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Media, Organizations and Identity pp 168–184Cite as

Palgrave Macmillan

Identity and Appeal in the Humanitarian Brand

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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.

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Authors
  1. Anne Vestergaard PhD
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Editor information

Editors and Affiliations

  1. Department of Media and Communications, London School of Economics, UK

    Lilie Chouliaraki (Professor of Media and Communications) (Professor of Media and Communications)

  2. Copenhagen Business School, Denmark

    Mette Morsing (Professor, Director) (Professor, Director)

  3. CBS Centre Corporate Social Responsibility, Denmark

    Mette Morsing (Professor, Director) (Professor, Director)

Copyright information

© 2010 Palgrave Macmillan, a division of Macmillan Publishers Limited

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Cite this chapter

Vestergaard, A. (2010). Identity and Appeal in the Humanitarian Brand. In: Chouliaraki, L., Morsing, M. (eds) Media, Organizations and Identity. Palgrave Macmillan, London. https://doi.org/10.1057/9780230248397_9

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