Humanitarian Branding & the Media

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Humanitarian Branding & the Media

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dc.contributor.author Vestergaard, Anne en_US
dc.date.accessioned 2009-02-04T10:25:38Z
dc.date.available 2009-02-04T10:25:38Z
dc.date.issued 2006-11-03T00:00:00Z en_US
dc.identifier.uri http://hdl.handle.net/10398/6965
dc.description.abstract The development of corporate communication in recent years has brought about a fading of the division of labor between commercial and non-commercial organizations. While the practices of commercial organizations are becoming increasingly ethicalized, so the practices of non-profit organizations are becoming increasingly commercialized. This paper explores the use of media discourse for the communication of ethical messages by humanitarian organizations, caught, as they are, in a tension between, on the one hand, the commercial strategies of visibility and still greater dependence on the media, and, on the other hand, the public’s skepticism toward mediated morality and what is commonly referred to as compassion fatigue. The issue is investigated through an analysis of a TV spot produced by the Danish section of Amnesty International in 2004. This spot is taken as an example of how the organization’s branding strategies testify to a high degree of reflexivity about the conditions of what Luc Boltanski calls a Crisis of Pity. The analysis illustrates how, in the face of compassion fatigue, the organization manages to carve out a new space for itself in the marketized ethical discourse, and leads to a discussion of the consequences of such rebranding for the construction of morality by the organization. en_US
dc.format.extent 20 s. en_US
dc.language eng en_US
dc.relation.ispartofseries Working paper;2006-081 en_US
dc.title Humanitarian Branding & the Media en_US
dc.type wp en_US
dc.accessionstatus modt06nov03 mielmo en_US
dc.contributor.corporation Copenhagen Business School. CBS en_US
dc.contributor.department Institut for Interkulturel Kommunikation og Ledelse en_US
dc.contributor.departmentshort IKL en_US
dc.contributor.departmentuk Department of Intercultural Communication and Management en_US
dc.contributor.departmentukshort ICM en_US
dc.idnumber x656517793 en_US
dc.publisher.city København en_US
dc.publisher.year 2006 en_US
dc.title.subtitle The Case of Amnesty International en_US


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