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

摘要

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.