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Rescuing African bodies: celebrities, consumerism and neoliberal humanitarianism

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  • Patricia Daley

Abstract

This article examines the role of Western celebrities as part of new networks in the increasing commodification of humanitarianism in Africa. It explores the relationship between celebrities as neoliberal subjectivities and their shaping of ethical consumerism and humanitarian interventions. Using various case studies (Product RED, 50 Cent's SK drink, Save Darfur Campaign [United to End Genocide], Kony2012, Raise Hope for the Congo and the Eastern Congo Initiative), the article considers how celebrities frame humanitarian crises for public consumption, their link to accumulation by dispossession, and their impact on African agency and on international solidarity against corporate exploitation. [Secourir des corps africains: stars, consumérisme et humanitaire néolibéral.] Cet article examine le rôle de stars occidentales membres de nouveaux réseaux dans la marchandisation croissante de l'humanitaire en Afrique. Il explore les relations entre les stars, êtres néolibéraux, et leur façon d'élaborer un consumérisme éthique et des interventions humanitaires. Utilisant diverses études de cas (Produit rouge Product RED, boisson SK de 50 Cent, campagne pour sauver le Darfour [unis pour mettre fin au génocide], Kony2012, Espoir pour le Congo et l'Initiative pour l'est du Congo), l'article étudie comment les stars formatent les crises humanitaires pour la consommation du public, leur lien à l'accumulation par dépossession et leur impact sur l'agence africaine et la solidarité internationale contre l'exploitation commerciale. Mots-clés : stars ; humanitaire ; Kony2012 ; marchandisation ; consumérisme

Suggested Citation

  • Patricia Daley, 2013. "Rescuing African bodies: celebrities, consumerism and neoliberal humanitarianism," Review of African Political Economy, Taylor & Francis Journals, vol. 40(137), pages 375-393, September.
    • Handle: RePEc:taf:revape:v:40:y:2013:i:137:p:375-393
    DOI: 10.1080/03056244.2013.816944
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    Cited by:

    1. Thomas Yaw Voets, 2023. "“Visit Rwanda”: a well primed public relations campaign or a genuine attempt at improving the country’s image abroad?," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 19(1), pages 143-154, March.
    2. Kari B. Henquinet, 2023. "Missionary, citizen, and consumer: Evangelical American child sponsorship and humanitarian marketing in the 1950s and 1960s," Economic Anthropology, Wiley Blackwell, vol. 10(1), pages 8-18, January.
    3. Doris Sommer & Pier Luigi Sacco, 2019. "Optimism of the Will. Antonio Gramsci Takes in Max Weber," Sustainability, MDPI, vol. 11(3), pages 1-31, January.
    4. Budabin, Alexandra Cosima & Hudson, Natalie F., 2021. "Sisterhood partnerships for conflict-related sexual violence," World Development, Elsevier, vol. 140(C).
    5. Tammam Aloudat, 2022. "Can the Sick Speak? Global Health Governance and Health Subalternity," Social Sciences, MDPI, vol. 11(9), pages 1-15, September.
    6. Richey, Lisa Ann & Gissel, Line Engbo & Kweka, Opportuna L. & Bærendtsen, Pernille & Kragelund, Peter & Hambati, Herbert Qambalo & Mwamfupe, Asubisye, 2021. "South-South humanitarianism: The case of Covid-organics in Tanzania," World Development, Elsevier, vol. 141(C).

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