Better (Red)™ than Dead? Celebrities, consumption and international aid
Better (Red)™ than Dead? Celebrities, consumption and international aid
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(Red)™ 比死更好？ 名人、消费和国际援助
DOI：
10.1080/01436590802052649
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发表时间：
2008
影响因子：
2
通讯作者：
S. Ponte
中科院分区：
文献类型：
--
作者：
L. Richey;S. Ponte
2006年，波诺在达沃斯推出了Product（red）™，为发展援助开辟了新的领域。随着美国运通、匡威、盖普和安普里奥·阿玛尼等公司的参与，以及现在的霍尔马克、戴尔和微软，消费者可以帮助非洲的艾滋病患者。博诺、杰弗里·萨克斯和保罗·法默等援助名人保证了这种新的援助方式的“冷静顺从”、管理和目标。红色的功能是利用名人的保证，加上遥远的“非洲”的谈判代表，以满足竞争，也许是不可分割的，目标。一个“石头人的负担”--沿着沿着熟悉的性、性别、种族和地点的结构想象--框定了非洲受益者的接受过程。与此同时，红色将消费者公民描绘成时尚意识强、积极参与和道德反思的人。《红色》将国际援助从其杜尔悲观的预测图表和令人失望的“经验教训”中拯救出来，并将其描述为年轻、时尚和可能。通过掩盖贸易和生产的社会和环境关系，这些关系是贫困、不平等和疾病的基础，红色以理性上不可能的方式重新配置了可能性世界。
Abstract Bono's launch of Product (red)™ at Davos in 2006 opens a new frontier for development aid. With the engagement of companies such as American Express, Converse, Gap and Emporio Armani, and now Hallmark, Dell and Microsoft, consumers can help hiv/aids patients in Africa. Aid celebrities—Bono, Jeffrey Sachs and Paul Farmer—guarantee the ‘cool quotient’, the management and the target of this new modality of aid. red functions using the guarantee of celebrity together with the negotiated representation of a distant ‘Africa’ to meet competing, and perhaps incommensurable, objectives. A ‘rock man's burden'—imagined along familiar constructions of sex, gender, race and place—frames African beneficiaries' receiving process. At the same time, red depicts consumer-citizens as fashion-conscious yet actively engaged and ethically reflexive. red rescues international aid from its dour predictive graphs and disappointing ‘lessons learnt’ and spins it as young, chic and possible. By masking the social and environmental relations of trade and production that underpin poverty, inequality and disease, red reconfigures the world of possibility in what might otherwise be rationally impossible ways.