A familiar slogan is making a comeback, but this time with a twist – and a purpose. The independent, worker-owned website Aftermath has launched a line of merchandise featuring “Woke 2,” a playful nod to the often-misused and politically charged term. Beyond the ironic branding, the effort is a direct appeal for support, with all proceeds going towards the site’s operational costs.
Aftermath, which describes itself as a site dedicated to “culture, technology, and the internet,” is betting on a community that appreciates both a bit of self-awareness and a commitment to independent journalism. The launch of the “Woke 2” merch – including t-shirts, hoodies, mugs, and hats – comes during “Woke Week” on the platform, a series of articles exploring the origins of the term and the communities shaping a more inclusive future. The move represents a creative approach to funding in an increasingly challenging media landscape, particularly for smaller, worker-owned operations.
The merchandise itself is being produced with ethical sourcing in mind. According to Aftermath, the shirts and hoodies are made by AS Colour, a company that details its commitment to responsible sourcing on its website. Shipping logistics are streamlined to minimize costs and delivery times, with items dispatched from warehouses closest to the customer – t-shirts from the USA, hoodies from the USA, UK, and EU, mugs from the USA, UK, EU, Canada, Japan, and Australia, and hats from the USA, UK, EU, and Canada.
The Rise of Worker-Owned Media
Aftermath’s model – a worker-owned cooperative – is becoming increasingly popular as a way to address concerns about media consolidation and editorial independence. Unlike traditional media companies driven by shareholders, worker-owned organizations prioritize the needs of their employees and their audience. This structure can foster a more diverse range of voices and perspectives, and a greater commitment to in-depth, investigative reporting. However, it also presents unique financial challenges. Without the backing of a large corporation or wealthy investor, worker-owned media outlets often rely on subscriptions, donations, and, as in Aftermath’s case, creative fundraising initiatives like merchandise sales.
The challenges facing independent media are well-documented. A 2023 report by the Reuters Institute for the Study of Journalism highlighted the growing difficulty of sustaining quality journalism in the digital age, citing declining advertising revenue and the rise of platform-dominated news distribution. The Reuters Institute’s research shows a continued shift towards subscription models and alternative funding sources as news organizations seek to diversify their revenue streams.
“Woke 2”: Reclaiming a Term
The choice of “Woke 2” as the branding for the merchandise line is deliberate. The term “woke” has undergone a significant transformation in recent years, evolving from its origins in African American Vernacular English as a call to awareness of social injustice to a pejorative used by some to criticize progressive activism. Aftermath’s use of “Woke 2” appears to be an attempt to reclaim the term, stripping it of its more recent, often negative connotations and referencing a more authentic understanding of its historical roots.
During “Woke Week,” Aftermath is publishing pieces that delve into the origins of the term and the communities that initially embraced it. The site’s editorial team aims to distinguish between the genuine cultural movements that gave rise to “woke” and the often-superficial adoption of the term by corporations for marketing purposes. This nuanced approach reflects a broader trend in media towards more critical examination of social and political terminology.
Merchandise Details and Availability
The “Woke 2” merchandise line currently includes:
- T-shirts: Available in two colors, manufactured in the USA.
- Hoodies: Available in the USA, UK, and EU.
- Mugs: Shipped from warehouses in the USA, UK, EU, Canada, Japan, and Australia.
- Hats: Available in the USA, UK, and EU, and Canada.
Purchasing the merchandise is presented as a direct way to support Aftermath’s continued operation, regardless of whether one is a regular reader or subscriber. The initiative highlights the growing importance of alternative funding models for independent media outlets.
As Aftermath continues its “Woke Week” coverage, the site plans to publish further analysis of the term’s evolution and its impact on contemporary culture. The next scheduled event is a live discussion with cultural critics on Friday, March 29th, details of which will be posted on the Aftermath website. Supporting independent journalism, and exploring the complexities of language and culture, remains a vital task in the current media environment.
What are your thoughts on alternative funding models for independent media? Share your comments below, and consider supporting the organizations you value.
