| Popis: |
The celebrity philanthropy as a phenomenon occurs at the end of the 20th century. Bono Vox, Bob Geldof, Angelina Jolie, Oprah Winfrey are global celebrity stars, but they are also the leading names in the world of celebrity philanthropy. In the analysis of their philanthropic activities, it is apparent that there is an uncritical glorification of their actions, while at the same time, critics point out that their philanthropic activity primarily serves as a means to repair their public image and promote neoliberal capitalism. In this paper, we will investigate the phenomenon of celebrity philanthropy through an integrative-bioethical analysis of the activities of Bono Vox using the example of his product (RED) campaign, and show that celebrity philanthropy, despite the often unquestionably noble motives of celebrities, is not the answer to problems that torment society such as poverty, hunger, inequality and climate change. Moreover, in the case of the product (RED) campaign, it is apparent that it operates on a surface, visible media level, solely solving consequences and not questioning the causes of inequality, the spread of AIDS and poverty, consumption becomes the mechanism for compassion and creates new forms of value. Celebrities like Bono Vox acting as emotional rulers, mitigating a threat to capitalist accumulation by profit, and at the same time encourage customers to consume branded products. In this way, the product (RED) exploits the myth of just capitalism by portraying itself as a workable alternative to “casino capitalism” and as a modality where consumption and cool can be channeled toward a good cause, and at the same time strengthens neoliberal capitalism and its harmful consequences. |
