Crafting Humanitarian Imaginaries: The Visual Story-Telling of Buy-One Give-One Marketing Campaigns
In the Buy One Give One (B1G1) business model, social enterprise companies respond to humanitarian causes by linking consumers to recipients through the commodification of a shared product experience. Ponte and Richey deem these interfaces “new imaginaries”, with consumption elevated as the mechanis...
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| Format: | Article |
| Language: | English |
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MDPI AG
2017-11-01
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| Series: | Proceedings |
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| Online Access: | https://www.mdpi.com/2504-3900/1/9/905 |
| Summary: | In the Buy One Give One (B1G1) business model, social enterprise companies respond to humanitarian causes by linking consumers to recipients through the commodification of a shared product experience. Ponte and Richey deem these interfaces “new imaginaries”, with consumption elevated as the mechanism for humanitarian action. Using a case comparison of two B1G1 companies, I argue that the visual story-telling of B1G1 marketing materials constructs a “humanitarian imaginary” that shapes how consumers understand engagement. Using visual analysis, I consider the opportunities and ethical limits of building solidarity through social marketing. |
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| ISSN: | 2504-3900 |