In the context of a social justice movement or a cause, co-option can be defined as the process of diverting people, resources, organizations and public attention away from activities that serve the long term goals of a justice movement and toward activities that serve the often hidden short term agendas of individuals, nonprofit organizations, corporations or government entities that may on the surface appear to support a cause, but in reality operate in ways that would disappoint and even shock supporters of the cause were they to be revealed. The basic dynamic involves manipulating private and public perceptions in a manner that causes the energy of idealism to be converted into a tool for the advancement of goals that are not themselves idealistic.
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