Fundraising discourse and the commodification of the Other

Forstorp, Per-Anders

doi:10.1111/j.1467-8608.2007.00500.x

Cited by 15 publications

(6 citation statements)

References 9 publications

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“…From a sociological viewpoint, it has been proposed that mass media enables common social experience in heterogeneous societies by making the same information available to all. In the current context in which the mass media constantly cover current issues in terms of crises and perspective on this activity, in which the actions varied out by the companies are part of their business and, in that regard, are seen as part of the "commodification of the other" in the business of fundraising (Forstorp, 2007) or as a media show that exploits feelings of nationalism in order to control the threat to the social order stemming from the panic and sensationalism generated by media coverage (Korstanje and Fernandez-Montt, 2011).…”

Section: Antecedentsmentioning

confidence: 99%

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Developing campaigns in the context of a disaster

Uribe

Hidalgo

Martínez

2015

Disaster Prevention and Management

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Purpose -The purpose of this paper are to determine: how disasters are used as a theme in advertising; how the public evaluates different ways of using disasters in advertising; what dimensions directly affect these evaluations; and what aspects should be taken into account by an organization that wants or need to develop a campaign after a disaster. Design/methodology/approach -This paper presents two studies examining the relationship between catastrophes and advertising in the context of the February 2010 earthquake in Chile. The first study scrutinizes the characteristics of print ads that used this event as their main theme. The second study evaluates the reactions of consumers to different types of post-catastrophe ads. This issue was explored in a survey on the attitudes toward and credibility of these ads and in a qualitative examination, which explored the reasons for the interviewees' evaluation. Findings -The first study identified nine types of advertisements as the most used by advertisers. The second study showed that the most common ad types had the worst evaluations by the public. In addition, the evaluation of the ads was directly related to three dimensions: opinion with regard to the advertised brand, evaluation of the ad's performance, and perception of commercial intent. Research limitations/implications -It is important to consider some limitations of this study: this paper used only print advertising, and the sample was selected from Chilean internet users (50 percent of the population). Practical implications -This paper provides recommendations for for-profit and non-profit organizations that need or want to effectively develop campaigns in the context of a disaster. Originality/value -Within the context of a few studies on the development of campaigns in the context of a catastrophe, this paper seeks to test and expand upon the scarce findings in this field.

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Section: Antecedentsmentioning

confidence: 99%

“…Both in this study and that of McMellon and Long (2006), "image" ads were used most often. This might imply that companies primarily seek to bolster their reputation by using campaigns associated with a disaster, as some critics have proposed (Forstorp, 2007).…”

Section: Lessons Learned and Recommendationsmentioning

confidence: 99%

Developing campaigns in the context of a disaster

Uribe

Hidalgo

Martínez

2015

Disaster Prevention and Management

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“…Inherent in the process of constructing, consuming, and accumulating authenticity is the commodification of the Other (Forstorp 2007). To commodify the Other entails turning the experiences of the Other into a commodity that can be marketed, bought, and collected.…”

Section: A Review Of the Literaturementioning

confidence: 99%

Urban Mascots and Poverty Fetishism

Benz

2015

Sociological Perspectives

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Downtown Los Angeles is undergoing a transformation from concentrated disadvantage to vibrant city center. Using ethnographic research conducted in the gentrifying Historic Core of Los Angeles, I find that the presence of some original residents is encouraged as they help create the gritty and risky atmosphere valued by the new urbanites moving to the area who equate poverty with authenticity in a form of poverty fetishism. I focus here on a subsection of the low-income downtown population, who I call "urban mascots," whose value lies in their ability to embody stereotypical attributes of poverty. I create a typology of urban mascots based on the type of interactions they are willing to have with those seeking experiences with urban poverty. In the end, I argue that urban mascots provide the new gentrifying residents with a cast of nonthreatening and charismatic characters who represent for them a consumable authentic urban experience.

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“…However, rather than focusing on organizations’ use of external atrocities, as we do here, such research – often within the grander scope of business ethics – tends to focus on how atrocities are organized (in order to understand how they occur and thus to prevent them) (see, e.g., Cunha, Rego, & Clegg, 2010; Whelan, Moon, & Orlitzky, 2009) or how organizations attempt to manage harmful behavior (in order to neutralize the negative effect such conduct can have on the business) (see, e.g., Fooks, Gilmore, Collin, Holden, & Lee, 2012). Researchers have also dealt with how corporations – through for example fundraising or supporting a political cause – aim to present themselves as responsible and ethical as possible (Forstorp, 2007), but this research has rarely dealt directly with atrocities. In the cases where organizational research has dealt directly with the ethical aspects inherent in the organization of atrocities, it has often tended to focus on the reasons why these emerge (Bauman, 1999; ten Bos, 1997) or how a communication strategy regarding them is received in an organization (Borgerson, Schroeder, Magnusson, & Magnusson, 2009), and less how its meaning has been narrated by an organization not involved in committing the atrocity.…”

Section: The Management Of External Atrocitiesmentioning

confidence: 99%

Branding Atrocity: Narrating Dark Sides and Managing Organizational Image

Muhr

Rehn

2014

Organization Studies

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Research on the dark side of organizations has usually focused on atrocities committed by organizations or specific persons within them. Less attention has been paid to how organizations can utilize atrocities they had no part in creating. In this article, the manner in which atrocities can be utilized, managed and narrated in corporate image-work is discussed through two empirical illustrations: The Body Shop’s campaign against trafficking, and a campaign by a social movement organization to curb violence towards women in Congo. The article argues that analyzing differences in how organizations choose and position external atrocities in their branding can benefit our understanding of both organizational image-work and the dark side of organization.

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Fundraising discourse and the commodification of the Other

Cited by 15 publications

References 9 publications

Developing campaigns in the context of a disaster

Developing campaigns in the context of a disaster

Urban Mascots and Poverty Fetishism

Branding Atrocity: Narrating Dark Sides and Managing Organizational Image

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