MES

Authenticity The perception that something is genuine, true, and morally upright.

Conscious Capitalism A business logic where social and environmental goals are core, not just profit.

Semiotic Square An analytical tool used to visualize relationships between opposing concepts.

Indexical Authenticity Authenticity based on a factual physical or historical connection to the source.

Iconic Authenticity Authenticity based on how well something resembles an original (e.g., a good replica).

Contrariety The relation between two terms that are opposites (e.g., Good vs Evil).

Complementarity When two concepts are compatible and non-contradictory but not synonymous.

Reflexive Strategy Acknowledging criticism and redefining actions to appear more authentic.

Gimmick A feature or strategy that promises more than it delivers; often seen as inauthentic.

Virtue Signaling Publicly expressing opinions to demonstrate one's good character or moral correctness.

Market Logic A system of meanings and norms that guide actions within a specific market.

Ambiguity När något kan tolkas på flera sätt (t.ex. är detta reklam eller äkta etik?)

Contradiction När två saker inte går ihop, t.ex. tjäna pengar på att kritisera vinst

Deception Att lura konsumenter, motsatsen till äkthet .

Redemption Vägen tillbaka till att bli sedd som äkta efter ett misstag (t.ex. VW efter skandalen)

Subsume Hur kapitalismen tar upp etiska rörelser i sig själv

Incredulous Konsumenters misstänksamhet mot företags etiska budskap

Malleable Att betydelsen av "äkthet" förändras beroende på sammanhang

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