Desire and the Enrapture of Capitalist Consumption: Product Red, Africa, and the Crisis of Sustainability.
This chapter examines the Vanity Fair special edition dedicated to Product Red as exemplar of colonial rationality sedimented in the project of globalization. The unabashed purpose of the Product Red campaign is revealed as demand creation aimed at the sophisticated consumers of the Global North. Af...
| Publicado en: | Journal of Pan African Studies Vol. 2; no. 6; pp. 77 - 92 |
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| Formato: | Artículo |
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Journal of Pan African Studies
September 2008
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| Acceso en línea: | Ver este registro en EBSCOhost |
| fields | @attributes: recordID: 1 pdfLink: plink: https://search.ebscohost.com/login.aspx?direct=true&db=ssf&AN=510859978&site=ehost-live header: @attributes: shortDbName: ssf uiTerm: 510859978 longDbName: Social Sciences Full Text (H.W. Wilson) uiTag: AN controlInfo: bkinfo: jinfo: jid: 08886601 38NA jtl: Journal of Pan African Studies issn: 08886601 maglogo: N pubinfo: dt: September 2008 vid: 2 iid: 6 pid: 34719 pub: Journal of Pan African Studies artinfo: ui: 510859978 ppf: 77 ppct: 15 formats: fmt: – @attributes: type: T – @attributes: type: P size: 99KB tig: atl: Desire and the Enrapture of Capitalist Consumption: Product Red, Africa, and the Crisis of Sustainability. aug: au: Hintzen, Percy C. su: Social marketing sug: subj: Social marketing keyword: Project Red ab: This chapter examines the Vanity Fair special edition dedicated to Product Red as exemplar of colonial rationality sedimented in the project of globalization. The unabashed purpose of the Product Red campaign is revealed as demand creation aimed at the sophisticated consumers of the Global North. Africa in this regard appeases profligate consumption while offering up to the modern sophisticate the unlimited sexual pleasures of the jungle in its naked freedom, bereft of the staid hetronormativity of Victorian-like sensibilities. The narrative of the campaign for Product Red, by such deployment, is the embodiment of the “Age of Aquarius” with Africa's redemption as its signifying event, ushering in an era of universal “peace, unity, and love.” The continent's progeny, now steeped in abjection, will assume its natural place in the space of civilization. Global capital is sustained in the Product Red campaign by the offering up of Africa as solution through the promise of its redemption. For the sophisticated, self-liberation can be realized through consumption at the same time that global crisis of production is resolved by Africa's “natural” entrepreneurship. All becomes well with the world as desire for the black body is freed from the trope of transgression. Reprinted by permission of the publisher. pubtype: Academic Journal doctype: Article src: R language: English refInfo: copyright: @attributes: flag: N holdings: @attributes: islocal: N |
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