Celebrity Politics: Bono, Product (RED) and the Legitimising of Philanthrocapitalism

Abstract

This article reviews a framework developed by John Street which positions aesthetics, style and performance, and celebrity politics as legitimate features within representative democracy. It applies this framework to the example of (RED), a political consumerism campaign fronted by U2 singer Bono, which raises funds for African AIDS victims. It accounts for the use of style by Bono as a celebrity politician to represent himself as an authoritative figure and (RED) as a legitimate response to the epidemic, and relates this representation to the organisational arrangements underpinning the campaign. Further, it examines the relationship between the interests of these organisations and the manner in which (RED) represents AIDS. The article argues for a further integration of textual readings of celebrity politicians based on their aesthetic qualities, and an appreciation of the organisations that contribute to the production of their campaigns.Keywords: celebrity; political consumerism; philanthrocapitalism elements of this framework to an example of a celebrity-fronted NGO campaign: Bono's political consumerism campaign, Product (RED). I demonstrate how Street's bs_bs_banner

Celebrity humanitarianism, transnational emotion and the rise of neoliberal citizenship

“…In doing so, it becomes part of a larger narrative foregrounding presentist themes of individualized enterprise and responsibility. The emotional enrolment of individuals in this vein can be seen as part of a broader process of neoliberal governmentality, in which subjects are nudged away from state-based responses to social ills and towards more individualized free market or quasi-market forms of charity and philanthropy (Atia 2013;Chouliaraki 2012;Daley 2013;Farrell 2012;Kapoor 2013;Mitchell and Lizotte 2014).…”

“…Contemporary celebrities such as Bono appear regularly in advertisements, on the news, in world forums such as Davos and on TED talks to promote more global humanitarian aid (Farrell 2012;Ponte et al 2009;Richey and Ponte 2008;Yrjölä 2009). Through their actions, projects and foundations, these celebrity humanitarians appear to be able to transcend nation-state problems regarding international giving.…”

Shock Therapy: Oprah Winfrey, Celebrity Philanthropy, and Disaster “Relief” in Haiti

“…More recent news coverage scrutinizing his foundering Yéle Haiti Foundation noted financial irregularities in its management and questioned Jean's motives and gains (Sontag, 2012). As Farrell (2012) writes, "The biggest peril for the movie star on the famine stage comes from the lure of playing the hero … .…”

‘Bring back our girls’

“…As writers such as Marshall (1997), Turner (2004) and Redmond (2006) have pointed out, contemporary culture is often defined and determined by celebrity power. This is exemplified, among other things, by the frequent intertwining of celebrity and politics, as celebrities increasingly take an interest in global causes (Street, 2004;Louw 2005;Drake and Higgins, 2006;Repo and Yrjola, 2011;Farrell, 2012). In addition, 'ordinary people' often interpret their experiences of everyday life through the lens of multi-mediated fame (Hopkins, 2002;Redmond, 2006;Evans and Riley, 2013), particularly as significant media attention is paid to the private and personal lives of celebrities.…”

“…Celebrity fans and followers are encouraged to express gender solidarity via consumerism, for example by purchasing an 'exclusive' purple scarf for international women's day (see Marie Clare 2016). The process recalls the kind of political consumerism campaigns fronted by celebrities, which Farrell (2012Farrell ( & 2014 has critically investigated in the context of philanthrocapitalism (or the assumption that market methods can address social and environmental problems). While white celebrity feminists have also had some success in raising awareness and funding for global gender issues, they do so in a manner which reproduces the ideological underpinnings of global neoliberal capitalism.…”