Commodity Activism: Cultural Resistance in Neoliberal Times

Couverture
Roopali Mukherjee, Sarah Banet-Weiser
NYU Press, 2012 - 303 pages
Buying (RED) products—from Gap T-shirts to Apple--to fight AIDS. Drinking a “Caring Cup” of coffee at the Coffee Bean & Tea Leaf to support fair trade. Driving a Toyota Prius to fight global warming. All these commonplace activities point to a central feature of contemporary culture: the most common way we participate in social activism is by buying something.

Roopali Mukherjee and Sarah Banet-Weiser have gathered an exemplary group of scholars to explore this new landscape through a series of case studies of “commodity activism.” Drawing from television, film, consumer activist campaigns, and cultures of celebrity and corporate patronage, the essays take up examples such as the Dove “Real Beauty” campaign, sex positive retail activism, ABC’s Extreme Home Makeover, and Angelina Jolie as multinational celebrity missionary.

Exploring the complexities embedded in contemporary political activism,Commodity Activism reveals the workings of power and resistance as well as citizenship and subjectivity in the neoliberal era. Refusing to simply position politics in opposition to consumerism, this collection teases out the relationships between material cultures and political subjectivities, arguing that activism may itself be transforming into a branded commodity.
 

Table des matières

Commodity Activism in Neoliberal Times
1
Brand Culture Action
19
Brand Culture Gender and
39
ABC and the Do Good Turn in US Television
57
Green Products and Consumer Activism
76
Celebrity Commodity Citizenship 5 Make It Right? Brad Pitt PostKatrina Rebuilding and
97
Constructing Race
134
Hollywood Philanthropy Personified
154
The Visual Culture of Humanitarianism in
174
Community Movements Politics
195
Eating for Change
219
Television Activism in a Neoliberal Digital Age
254
Promoting Commodity
273
About the Contributors
293
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À propos de l'auteur (2012)

Roopali Mukherjee is Associate Professor of Media Studies at the City University of New York, Queens College, and the author of The Racial Order of Things: Cultural Imaginaries of the Post-Soul Era. Sarah Banet-Weiser is Professor and Head of the Department of Media and Communications at the London School of Economics. She is the author of four books, including Authentic(tm): The Politics of Ambivalence in a Brand Culture (2012), which won the International Communication Association's Outstanding Book Award, The Most Beautiful Girl in the World: Beauty Pageants and National Identity (1999), Kids Rule! Nickelodeon and Consumer Citizenship (2007), and Empowered: Popular Feminism and Popular Misogyny (2018). She is the co-editor of Cable Visions: Television Beyond Broadcasting (2007) and Commodity Activism: Cultural Resistance in Neoliberal Times (2012), both available from NYU Press.

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