Is Business Discourse Colonizing Philanthropy? A Critical Discourse Analysis of (PRODUCT) RED

Abstract

Increasingly, traditional notions of philanthropy are colonized by a market discourse that promotes consumption as an effective way to solve social ills, resulting in what scholars have termed ''marketized philanthropy.'' This paper examines the implications of marketized philanthropy through a discourse analysis of the (PRODUCT) RED campaign benefiting the Global Fund to fight HIV/AIDS, malaria, and tuberculosis in Africa through consumption of (RED)-branded products. This paper explores the implications of a business-oriented model of philanthropy for bringing about social change, the repercussions of campaigns like (RED) that explicitly shed the label of philanthropy; and how they impact political engagement.Résumé De plus en plus, les notions traditionnelles de la philanthropie sont envahies par un discours commercial qui fait la promotion de la consommation comme un moyen efficace de résoudre les problèmes sociaux, et qui créé ce que les chercheurs nomment « le marché de la philanthropie ». Cette étude examine les conséquences à tirer du marché de la philanthropie à travers l'analyse de discours de la campagne (PRODUCT) RED qui profite au Fonds mondial de lutte contre le sida, la malaria et la tuberculose en Afrique avec l'achat de produits de la marque (RED). Elle explore les incidences d'un modèle de philanthropie orienté par le marché pour apporter des changements sociaux, les répercussions générées par des campagnes comme celle de (RED) qui de façon explicite diffuse le label philanthropique, et comment celles-ci impactent les engagements politiques.Zusammenfassung Traditionelle Vorstellungen von Philanthropie werden mehr und mehr von einem Markt-Diskurs, der Konsum als einen effektiven Weg zur Lösung von sozialen Missständen anpreist, kolonisiert, resultierend in was Wissenschaftler als ''marketized philanthropy'' (in Wettbewerb gesetzte Philanthropie) bezeichnen. Dieser Artikel untersucht die Folgen der Inwettbewerbsetzung von Philanthropie durch eine Analyse des Diskurses der (PRODUCT) RED-Kampagne, die dem Global Fund zur Bekämpfung von HIV/AIDS, Malaria und Tuberkulose in Afrika durch den Konsum von Produkten mit dem Warenzeichen (RED) zugute kommt. Dieser Artikel erforscht die Folgen eines business-orientierten Philanthropie-Modells zur Herbeiführung von sozialem Wandel, die Nachwirkungen von Kampagnen wie (RED), die ausdrücklich das Etikett ,,Philanthropie''abwerfen, und deren Auswirkungen auf das politische Engagement.Resumen Las nociones tradicionales de filantropía están marcadas cada vez más por un discurso mercantilista que fomenta el consumo como una forma eficaz de resolver los males sociales, resultando en, lo que los académicos han denominado, «filantropía mercantilista». Este trabajo explora las implicaciones de la filantropía mercantilista a través de un análisis discursivo de la campaña RED (DE PRO-DUCTOS) en favor del Fondo Mundial para luchar contra el VIH y el sida, la malaria y la tuberculosis en Á frica a través del consumo de productos de la marca (RED). Este trabajo analiza las ...

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