Marketing Development: Live 8 and the Production of the Global Citizen.
Marketing Development: Live 8 and the Production of the Global Citizen.
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营销开发：Live 8 和全球公民的制作。
DOI：
10.1111/j.1467-7660.2007.00445.x
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发表时间：
2007
影响因子：
3
通讯作者：
April R. Biccum
中科院分区：
文献类型：
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作者：
April R. Biccum
这篇文章认为，最近英国国家叙事中的危机已经转变为一场促进发展的营销活动。这是一个旨在创造“全球公民”形象的练习，它对新自由主义全球化有态度和能力，并作为反对最近批评全球治理机构的大规模民众抗议的堡垒。发展的营销活动最近以Live 8的形式在大众商品奇观中达到高潮，它吸收了批评的声音，并充当了新自由主义全球治理合法化的舞台。这样做的行为者恰恰是从目前在八国集团部长级会谈中为非洲提出的发展议程中获益最多的行为者。这整个惨败，发生在对“新”美帝国主义激烈辩论的环境中，本身就带有帝国的标志。
This contribution argues that a recent crisis in British national narrative has been transformed into a marketing campaign for development. This is an exercise aimed at creating the figure of the ‘Global Citizen’, which has an attitude and aptitude for neoliberal globalization and which acts as a bulwark against recent mass popular protest criticizing the institutions of global governance. The marketing campaign for development culminated recently in a mass commodity spectacle in the form of Live 8, co-opting the voices of critique and acting as a theatre of legitimation for neoliberal global governance. This has been done by the very actors who stand most to gain from the development agenda currently being proposed for Africa in G8 ministerial talks. This whole fiasco, which occurs within an environment of raging debates over the ‘new’ American imperialism, itself bears the mark of empire.