Read: Sarna-Wojcicki, "Refigu(red): Talking Africa and Aids in 'Causumer' Culture" (article)
Jungar and Salo, "Shop and Do Good?" (article)
Anderson, "Shoppers of the World Unite: (RED)'s Messaging and Morality in the Fight against African AIDS" (article)

1. Sarna-Wojcicki writes about Product(RED), "the brand is determining the 'choice' of the consumer within the realm of corporate hegemony" (15). What does she mean? Do you agree? How does her argument about consumer choice compare to Fiske's?

2. Sarna-Wojcicki argues that the Product(RED) campaign blurs the line between consumer and citizen. Why? With what consequences?

3. Jungar and Salo argue that the "dark continent" discourse used in Product(RED) "hampers rather than promotes HIV/AIDS prevention and treatment efforts on the continent" (94). How? Do you agree?

4. Anderson suggests that people use pre-existing schematic categories to make sense of Product(RED)'s representations of AIDS and Africa. What are those categories, and what kinds of reactions to the ad campaign or products do they generate?

5. All of these articles suggest that Product(RED)'s marketing represents Africa and AIDS in stereotypical, problematic ways. What are these? What effects do these representations have?

6. Based on these articles and your own experiences with the Product(RED) campaign, what positive and negative effects do you think the campaign is having? Why? Is causumerism feasible or desirable?

For more information, contact:  aleshkow@holycross.edu