Identity and Appeal in the Humanitarian Brand

Anne Vestergaard

Chapter 8 in Media, Organizations and Identity, 2010, pp 168-184 from Palgrave Macmillan

Abstract: Abstract Non-profit organizations belong to a sector where the diffusion of corporate norms and values has been very pronounced in recent years, bringing into play inherent tensions between commercial and noncommercial logics. This chapter examines humanitarian discourse as an example of a domain of social life that is branded and marketed as if it were a corporate product. It discusses the factors that brings this change about and, on the basis of analyses of two humanitarian TV spots, investigates the consequences in terms of the transformed organizational identities that emerge from their mediatization.

Keywords: Visual Scene; Corporate Reputation; Compassion Fatigue; Subordinate Clause; Humanitarian Organization (search for similar items in EconPapers)
Date: 2010
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DOI: 10.1057/9780230248397_9

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