MES

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• 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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