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Identity and Appeal in the Humanitarian Brand

In: Media, Organizations and Identity

Author

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  • Anne Vestergaard

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.

Suggested Citation

  • Anne Vestergaard, 2010. "Identity and Appeal in the Humanitarian Brand," Palgrave Macmillan Books, in: Lilie Chouliaraki & Mette Morsing (ed.), Media, Organizations and Identity, chapter 8, pages 168-184, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-24839-7_9
    DOI: 10.1057/9780230248397_9
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    Cited by:

    1. Ben Jones, 2017. "Looking Good: Mediatisation and International NGOs," The European Journal of Development Research, Palgrave Macmillan;European Association of Development Research and Training Institutes (EADI), vol. 29(1), pages 176-191, January.

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