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Shoppers of the world unite: (RED)’s messaging and morality in the fight against African AIDS.(Viewpoint essay): An article from: Journal of Pan African Studies

This digital document is an article from Journal of Pan African Studies, published by Journal of Pan African Studies on September 1, 2008. The length of the article is 10283 words. The page length shown above is based on a typical 300-word page. The article is delivered in HTML format and is available immediately after purchase. You can view it with any web browser.

From the author: Recently, Africa has become the focus of much media and celebrity attention. In particular, AIDS in Africa has received significant attention. (Product)RED, a business initiative/ philanthropic venture, is one of the most visible campaigns in the effort to raise money for AIDS work on the continent. This paper is guided by a simple theoretical endeavor: I examine how (Product)RED constructs a moral/common sense imperative, using long-held cultural tropes and schemas of Africa to do so. Because western ideas of Africa are so entrenched, (Product)RED can focus our attention on its products and create an impetus to buy them, rather than specifics about AIDS or Africa. Performing a content analysis of the (Product)RED website and its MySpace comments, I analyze how it constructs the problem and solution, and how the (Product)RED message is interpreted by some consumers.

Citation Details
Title: Shoppers of the world unite: (RED)’s messaging and morality in the fight against African AIDS.(Viewpoint essay)
Author: Norma Anderson
Publication: Journal of Pan African Studies (Magazine/Journal)
Date: September 1, 2008
Publisher: Journal of Pan African Studies
Volume: 2 Issue: 6 Page: 32(23)

Article Type: Viewpoint essay

Distributed by Gale, a part of Cengage Learning

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