Affiliation:
1. University of Minnesota, USA
Abstract
This essay examines the BBC docu-reality series Blood, Sweat & T-shirts ( BS&T) as a case study for understanding the early 21st-century’s proliferation of ethical consumer media – media which circulate internationally, attempt to bring commercial and/or popular appeal together with pro-social goals. I argue that the show operates as a transnational technology of ethical global consumer-citizenship in a highly ambivalent manner: it works to cultivate a form of caring for others that is amenable to a liberalized global economy and the maintenance of existing racialized and gendered global hierarchies, but at the same time, it lays bare the deep contradictions that structure this project.
Subject
Marketing,Economics and Econometrics,Sociology and Political Science,Arts and Humanities (miscellaneous),Social Psychology,Business and International Management
Cited by
1 articles.
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