NDLI: Humanitarianism and corporate branding

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Humanitarianism and corporate branding

Content Provider	Scilit
Author	Richey, Lisa Ann Ponte, Stefano
Copyright Year	2021
Description	Consumers, partnering with corporations and celebrities, are forming new alliances in international humanitarianism through what we call 'Brand Aid' initiatives, in which humanitarian communication is key to their success. Multi-media communication platforms of engagement help frame problems in ways that can be solved through linking consumer-citizens with distant 'Others' around the globe. Such humanitarian communications are best understood through an intellectual engagement with both a representational analysis of the images and narratives that they construct, and a materialist analysis of the political and economic relations that underly these communications. In this chapter, we draw on our earlier work examining Product RED to explore key trends and controversies related to BrandAidification – the processes of cause-related marketing (CRM) that continue to produce Brand Aid initiatives as important cultural and humanitarian phenomena. We briefly analyze two further Brand Aid initiatives – We Can Be Heroes by DC Comics, and TOMS Shoes – and reflect critically on these examples to argue that Brand Aid uses imaginaries of limited humanitarianism to sell products to Northern consumers while constructing 'truths' about international development and consumer engagement that make humanitarianism appear simple, manageable and a marketable product. Finally, we provide an integrated analytical framework that can guide future research in this field. Book Name: Routledge Handbook of Humanitarian Communication
Related Links	https://api.taylorfrancis.com/content/chapters/edit/download?identifierName=doi&identifierValue=10.4324/9781315363493-17&type=chapterpdf
Ending Page	284
Page Count	19
Starting Page	266
DOI	10.4324/9781315363493-17
Language	English
Publisher	Informa UK Limited
Publisher Date	2021-09-09
Access Restriction	Open
Subject Keyword	Book Name: Routledge Handbook of Humanitarian Communication Engagement Humanitarianism Corporate Marketing Humanitarian Communications Brand Aid Initiatives
Content Type	Text
Resource Type	Chapter

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