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‘Freedom Through Marketing’ Is Not Doublespeak

Shabbir, Haseeb; Hyman, Michael; Dean, Dianne; Dahl, Stephan


Dr Haseeb Shabbir
Senior Lecturer - Marketing and Business Strategy

Michael Hyman

Dianne Dean

Stephan Dahl


The articles comprising this thematic symposium suggest options for exploring the nexus between freedom and unfreedom, as exemplified by the British abolitionists' anti-slavery campaign and the paradox of freedom. Each article has implications for how these abolitionists achieved their goals, social activists' efforts to secure reparations for slave ancestors, and modern slavery (e.g., human trafficking). We present the abolitionists' undertaking as a marketing campaign, highlighting the role of instilling moral agency and indignation through re-humanizing the dehumanized.


Shabbir, H., Hyman, M., Dean, D., & Dahl, S. (in press). ‘Freedom Through Marketing’ Is Not Doublespeak. Journal of business ethics,

Journal Article Type Article
Acceptance Date Aug 27, 2019
Online Publication Date Sep 10, 2019
Deposit Date Jan 23, 2020
Publicly Available Date Sep 11, 2020
Journal Journal of Business Ethics
Print ISSN 0167-4544
Publisher Springer Publishing Company
Peer Reviewed Peer Reviewed
Keywords Paradox of freedom; Anti-slavery campaigns; Abolition; Transatlantic slave trade; Reparations; Mystification; Ethical blindness; Human trafficking
Public URL


Article (1.2 Mb)

Copyright Statement
© 2019 by Haseeb Shabbir, Michael R. Hyman, Dianne Dean, and Stephan Dahl

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