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Commodity Activism

Cultural Resistance in Neoliberal Times
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Buying (RED) products-from Gap T-shirts to Apple-to fight AIDS. Drinking a "Caring Cup" of coffee at the Coffee Bean & Tea Leaf to support fair trade. Driving a Toyota Prius to fight global warming. All these commonplace activities point to a central feature of contemporary culture: the most common way we participate in social activism is by buying something. Roopali Mukherjee and Sarah Banet-Weiser have gathered an exemplary group of scholars to explore this new landscape through a series of case studies of "commodity activism." Drawing from television, film, consumer activist campaigns, and cultures of celebrity and corporate patronage, the essays take up examples such as the Dove "Real Beauty" campaign, sex positive retail activism, ABC's Extreme Home Makeover, and Angelina Jolie as multinational celebrity missionary. Exploring the complexities embedded in contemporary political activism, Commodity Activism reveals the workings of power and resistance as well as citizenship and subjectivity in the neoliberal era. Refusing to simply position politics in opposition to consumerism, this collection teases out the relationships between material cultures and political subjectivities, arguing that activism may itself be transforming into a branded commodity.
Acknowledgments Foreword Marita Sturken Introduction: Commodity Activism in Neoliberal Times Sarah Banet-Weiser and Roopali MukherjeePart One: Brand, Culture, Action 1 Brand Me "Activist" Alison Hearn 2 "Free Self-Esteem Tools?" Sarah Banet-Weiser 3 Citizen Brand Laurie Ouellette 4 Good Housekeeping Jo LittlerPart Two: Celebrity, Commodity, Citizenship 5 Make It Right? Brad Pitt, Post-Katrina Rebuilding, and the Spectacularization of Disaster Kevin Fox Gotham 6 Diamonds (Are from Sierra Leone): Roopali Mukherjee 7 Salma Hayek's Celebrity Activism Isabel Molina-Guzman 8 Mother Angelina Alison Trope 9 "Fair Vanity" Melissa M. BroughPart Three: Community, Movements, Politics 10 Civic Fitness Samantha King 11 Eating for Change Josee Johnston and Kate Cairns 12 Changing the World One Orgasm at a Time Lynn Comella 13 Pay-for Culture John McMurria 14 Feeling Good While Buying Goods Mari Castaneda About the Contributors Index
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