Co-opting

Co-opting refers to the act of taking something for one's own use, often without the owner's consent or in a way that fundamentally alters its original purpose. This typically involves appropriating ideas, symbols, language, or even people to serve a new or different agenda, frequently to the detriment of the original source or intent. It can manifest as absorbing a marginalized group into the mainstream to neutralize their message or influence, strategically incorporating a popular cultural trend into marketing, or re-interpreting a historical event to support a specific political stance. The process aims to control or benefit from the perceived value of what is being co-opted.

Co-opting meaning with examples

• The corporation was accused of co-opting the environmental movement by launching 'green' marketing campaigns that focused on superficial changes while ignoring their significant contributions to pollution. By doing so, they aimed to benefit from the public's growing concern for the environment, while still maintaining their unsustainable practices and avoiding impactful reforms. This strategy aimed to improve their public image without substantially changing their operation.
• During the political campaign, the opposition party was accused of co-opting the language and populist rhetoric of the protest movement. They appropriated phrases like “people power” and “standing up to the establishment” to appeal to disgruntled voters, despite the party's longstanding ties to the very establishment being criticized. This tactic aimed to gain support without genuine commitment to the movement's core principles.
• The fashion industry is known for co-opting subcultures, taking elements of styles, such as punk or hip-hop, and commercializing them. Designers often borrow aesthetics, symbols, and styles without acknowledging their origins, selling them to a wider audience at higher prices. This practice risks decontextualizing and trivializing the cultural meaning behind the original expression.
• Historically, religious institutions have sometimes been accused of co-opting existing cultural practices, such as festivals or rituals, by incorporating them into their own traditions. By incorporating familiar elements, they could attract converts and integrate their religion into the daily lives of communities. This process, though sometimes viewed as a means of cultural assimilation, allowed for widespread acceptance and expansion.