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The Revolution Will Not Be Televised (Gill Scott-Heron, 1971)

Explore the impact of cause marketing on societal views, accountability, and political economy. Discover the power of using social issues to sell products and the shift from public to private spheres. Dive into Africa as a brand and the complexities of marketing for social change.

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The Revolution Will Not Be Televised (Gill Scott-Heron, 1971)

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  1. You will not be able to stay home, brother.You will not be able to plug in, turn on and cop out.You will not be able to lose yourself on skag and skip,Skip out for beer during commercials,Because the revolution will not be televised.The revolution will not be televised.The revolution will not be brought to you by XeroxIn 4 parts without commercial interruptions.The revolution will not show you pictures of Nixonblowing a bugle and leading a charge by JohnMitchell, General Abrams and Spiro Agnew to eathog maws confiscated from a Harlem sanctuary.The revolution will not be televised.The revolution will not be brought to you by the Schaefer Award Theatre and will not star NatalieWoods and Steve McQueen or Bullwinkle and Julia.The revolution will not give your mouth sex appeal.The revolution will not get rid of the nubs.The revolution will not make you look five poundsthinner, because the revolution will not be televised, Brother. There will be no pictures of you and Willie Maypushing that shopping cart down the block on the dead run,or trying to slide that color television into a stolen ambulance.NBC will not be able predict the winner at 8:32or report from 29 districts.The revolution will not be televised. There will be no pictures of pigs shooting downbrothers in the instant replay.There will be no pictures of pigs shooting downbrothers in the instant replay.There will be no pictures of Whitney Young beingrun out of Harlem on a rail with a brand new process. There will be no slow motion or still life of RoyWilkens strolling through Watts in a Red, Black & Green liberation jumpsuit that he had been savingFor just the proper occasion.Green Acres, The Beverly Hillbillies, and HootervilleJunction will no longer be so damned relevant, andwomen will not care if Dick finally gets down withJane on Search for Tomorrow because Black peoplewill be in the street looking for a brighter day.The revolution will not be televised.There will be no highlights on the eleven o'clocknews and no pictures of hairy armed womenliberationists and Jackie Onassis blowing her nose.The theme song will not be written by Jim Webb,Francis Scott Key, nor sung by Glen Campbell, TomJones, Johnny Cash, Englebert Humperdink, or the Rare Earth.The revolution will not be televised.The revolution will not be right back after a message about a white tornado, white lightning, or white people.You will not have to worry about a dove in yourbedroom, a tiger in your tank, or the giant in your toilet bowl. The revolution will not go better with Coke.The revolution will not fight the germs that may cause bad breath.The revolution will put you in the driver's seat.The revolution will not be televised, will not be televised,will not be televised, will not be televised.The revolution will be no re-run brothers;The revolution will be live. The Revolution Will Not Be Televised (Gill Scott-Heron, 1971)

  2. Cause-marketing • Using social/political issues to sell product • Collapses private/public spheres • $1.4 billion industry in the U.S. • 23% increase from 2005 (2006, IEG report)

  3. Cause Marketing Benefits?

  4. “What are the social and political ramifications of viewing social problems as marketing opportunities?” (Stole, p. 21)

  5. Africa as a “brand” “100% authentic African cotton, made in Africa with an organic look and feel to reflect the continent's land and spirit” “inspired by the architecture and culture of Ghana” “cracked flocking is reminiscent of dried African mud”

  6. The Political Economy of RED-based “Social Change” General Lack of Accountability • Marketing vs. sales • Lesotho factory • Global Fund organization “The relationship of the spectacle to actual practice is always suspect” (Goldson & Papson)

  7. Conclusions • “Suggests that the appropriate unit of political action is the act of consumption, and the appropriate opinion leader is your commodity dealer” (Goldman & Papson, 1996)

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