1 | P a g e

DissertationArchive (2014). Unlinked social commentaries from news media: Kraft

Foods OREO Boycott: Social Commentaries and anti-LGBTQ Microaggressions. [In Cheryl E.
Haws (2014) THE ROAD TO RETALIATION: HOW ANTI-LGBTQ MICROAGGRESSIONS
IGNITE PROTESTS, BUSINESS BOYCOTTS, AND ORGANIZATIONAL RETALIATION:
A HERMENEUTIC CRITICAL DISCOURSE ANALYSIS]
Original References

Avery, D. (2012, June 26). Oreo gives cookie lovers a taste of pride. Retrieved from
http://www.queerty.com/oreo-gives-cookie-lovers-a-taste-of-pride-20120626/

Bingham, A. & Social Commenters (2012) [Unlinked Social Comments] Oreo pride:
Rainbow-stuffed cookie sparks threat of boycott. [Dissertation self-archive collection] Retrieved
from https://dm2-
broadcast.officeapps.live.com/m/Broadcast.aspx?Fi=9f64380976283654%5Faae726d7%2D3eb8
%2D4bd5%2Daa84%2D0be567d5091a%2Dasync%2Edocx

Camurati, A. (2012, June 29). Despite 'gay Oreo' controversy, homosexuality isn't going
anywhere. Retrieved from http://www.newsday.com/opinion/viewsday-1.36839
11/despite-gay-oreo-controversy-homosexuality-isn-t-going-anywhere-1.3813737

Catkin. (2012, June 30). Re: One million moms condemns "gay Oreos. Retrieved from
http://emptyclosets.com/forum/current-events-world-news-lgbt-news/64937-one-million-moms-
condemns-gay-oreos-2.html

Neal , M. (2012, June 27). Oreo sees support, but also backlash and boycott, for gay pride
rainbow cookie. Retrieved from http://www.nydailynews.com/news/national/oreo-sees-support-
backlash-boycott-gay-pride-rainbow-cookie-article-1.1103369






2 | P a g e


Kraft Food (OREO) Dissertation Notes on the Anti-LGBTQ
Microaggressions that occurred.
Cheryl E. Haws (April, 2013)
Ascription of Intelligence Microinsult (1)
Perpetuation of Religious Disintegration Microassault (2)
Sarcastic Communication Style Microinsult (3)
Assumption that Ones Religious Beliefs are the Norm Microinsult (4)
I find that most people who like to quote the Bible do so for one of 2 reasons: To make their
stupid selves appear intelligent; or, they think their stupid opinion is validated by a quote in the
Bible. The bottom line is, if you quote the Bible to people who dont believe in it, youre pissing
up a rope (Neal, 2012, Comment 10)
Message 1: Religious individuals are not intelligent.
Message 2: Nobody is listening to you.
Message 3: Why do you need to be validated?
Message 4: No one believes you, so you might as well go pee on a rope.

Ascription of Intelligence Microinsult
These dumb anti-gay boycotts NEVER amount to anythingonly a few people. In FACT, they
probably HELP sales!!! If the cookie maker was accused of animal cruelty, etc., then maybe
they boycott would have teeth. (Neal, 2012, Comment 4).
Message: Anti-gay boycotts are dumb.

Ascription of Intelligence - Microinsult
And once again, One Million Moms set the bar for stupidity, therefore making it easier to judge
who the intelligent people are. (IrisM, 2012, para 1)
Message: Moms are dumb.

Second Class Citizen Microinsult (1)
Display of Spiritual Superiority Microinsult (2)
Use of a Sarcastic Communication Style Microinsult (3)
Perpetuation of Fear Microassault (4)
And to all of you saying your [sic] so tired of hearing about gays and their lifestyles.well, the
only reason you hear about it so much is that they are tired of being treated like second class
citizens. All you have to do is hear about itpoor you! How do you go on living? Try living
in a world with people such as yourselves and tell me who gets the raw end of that deal. Maybe
if EVERYONE had exactly the same rights you wouldnt hear about it so much. I gaurantee
[sic] if your rights were taken away or just not given to you in the first place, you would be
ranting and raving just the same. So it will get out of your face, number one, when you stop
reading and commenting on stories about it, and number two, when all people are treated fairly
and equally. I dont like vampiresso guess what?!! I dont read or watch anything vampire
related. You choose what you see and read so why are you getting mad at everyone else? Oh,
thats rightyou have nothing better to do than spread hate. I forgot. (Bingham, 2012, Posted
by, notahater | June 26, 2012, 4:59 pm 4:59 pm)
3 | P a g e


Message 1: No one understands what it feels like to be a second-class citizen. .
Message 2: I dont watch vampire shows so you should step aside from things you dont like.
Message 3: You just want to hate I forgot.
Message 4: Maybe you need to have your rights taken away
4 | P a g e


Second Class Citizen Microinsult (1)
Endorsement of LGBTQ Stereotypes (2)
Sarcastic & Condemning Communication Style Microinsult (2)
Perpetuation of LGBTQ Disintegration - Microassault
This isnt about love or tolerance or diversity. It is about forcing everyone to approve how
people have sex. How people choose to gratify themselves doesnt constitute a class, doesnt
deserve special rights, and sure as hell doesnt deserve a special cookie. (Bingham, 2012, Posted
by, William | June 26, 2012, 5:51 pm 5:51 pm)
Message 1: In his eyes, Im not even second-class.
Message 2: Did I ask you to approve of LGBTQ sex?
Message 3: Its infuriating that Gays get a special cookie.
Message 4: He feels that society shouldnt have to deal with our needs, and certainly shouldnt
support anything that might help sexual minorities celebrate love, or their LGBTQ identity.

Sarcastic Communication Style - (Theme: Arent you Special) Microinsult (1)
Sarcastic Use of Sexual Themes (Theme: Cram it down my Throat) Microinsult (2)
Great now I have to boycott Oreo. Its one thing to be gay, it is quite another to cram it down
my throat and demand special prividgeles [sic]. Im brunette where are my special rights for
being brunette? (Bingham, 2012, Posted by, Kate | June 27, 2012, 3:34 pm 3:34 pm)
Message 1: Dont draw attention to yourself or people will think you are special.
Message 2: Gays are cramming their sexuality down my throat.

Sarcastic Communication Style (Theme: Arent you Special) Microinsult (1)
Second-Class Citizen Microinsult (2)
Endorsement of a Heteronormative Culture Microinvalidation (3)
Why all the Drama, no more oreos [sic] now, just like no more Butterball Turkeys Why Go
out of the way, [I]m a White male. But why no Black Stuffed [O]reos for MK holiday. Why
does it have to be about gays now> Let them do their own thing there [sic] not special just like
no one else is special, we all are equal Gays, you want to be treated equal right? I understand
so be equal. dont need to be special. just saying. (Bingham, 2012, Posted by, WE
WANT...WAIT WE ALREADY HAVE SAME RIGHTS? | June 27, 2012, 5:49 pm 5:49 pm)
Message 1: Youd think they would have stopped trying to be so special by now.
Message 2: You dont deserve anything! Only White males deserve special Oreos.
Message 3: Since White males have rights everybody must already have rights.

Ascription of Intelligence: Microinsult (1)
Sarcastic Communication Style (Theme: Arent you Special) Microinsult (2)
@CAPTIAN WILLEY Gays, You want to be treated equal right? I understand so be equal.
dont need to be special. just saying They CANT be equal because your stupid country
doesnt believe in equality and WONT let them get married. How is that EQUAL to straight
people? -A proud Canadian. (Where EVERYONE is allowed to marry the person they love)
(Bingham, 2012, Posted by, Sarah | June 27, 2012, 10:00 pm 10:00 pm)
Message 1: Youre country is stupid.
Message 2: You dont need to be special.

5 | P a g e


Pathologizing Cultural Values / Communication Styles Microinsult (1)
Sarcastic Communication Style Microinsult (2)
Wow, another sign of our new garbage culture. Another giant national brand willing to polarize
its own customer base by weighing in on a highly charged issue. Your job is to sell us
overpriced poison in the form of cookies and the other crap you peddle (still love the mac and
cheese though, must admit), not to give us your thoughts on issues. Just stfu [sic]already, you
clowns. (Bingham, 2012, Commenter, Steven, June 27, 2012)
Message 1: Our culture is trash.
Message 2: Corporate clowns polarize their customer base to make money off of political issues.

Assumption of Inferiority Microinsult (1)
Sarcastic Use of Sexual Labels Microinsult (2)
Sarcastic and Condemning Communication Style Microinsult (3 & 4)
Perpetuation of LGBTQ Fear Microassault (5)
But you don't understand- it's not just a cookie, IT'S A GAY COOKIE!!!
It even contains soy, which is known to fag kids up. Soon, all our children will be a bunch of
diabetic queers! And then, with no straight people, the human race will die out. Damn you
Oreos! And thank you OMM [One Million Moms] for bringing to light the horrors of this evil
snack. But let's not forget the other agenda these Whoreos are pushing on our innocent children,
do I? Look at the "classic Oreo:" white cream, between two black cookies? Not only are Oreos
promoting homosexuality, they're clearly advocates of interracial three-ways! (Catkin, 2012,
para. 1)
Message 1: A rainbow is a symbol for homosexuals; therefore, it must be a gay cookie.
Message 2: Soy foods turn kids in to fags, Whoreos or diabetic queers.
Message 3: The classic Oreo is a symbol for interracial three-ways.
Message 4: Krafts agenda is to promote homosexuality and prostitution (i.e. Whoreos)
Message 5: Kraft and LGBTQ individuals want to hurt my children.

Sarcastic Use of Sexual Innuendos - Microinsult (1)
Perpetuation of LGBTQ or Racial Fears Microassault (2)
Enough, I say, let us take a stand against the powerful cookie industry, and buy up all these
Oreos before they indoctrinate our children with their ideas of interracial, gay sex orgies!
(Catkin, 2012, para 2)
Message 1: I dont need to use respectable language around you.
Message 2: Im afraid my children are being indoctrinated with ideas of interracial or gay sex
orgies

Assumption of Religious Homonegativity Microinsult (1)
Condemnation of Religious Reaction Microassault (2)
As a heterosexual married mother of two, if anyone really is making a big deal out of this they
need to get a hobby. Do some positive charity work instead of spreading around negativity.
Whatsoever you do to the least of my brothers, that you do unto me. Treat everyone as
you would Jesus. Forget about all that Old Testament, Jesus came and brought the New
Testament. (Neal, 2012, Comment 6)
Message 1: Let me tell you what the Bible really says.
Message 2: Why dont you mind your own business; and practiced what you preach.
6 | P a g e


Endorsing Religious Stereotypes (Religious) Microinsult (1)
Sarcastic Communication Style Microinsult (2)
Display of Religious Superiority Microinsult (3)
Perpetuation of Religious Fears Microinsult (4)
Though [I] wouldn't instantly jump to let's stereotype all religious people as homophobes and
blame the church for hating gays and making everyone else hate them too because then you'd be
no better than these homophobes you speak of. I support gays despite not being one, [I] look
past the differences and only see what they really are, people, [I] support all of man and all of
freedom AND im [sic] religious. [A]lso never has religion said hate gays. [T]he religious
homophobes that disgrace us misinterpret it into pretending it does say that, thus stereotyping us
other gay-supporting believers that we hate them. [I] do understand however to many of
religious people ARE homophobes and are contradicting equality of all man by discriminating
gays, but not all of them are. [I] just hope you and others understand that not all are. The best
we can do is stop this spread of hating gays with our children like you've mentioned, and just try
because despite our lazyness [sic] and lack of knowledge the only thing humanity has is
persistence, the will to try. (DaneJohnDance, 2012, para. 14)
Message 1: Religious homophobes disgrace gay supporting believers.
Message 2: Christians distort and misinterpret religious teachings
Message 3: I support gays, look past differences, and support man that makes me religious.
Message 4: Religious people are disgraceful homophobes; they hate and discriminate against
gays. They are lazy and teach their children to hate gays.

Exoticization of Religion or Religious Members Microinsult (1)
Sarcastic and Condemning Communication Style Microinsult (2)
Man, these hardcore Christians are going to start running out of products to buy if they hate
every company that embraces diversity. (Bingham, 2012, Comment 11)
Message 1: If you voice your religious opinion, youre a hardcore Christian.
Message 2: Hardcore Christians hate companies that embrace diversity.

Pathology of Different Religious Groups Microinsult (1)
Sarcastic and Condemning Communication Style Microinsult (2)
Sic and tired of this cult called Christens [sic] shoving their morality down our throats. If it
wasnt for Christens [sic] we wouldnt have such Bloody wars. I am a straight woman who loves
rainbows, leave my cookies alone and stay in your own corner For heavens sake yours [sic]
just one of many many religions, stop already. Eat your own hate poison, it [sic] lead many
down to an abusive or rather dead end. Leave us our rainbow cookies, viva la diversity and
rainbow cookies. (Bingham, 2012, Comment 91)
Message 1: Poisonous Christian groups foster war and bloodshed.
Message 2: Eat your own hate poison

Denial of Societal Heterosexism Microinvalidation
The creator of a 'Boycott Oreo' Facebook page wrote, 'No. I do *not* hate gay people. I am not
a 'homophobe' 'I am against the lifestyle choice. (Neal, 2012, para. 1).
Message: Gays are making a choice about their lifestyle. I dont believe they were born that
way.

7 | P a g e


Exoticization of LGBTQ Microinsult
I know for a fact that the elves who live in that famous tree factory in the forest are all gay, and
theyve been working under contract with Nabisco since before Oreos ever came out of the
proverbial closet. Every Oreo cookie ever eaten was made with love by a gay little elf, and I for
one thank them for all their hard work! (Avery, 2012, para. 4)
Message: Gays are cute characters. If you need proof, consider JC Penneys Christmas
commercial where Ellen appeared as an Elf.

Assumption of Traditional Gender Roles Microinsult
If it was normal behavior, then two men/two women could create a baby together. Enough said.
(Bingham, 2012, Comment 223)
Message: Only men and women have children.

Assumption of Sexual Pathology / Abnormality Microinsult (1)
Sarcastic and Condemning Communication Style Microinsult (2)
"This is absolutely disgusting. Your attempt to 'normalize' the behavior of homosexuals has cost
you a customer," (Neal, 2012, para. 8).
Message 1: You are abnormal.
Message 2: That Rainbow Cookie was your attempt to normalize homosexual behavior.

Exoticization of LGBTQ Microinsult
The Oreo was exoticized by society; it was never a made into a cookie, the entire social
controversy stemmed around a single graphic image.
Message: Anything gay must need six layers of colorful frosting.

Discomfort Disapproval of LGBTQ Experience (LGBTQ) Microinsult (1)
Assumption that Ones Own Religious Identity is the Norm Microinvalidation (2)
'I am against the lifestyle choice, however. It goes against Biblical principles and against how
nature intendedThat being said, I refuse to support the lifestyle or what Oreo/Kraft is doing.
So I have decided to not buy their products.' (Neal, 2012, para. 1).
Message 1: Kraft has gone against Biblical principles.
Message 2: Ill never support companies that go against Biblical principles.

Sarcastic Communication Style Microinsult (1)
Homophobia - Transphobia Microinsult (2)
Why not make a RED/WHITE/BLUE Oreo? LGBT you can keep your colors, dont think about
touching RED/WHITE/BLUE, the colors of a moral and decent society. (Bingham, 2012,
Comment 222)
Message 1: Dont tread on any meaning or symbol that I value.
Message 2: Im afraid youll change my reality and perceptions of what is moral in society.

Assumption of Universal LGBTQ Experience Microinsult (1)
Sarcastic Condemning Communication Style Microinsult (2)
God will create another AIDS type epidemic to rid the world of this abomination. Apparently
they didn't get the message the first time. (Camurati, 2012, Comment 6)
Message 1: All gays have AIDS.
8 | P a g e


Message 2: I guess you didnt get the message that homosexuality is an abomination.

Sexual Objectification Microinvalidation
Someone depicted several gay men having sex on a bag of Oreo cookies.
Message: Let me illustrate how inappropriate you are.

Environmental Microaggressions (Ageism) Microinsult
Sarcastic Communication Style Microinsult
A rainbow colored cookie shoves nothing in your face. Whats the problem? That people are
honest about who they are and after years of dominance, bigotry is frowned upon enough that
differences can be celebrated? Oh, cry me a river. Listen up old white people: your nation is
changing and there is nothing literally nothing you can do to stop it. You can hate and whine
and boycott but it will not change what is happening. Straight white people will never cease to
exist, youll just be a slightly smaller percentage of our diverse population. Deal with it.
(Bingham, 2012, Comment 77)
Message: Get over yourself.
Message 2: Old heterosexuals are powerless.

Use of Heterosexist Terminology Microinsult
Darwinism and Natural Selection is the cleanser of the Gene Pool. Without the ability to
propagate, certain genetic abnormalities stop at that sample simply because of an inability to
procreate and pass on that dominant genetic abnormality. Bottom line: Ghey [sic]can't make
ghey [sic] . (Camurati, 2012, Comment 1)
Message: Heterosexual genes are superior to GHEY [sic] (Comment 1) genes.

Environmental Invalidations Microinvalidation
Folk will boycott [O]reos and still buy [O]scar [M]eyer [W]einers or
[M]axwell [H]ouse coffee so [K]raft STILL gets the revenue. They got the PR
they wanted, but I doubt health conscious gays will provide a bump in sales. A vast number of
the products contain hidden sugars (and should be avoided by people, both gay and straight.)
More grains and greens, people !! (Neal, 2010, Commenter 5)
Message: We are powerless against unhealthy foods.

Assumption that Ones own Religious Identity is the Norm Microinvalidation
Kraft should have stayed out of politics!!!! I am OFF of Kraft products and a huge screw you
to KRAFT for buying into the vast vast minorities gay agenda. I will come back to Kraft when/if
you have a huge marketing campaign to cater to your MUCH GREATER and BROADER
CHRISTIAN/CONSERVATIVE market group. Enjoy the drop in market share!!!! (Bingham,
2012, Comment 139)
Message: It would be better if Kraft marketed to conservative Christians since they are the
GREATER and BROADER group to market.
Denial of Invisibility - Microinvalidation
Take your cookies and go back into your closet. (Bingham, 2012, Comment, 116)
Message: I dont want to know you are there.

9 | P a g e


Assumption of Religious Pathology Microinvalidation (1)
Use of Sarcastic Religious Innuendoes Microinsult (2)
The sick twisted and bigoted are the religious people, not the gays. The gays are part of nature.
If you're upset with what is supposed to be not normal in nature, how do you feel about celibate
priests? Homosexual attachments have been found in lower animals in nature. Celibacy has not
been found. (Camurati, 2012, Comment 5)
Message 1: Religious people are sick and twisted.
Message 2: Animals arent celibate, therefore celibacy is abnormal

Alien in ones own land Microinvalidation (1)
Perpetuation of Religious Fears Microassault (2)
Liberal democrat LGBTs actively attack Christians that disagree with them but wholely [sic]
support the rights of Muslims in bringing sharia law to America and the middle east that actively
behead and stone to death LGBTs. (Bingham, 2012, Comment 101)
Message 1: Since liberals support Muslim rights in America, American Muslims who abide by
the Sharia must support stoning or beheading sexual minorities in America. It is more alarming
that so many suggest that LGBTQs should be executed or beheaded. Furthermore, another
microaggression occurs by mocking Muslims and the religious practices of the Middle East,
without having a full understanding of how they have come to these conclusions, or what other
options, (i.e., mercy, compassion, an opportunity to repent of so-called offensive behavior etc.)
that the Foreign law would consider.
Message 2: Do Muslims and Liberals really want to kill me?

Perpetuation of LGBTQ Fear Microinsult (1)
Perpetuation of Religious Fear Microinsult (2)
Just thought of a better way to explain. Making a Christian endorse gay life is the moral
equivalent of making a gay person be intimate with the opposite gender. I[t] goes against
everything either one believes and in the end is a kind of rape. (Bingham, 2012, Comment 124)
Message 1: Gays and Christians cannot get along.
Message 2: Gay and Christians are raped when they are forced to be intimate with each other.

Endorsement of Religious Hypocrisy - Microinsult (1)
Condemnation of Religious Behavior Microassault (2)
Sarcastic & Violent Use of Sexual Terms Microassault (3)
Use of Sarcasm and Complex Entanglements Environmental Microaggressions (4)
Assumption of Traditional Gender Roles Microinsult (5)
Biblical or Religious Exoticization Microinsult (5)
Will all you zealots who want to trump up one line in the bible please remember that
compliments of that same bible your wife should be killed if she wasnt a virgin when she
married you! Please go ahead and kill those unpure [sic] harlots of yours so you can spend the
rest of your lives in prison being sodomized. Your ends will justify the means, if you know
what I mean. (Bingham, 2012, Commenter, The Other JC, June 27, 2012)
Message 1: Zealous interpretation s of biblical metaphors or themes are hypocritical.
Message 2: If you go back far enough, you could justify anything.
Message 3: Your ends will justify the means reference to gay sex (sodomized).
10 | P a g e


Message 4: Entangles zealots, bible, murder, prison, sodomy, virginity, and wife killing by
holding up the mirror of hypocrisy and shame.
Message 5: Why are women always seen as the harlots?
Message 6: Note: The bible is being used to dramatize a point.

Validation of Religious Hypocrisy Microinsult (1)
Condemnation of a Religious Group Microassault (2)
Wow, this is just sad! I mean, why do people have to hate on gay people? Thats like someone
hating on you because of your religion, your race, and people do it anyway. I mean, if half the
people who are against gays claim that theyre really Christian, than they wouldnt be doing this.
Were supposed to love our neighbours, [sic] right? Seriously guys, what a pity, what a pity that
you cant even follow what Jesus said. This makes me wonder, does your religion really matter
because youre a bunch of hypocrites, yeah every single Christian who claims that its an
abomination. And for the record, Im gonna buy myself some milk and rainbow cookies.
(Bingham, 2012, Commenter, Yami, June 26, 2012)
Message 1: Christians are hypocrites.
Message 2: Every single Christian who claims that its an abomination is a hypocrite.

Validation of Religious Hypocrisy Microinvalidation (1)
Ascription of Intelligence Microinsult (2)
Perpetuation of Religious Fear Microinsult (3)
Denial of LGBTQ Prejudice Microinvalidation (4)
Display of Sarcasm Microinsult (5)
A quick note to all of the liberals posting here to whom bashing Christians and their irrational
beliefs comes so easily: Why not extend your condemnation to a few other religions, just once in
a while? You know, like Judaism, Buddhism, Hinduism, and Islam? Whats that? You count
the practitioners of *those* religions as your allies? Its everyone against Americas majority
culture? Got it. (Bingham, 2012, Commenter, NJ Citizen, June 26, 2012)
Message 1: I dont appreciate your bashing my religion so go condemn the Jews, Buddhists,
Hindus and Muslims.
Message 2: Liberals think Christians and their beliefs are irrational.
Message 3: Gays do not have religious allies.
Message 4: Christians are the only target of LGBTQ protest.
Message 5: I see everyone hates the majority! Got it.

Ascription of Intelligence Microinsult (1)
Environmental Microaggression - Biblical Simpletons Microinvalidation (2)
Condemnation of Religious Behavior Microassault (2)
Endorsement of Religious Stereotypes Microinsult (3)
Sounds like there are more small minded simpleton bible lovin bigots out there then I imagined.
Oreos marketing team clearly did the right thing. These people are going to seclude themselves
from the much needed change our near future holds and will forever be looked at as that
generation. Congrats on teaching your children how to hate, its just what this cookie loving
country needs. (Bingham, 2012, Commenter, Vinney, June 27, 2012)
Message 1: Christians are hateful simpletons [Dictionary defines simpletons as A person who
is felt to be deficient in judgment, good sense or intelligence (The Free Dictionary, para 1).
11 | P a g e


Message 2: It is foolish and hateful to believe in the New Testament. In the future, you will be
known as that hateful generation of bible lovin bigots.
Message 3: The phrase Bible lovin bigots is an endorsement of religious stereotypes
Message 4: Congratulations you taught your children how to hate

Types of Retaliation Used
The entire microaggression taxonomy was present due to the Oreo graphic image

Kraft Foods was boycotted by individuals and families

Kraft Foods was boycotted by several organizations

Retaliation was also aimed at Christians, Biblical passages, whites, women, and the
elderly.

Graphic sexual images and language was used against sexual minorities

A few organizations were outspoken on this issue, but the majority of protests were found
within the social media.

Ethical Considerations
For the most part, it seemed that Kraft Foods had acted ethically in posting the rainbow
cookie. It was intended to be a support to a specific number of people during an event they were
celebrating (i.e., Pride). The cookie was not being sold; however, many people thought that this
was a new Oreo. This was upsetting to people; mothers wondered how they were going to
explain homosexuality to their children. Nevertheless, the cookie was not sexually graphic; it
consisted of six layers of rainbow frosting between two dark cookies. Nevertheless, it seemed
that the cookie had become a social scapegoat; a collective symbol that allowed everyone to
spew and project their own internalized perceptions on society (i.e., frustrations, rage, shame,
spirituality, protest, disgust, guilt etc.). For sexual minorities, the cookie seemed to create a
platform where they could commit microaggressions against Christians; in contrast, Christians
seemed to unleash every foul label or immoral term they could muster against sexual minorities.
12 | P a g e


Overall, there was not a winner to be found; nevertheless, a few individuals attempted to create
peace, by calling both sides to be more loving and considerate of one another.
As the analysis continued, it seemed that Kraft Foods was not responsible for the
disruption of well-being in this event; the culprit appeared to be society itself. Likewise, issues
related to social justice and equality were displayed from every side. Many individuals wanted
to control the freedom and autonomy of sexual minorities and religious groups; in many ways
they were both a mirror for each other, both were causing the other to suffer, and both used
microaggressions as a means to do so. Few individuals considered the quality of life, least harm,
or confidentiality in their statements. Nevertheless, it seemed that both sides used the cookie as a
means to be more truthful about their feelings and frustrations. In this sense, the disclosures
gave society an emotional outlet as well as a good look at the workings of the collective
consciousness, especially in their descriptions of the issues that surround religious organization
and sexual minority groups.
Summary
On June 20, 2012, a week prior to the rainbow Oreo advertisement at the Pride parade,
Kraft Foods stock was 39.02; the day after the cookie was released (June 27, 2012), KRFT stock
fell to $37.41 (-4.13%). Nevertheless, by April 2, 2013 the stock closed at $52.37 (+28.57).
Therefore, the news of the graphic design may have caused an initial drop, however, with time
the stock gained 28.57% over a period of nine months. (Reuters, 2013)
A variety of themes and microaggressions flooded the news and social media. However,
Christians, Muslims, mothers, and sexual minorities all shared in giving and receiving cruel
comments to each other. Major themes stemmed from entangling the bible and the LGBTQ
lifestyle to the rainbow cookie. It seemed that the cookie allowed society to project and spew
13 | P a g e


their unconscious thoughts on each other. In reality, the cookie was nothing but a cookie with
six layers of colored frosting, but to many individuals it had always been symbolic icon, and
when they perceived the cookie might threaten the family, many grabbed hold of their bibles for
support.
The use of the symbolic rainbow is a collective and religious symbol that has often been
associated with the bible, and with gays. A few social comments were associated with the story
of Noah and the ark, and the promises God made after the flood. Furthermore, gays have used
the rainbow as a symbol of diversity and acceptance. After reviewing more than 800 comments,
57 references to the bible were found. Furthermore, 169 references to sin were identified, and
there were 124 references to Christians, 7 references to Muslims, and 3 references to Jews, and
29 references to children were made.