they needed fancy cars and top-of-the-line appliances to live fulfilling lives. A constant cycle of limitless consumption is required to prevent Americans from reverting back to their animalistic nature. This is what Brenays taught his corporate sycophants in 1930s America. For the most part, the strategy has worked. America has become a country of mass consumption. Every year, healthy numbers of technology savvy teens line up like cattle to consume the newest smartphones and consoles. They have grown to believe that they simply cannot – and will not – live without them. 


"The conscious and intelligent manipulation of the organized habits and opinions of the masses is an important element in democratic society. Those who manipulate this unseen mechanism of society constitute an invisible government which is the true ruling power of our country." – Edward Bernays, Propaganda


An invisible government. Take a moment to think about that. 

This invisible government which polices the very habits and thoughts that created the culture of consumption is now managing a sustained culture of political correctness. As many modern American capitalists will tell you, money does not discriminate. The almighty and powerful dollar does not care what colour our skin may be or what god we may kneel to. It is man that discriminates on such lines. It is man who utters words and ideas that may alienate or segregate potential consumers. If corporations were to sell their products selectively to Anglo-Saxon, white Americans, they would be consciously minimizing their own profits. As we are all aware, not a single corporation exists in America that would consciously bid to minimize its own profits. 

Appealing to everyone, indiscriminately and without bias, is the most effective corporate strategy. But to do this, one must direct a society of consumers toward adopting a collective mentality of inclusiveness. A consumer driven by racial prejudices may choose to impose that same prejudice on corporations that choose to indiscriminately sell their products to all races. 

Political correctness attempts to eliminate all cultural, religious and ethnic identities in favour of a unified and epicene equilibrium. It aims to erase all ideological and moral conflict and to silence dissent. The most dangerous element of political correctness is the subtle and deceitful rejection of individuality. 

Author, Ward Parks, described the methods and purpose of political correctness in 1993.


"Critics of political correctness are routinely castigated for the racism, sexism and homophobia that allegedly impels them; thus, reasoned arguments are demolished not through reasoned rebuttal but through imputations of personal wickedness. In truth, there is nothing virtuous about political correctness. It is an ideology of power, or a kind of failed religion; it appeals to human aspiration, but turns the force of idealism destructively against human ordinariness." – Ward Parks, 1993, at the Heritage Foundation


In this newly emerging culture of political correctness, we are no longer allowed to believe in the very traditions that shaped our characters or our cultures. We are told that we cannot express our own personal dissatisfaction with different ideologies or principles without consequence. Things that may be considered contrary to our beliefs are to be accepted without a fuss. Any vocal dissatisfaction will be met with inexorable and irreversible persecution and character assassination. We are told that tolerance means intolerance toward anything that criticizes the standards of universal inclusiveness. 

The concept of individuality is reversed under political correctness. If one does not belong to a group, one will be assigned to a group. Political correctness aims to put all individuals into groups, later to be consolidated into a singular, cultureless, epicene and non-diverse society. Diversity in gender, politics, culture and ideology are to be gradually eliminated. All of this is to be done while creating an illusory and artificial image of diversity. This perceived and illusory diversity is to slowly evolve into the very opposite. 

Political correctness aims to create a singular society without conflict or moral discontent. A society of androgynous and impartial consumers who are incapable of moral and philosophical objection. It aims to eradicate critical thought and judgement in favour of the indiscriminate acceptance of everything – even things that were once understood as immoral.  

All of this works to strengthen every corporation's bottom line by minimizing moral conflicts among consumers. 

Where all of this starts is with the media. It is media that inflates and exaggerates most controversies into headline stories. It is through this exaggeration that corporations are able to deconstruct normal social perceptions. Things that were once normal are put under a microscope and redefined by talking heads and influential personalities. Traditional moral philosophies, ideals, standards and commonalities are rewritten before our very eyes. We are told what is to be considered acceptable through theatrical outrage and controversy. Those who oppose these new social definitions and customs are humiliated until they are either silenced or forced into compliance. 

When a franchise of American fast food chain, Chick-Fil-A, chose to provide services to a group which publicly opposed same-sex marriages, it was media that helped inflate the perceived controversy that ensued. Information then began to emerge that Chick-Fil-A had donated millions of dollars to groups and Christian organizations that have stood up for traditional marriage and publicly spoken out against government meddling in same-sex marriages within churches and private establishments. This was considered unacceptable to most of the mainstream media. 

In 2012, Chick-Fil-A's COO, Dan Cathy, defiantly stood up to the media and the advocacy groups that had been working to condemn his company and to tarnish its public reputation. Cathy condemned those who had the audacity to redefine marriage and his own Christian values.

As Chick-Fil-A has proven, these brutish tactics used by media to humiliate dissenters into compliance or submission have not always worked. But, like in all battles, the foes cannot always be so easily deterred. Even when only a few are offended, media will create the illusion that the outrage reaches beyond that very few. It is the equivalent of a commander-in-chief exaggerating the size of his own army to intimidate the enemy. 

In both the United States and Canada, only a small cartel of corporations control a majority of media. Because it is media that controls public perceptions, these small cartels are controlling public perceptions and social evolution in North America. Just as species evolve, so do societies. To control and direct this evolution means to control the future of civilization...much like an invisible government.  

The Columbia Broadcasting System, otherwise known as CBS, was purchased in 1995 by Westinghouse Electric. Westinghouse was a manufacturing company founded in 1886 that later evolved into the Westinghouse Electric Company, owned by Toshiba, in 2007. Before that, CBS (Westinghouse) rebranded as a licensing company and sold its actual manufacturing assets to other corporations. Through this new licensing scheme, Westinghouse was able to quit manufacturing in favour of securing continued manufacturing profits through product licensing. Today, Westinghouse has retained its historic brand and manufacturing profits while remaining the parent company of CBS and Viacom.  

The National Broadcasting Company, otherwise known as NBC, has had parent companies and majority stakeholders such as General Electric. NBC's head offices are headquartered in the GE Building in New York. For over a century, General Electric has specialized in household appliances and electrical equipment. 

Johnson & Johnson, a US company responsible for many household products, maintains a media division under Universal McCann. Johnson & Johnson also spends billions annually on buying shares in global media companies. Some of Universal McCann's other clients include Coca-Cola and Hershey's. Many companies like Johnson & Johnson and Coca-Cola not only buy shares in mass media, they work with media strategists to devise strategies to manage their public perceptions through advertising.

The main method of control in media is sponsorship. When watching CNN or Fox News, one cannot help but see the back-to-back advertisements from big oil, insurance, and pharmaceutical corporations. Between segments, viewers are convinced that they must purchase fancy products, medications for erectile dysfunction, and top quality life insurance to live truly fulfilling lives. When news networks air something a sponsor does not like, they are threatened with the loss of sponsorship. 

In Canada, companies like Rogers and Bell Canada not only control telecommunications, they sell consumer goods and electronics, and also own CityTV and CTV. 

In the grand scheme of public relations and maximized profits, offending no one and maintaining an environment of neutrality in politics, gender and religion is key to sustaining the largest possible market share. The best way to spread neutrality within the market is to dictate social perceptions and moral standards. The best way for corporations to control the thoughts and habits of consumers is by controlling what they see, hear, learn and perceive. The most effective means of controlling public and social evolution is through media. This is exactly why corporations that sell consumer goods also spend considerable amounts of money on sponsoring and controlling mass media.