Corporations, Celebrities and the Construction of the Entrepreneurial
Annika Bergman Rosamond and Catia Gregoratti
’, in Hamilton ,
Shepherd , L.
Understanding PopularCulture and World Politics in the Digital
Age ( Abingdon :
Routledge ), pp.
101 – 18 .
Bergman Rosamond ,
( 2020a ), ‘ Celebrity Global Motherhood:
Maternal Care and
Corps was the subject of countless articles in newspapers and magazines,
and featured on the television and on radio. It also intersected with
popularculture: portrayed in plays, novels, cartoons, television
sitcoms and game shows throughout the 1960s, the Peace Corps helped
introduce America’s agenda for international development to a popular
This chapter explores the nature and effects of
Offline and online games, branding and humanitarianism at the Roskilde
Lene Bull Christiansen and Mette Fog Olwig
causes and commercial interests,
e.g. via corporate social responsibility (CSR), cause-branded products
or philanthropy. 2
Critiques of the popular characteristically draw on various theoretical
and analytical approaches, such as critical discourse analysis, Žižekian
ideological critique and/or grounded critical analytics. 3 These analyses often
echo critical approaches to popularculture in media
Television and the politics of British humanitarianism
Polity , 2012 ).
P. Holland , ‘ Crybabies and Damaged Children ’,
What Is A Child? Popular Images of
Childhood ( London : Virago , 1992 ),
pp. 148 – 73 ; J.
N. Pieterse , White on Black: Images of Africa and Blacks in
Western PopularCulture ( New
and popularculture were exploited
to promote the Peace Corps as a humanitarian project to the general public.
Using an analysis of the United States Peace Corps’ early publicity
materials, Sobocinska identifies this period as a critical historical
juncture that shaped popular understandings of an altruistic America that
has a moral mandate to intervene. Sobocinska considers the deliberate
production of a Peace Corps
Juvenile actors and humanitarian sentiment in the 1940s
humanity new cultural significance’. 16 In her analysis of ‘cultural diplomacy
programs and “one world” visions’ Wilson suggests ‘new and expanding
conceptions of internationalism and citizenship made their way into
popularculture via sentimental discourses that emphasized
emotional, common bonds between Western citizens and distant others’. 17 Wilson draws on
Christina Klein’s work on Hollywood cinema and post-war international