Constructing Moral Authority: Affective Recognition and Ethical Visibility in Socially Oriented Branded Content

This article examines how socially oriented branded content contributes to public perceptions of ethical engagement, focusing on the ways brands construct moral authority through their narrative strategies. Introducing the concept of ontological erasure, the study explores how certain groups and struggles are deliberately rendered invisible or depoliticized. Through reflexive thematic analysis and semiotic analysis, the research reveals how empathy is framed selectively to align with commercial interests, transforming ethical engagement into an emotional transaction designed for consumption. The findings demonstrate how brands curate visibility and moral recognition, deciding which causes receive public attention while marginalizing others. By developing the concept of affective recognition, this study highlights the selective emotional engagement embedded in branded content and considers the implications for public understanding of social justice and moral responsibility. The theoretical contribution advances the ethics of visibility, demonstrating how the boundaries of epistemic justice are redefined within the economy of empathy.