Home > Development Management > Is business discourse colonizing philanthropy? A critical discourse analysis of (PRODUCT) RED

Is business discourse colonizing philanthropy? A critical discourse analysis of (PRODUCT) RED

1 January 1970
Academic / Journal Article
Publisher : Voluntas

19416

Employing critical discourse analysis, this study interrogates how corporate language and branding strategies shape philanthropic campaigns, using (PRODUCT) RED as a case study. It argues that business discourse—focusing on branding, metrics, and consumer engagement—can overshadow social justice narratives, reframing charity as marketplace transactions. The authors reflect on implications for accountability, public perception, and the autonomy of nonprofit agendas.

Author(s) :

JS Wirgau, KW Farley, C Jensen

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Key topics

Social Justice, Philanthropy and Human Rights

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Marketing, Communications, and Brand Strategy Purpose-driven Partnerships and Networks

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