“A Delicious Way to Help Save Lives”: Race, Commodification, and Celebrity in Product (RED)

@inproceedings{Bell2011ADW,
  title={“A Delicious Way to Help Save Lives”: Race, Commodification, and Celebrity in Product (RED)},
  author={Katherine Bell},
  year={2011}
}
Abstract The Product (RED) campaign raises money to fight AIDS in Africa by helping to sell brand-name merchandise to affluent consumers. This paper examines the racialized representations of the (RED) website and the campaign's use of a consumer–celebrity fund-raising model. Through the analytical lens of critical cultural studies, I argue that (RED) commodifies Africans and “African-ness” under a celebratory guise, and reinscribes a narrative of Africa as a “problem child.” The campaign… CONTINUE READING