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Books > Social sciences > Politics & government > Central government > Central government policies
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Hiding Politics in Plain Sight - Cause Marketing, Corporate Influence, and Breast Cancer Policymaking (Hardcover)
Loot Price: R4,058
Discovery Miles 40 580
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Hiding Politics in Plain Sight - Cause Marketing, Corporate Influence, and Breast Cancer Policymaking (Hardcover)
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As late as the 1980s, breast cancer was a stigmatized disease, so
much so that local reporters avoided using the word "breast" in
their stories and early breast cancer organizations steered clear
of it in their names. But activists with business backgrounds began
to partner with corporations for sponsored runs and cause-marketing
products, from which a portion of the proceeds would benefit breast
cancer research. Branding breast cancer as "pink"-hopeful,
positive, uncontroversial-on the products Americans see every day,
these activists and corporations generated a pervasive
understanding of breast cancer that is widely shared by the public
and embraced by policymakers. Clearly, they have been successful:
today, more Americans know that the pink ribbon is the symbol of
breast cancer than know the name of the vice president. Hiding
Politics in Plain Sight examines the costs of employing market
mechanisms-especially cause marketing-as a strategy for change.
Patricia Strach suggests that market mechanisms do more than raise
awareness of issues or money to support charities: they also affect
politics. She shows that market mechanisms, like
corporate-sponsored walks or cause-marketing, shift issue
definition away from the contentious processes in the political
sphere to the market, where advertising campaigns portray complex
issues along a single dimension with a simple solution: breast
cancer research will find a cure and Americans can participate
easily by purchasing specially-marked products. This market
competition privileges even more specialized actors with
connections to business. As well, cooperative market activism
fundamentally alters the public sphere by importing processes,
values, and biases of market-based action into politics. Market
activism does not just bring social concerns into market
transactions, it also brings market biases into public
policymaking, which is inherently undemocratic. As a result,
industry and key activists work cooperatively rather than
contentiously, and they define issues as consensual rather than
controversial, essentially hiding politics in plain sight.
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