Discussion 3

Discussion 3
Let’s talk stereotypes, satire and campaigns and the voice of the public in the global effort to create
awareness around business practices. This week we tie into many of the concepts studied to date. I
want you to think about social marketing and cause
marketing as it applies to stakeholders, ethics and
globalization. You will need to refer to your course readings as well as external research.
In 20
12, Norway’s Norwegian Student
and Academics International Assistance Fund stared a campaign
to teach
Norwegians
about people around the world
—
in
particular
about
how
silly
national stereotypes
are by satirizing charity fundraising campaigns. They started a fake charity campaign called “Africa for
Norway” or Radi
–
Aid” in which Africans were supposedly enc
ouraged to donate money to buy hear
radiators for freezing children in Norway. This year, the Norwegian organization followed up their
campaign with a new video called “Let’s Save Africa
–
Gone Wrong” that makes fun of charity fundraising
commercials that u
se stereotypes o sad African children to raise money. Watch the two videos on the
site:
http://www.africafornorway.no/
.
African author and journalist Binyavanga Wainina makes fun of all the ways Western wri
ters stereotype
Africa by offering a list of tips for how to write a book about Africa. He says “Africa is to be pitied,
worshipped or dominated. Whichever angle you take, be sure to leave a strong impression that, without
your intervention, Africa is doom
ed” Watch the video here:
https://www.youtube.com/watch?v=QDWlMX2ToSc
A Canadian group, the Africa Canada Accountability Coalitions offers workshops called “So you want to
save Africa?” which tea
ch about the stereotypes of Africa and the impact they have. In this guide for
these workshops, the organization says “Stereotypes of Africa reinforce the “inferiority” of Africans and
reinforce perceptions of what we as Westerners can do “for them in our
superior position”.
Have a look at the Earth Matters blog as well as the Artic Ready spoof and read through these two sites
as another attempt to bring corporations and non profits more awareness around the issues presented:
?
http://www.vancouverobserver.com/blogs/earthmatters/shell
–
artic
–
ready
–
spoofs
–
vancouver
–
connection
–
sean
–
devlin
–
shares
–
views
–
activism
?
http://arcticready.com/
Looking through the research presented above, answer the following questions in your discussion post:
“ Do you agree that charity commercials “prey on pity”? Is there a better way charities can
appeal for donations? Do the commercials like these reinforce negative stereotypes like the idea
that the people in Africa and other developing nations are “helpless victims who need to be
saved?” Where do stereotypes come from? One key to successful ma
rketing is to produce an
emotional response to advertising as researcher Deborah Small (2011) says “the more vivid the
story
—
through narrative or through imagery
–
the more emotionally arousing
and
emotions are
what triggers the impetus to help.”. Hmm. What
are some other advertisements for non
–
profits
that effectively use other
response types
—
provide
an example? Finally, looking at what we
know about sustainable marketing to date, what concepts studied apply to the concept of
emotional campaigns, stereoty
pes and advertising for social cause.”

Task: You will write a research paper of no less than five (5) pages in length and no more than seven (7) pages in length. Your paper must be typed, double spaced, and the font must be Times New Roman size 12. Additionally, your paper must include no less than 10 sources.  The Yellow Birds, All My Sons, and The Things They Carried count as sources (as long as you refer to them in your essay).

The topic of the paper is your choice, as long as it has something to do with the novel The Yellow Birds, by Kevin Powers. You might consider one of the following topics:

•    Compare/Contrast Yellow Birds to All My Sons and The Things They Carried
•    The effect that war has on soldier’s mentality
•    What it means to be a ‘good soldier’ (Who do you think is the best soldier in the book? Is that a good thing or a bad thing?)
•    What it means to be a man (Is Bartle a man? Sterling? Murph?)
•    The role of guilt in times of war
•    Choose a character and analyze him
•    Theme(s) of the novel

Brainstorm ideas over the weekend. On Tuesday, 10/21, we will be meeting in the library to perform research for your papers. Come to class with a plan – know your topic! You may start research on your own over the weekend if you feel ready.

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