Global Brand Narratives Amidst Pro-Palestinian Boycotts: A Critical Discourse Analysis in Southeast Asia
Abstract
The escalation of the Israel–Palestine conflict in October 2023 has intensified pro-Palestinian boycotts across Southeast Asia, challenging global brands like Starbucks, Coca-Cola, and Unilever. This study explores how these multinational companies adapt their brand narratives amid rising socio-political and religious sensitivities in Muslim-majority countries. Using Critical Discourse Analysis (CDA), it examines corporate communication—ads, press releases, and social media—released between October 2023 and March 2025. This 18-month period offers a longitudinal view of shifting branding strategies in response to political and market dynamics. Findings reveal that neutral or apolitical messaging often fails to resonate with these audiences, who expect brands to take ethical stances reflecting cultural and communal values. Furthermore, ideological silence—strategic ambiguity in corporate responses—can be interpreted as passive complicity, further intensifying public skepticism. Brands that successfully align their narratives with local norms—emphasizing solidarity, inclusivity, and community empowerment—demonstrate stronger public trust, emotional engagement, and business resilience. This study contributes to the field of cross-cultural crisis communication by proposing a contextual model that underscores the importance of ethical storytelling and cultural responsiveness during geopolitical conflicts. The model serves as a practical guide for communication strategists navigating crises in diverse cultural settings, particularly in regions where consumer activism is driven by moral, religious, and ideological solidarity. By addressing the gap between global brand messaging and local audience expectations, this research also provides implications for future brand positioning and corporate social responsibility in ethically complex environments.
Keywords: Cross-cultural communication, brand narrative, boycott movement, critical discourse analysis, Southeast Asia.
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