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

@article{Wirgau2010IsBD,
  title={Is Business Discourse Colonizing Philanthropy? A Critical Discourse Analysis of (PRODUCT) RED},
  author={Jessica S. Wirgau and Kathryn E. Webb Farley and Courtney Jensen},
  journal={VOLUNTAS: International Journal of Voluntary and Nonprofit Organizations},
  year={2010},
  volume={21},
  pages={611-630}
}
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… 
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