Land of woke and glory? The conceptualisation and framing of “wokeness” in UK media and public discourses

Though the term originated in the early twentieth century, it is only recently “wokeness” has become a staple of British media discourse. Typically, the concept features in commentaries and exchanges about institutional power, censorship, minority rights/representation, and structural racism, i.e. “culture wars” discourses. Polling suggests that the public considers wokeness a threat despite lacking clarity or consensus on its specific meaning. This study addresses this ambiguity, combining an analysis of coverage in the UK press with posts on Twitter and a questionnaire, asking UK respondents to define and exemplify wokeness. All samples revealed a multi-faceted concept observed at individual, group, cultural and corporate levels. A range of positive and negative framings were found, e.g. awareness and compassion vs. weakness and puritanism. Broader narratives constructed around wokeness include aspirational traits, moral posturing, a modern secular religion, and an insurgent “woke agenda.” These offer insights into how the concept is characterised and operationalised.