Celebrity Politics: Bono, Product (RED) and the Legitimising of Philanthrocapitalism

Abstract

This article reviews a framework developed by John Street which positions aesthetics, style and performance, and celebrity politics as legitimate features within representative democracy. It applies this framework to the example of (RED), a political consumerism campaign fronted by U2 singer Bono, which raises funds for African AIDS victims. It accounts for the use of style by Bono as a celebrity politician to represent himself as an authoritative figure and (RED) as a legitimate response to the epidemic, and relates this representation to the organisational arrangements underpinning the campaign. Further, it examines the relationship between the interests of these organisations and the manner in which (RED) represents AIDS. The article argues for a further integration of textual readings of celebrity politicians based on their aesthetic qualities, and an appreciation of the organisations that contribute to the production of their campaigns.