That the phenomenon of Brand Aid—that is, the “combined meaning of ‘aid to brands’ and ‘brands that provide aid'” (Richey and Ponte ⇓:10)—sits firmly at the intersection of international political economy, global health-care policies, and marketing, is powerfully brought out by Lisa Richey and Stefano Ponte in their important book, Brand Aid: Shopping Well to Save the World , as well as by the other contributions to this Forum. One idea that the book does not pursue, however, is how Brand Aid, as embodied by and enacted through Product Red (RED), speaks to political and academic debates over the securitization of HIV/AIDS (Elbe ⇓). Thus, this contribution is concerned with the way in which RED raises—but also evades—questions of international, human and gendered insecurity. Considering the extensive securitization of HIV/AIDS by politicians, international organizations, and the media, within the North as well as the South, the absence of RED branding is striking. As Richey and Ponte's work shows, RED is situated on a political and discursive terrain cognizant of HIV/AIDS's securitization, but it refrains from both “security speech acts” that authoritatively declare HIV/AIDS to be a threat to “Africa,” and the familiar stable of images depicting suffering, dying, AIDS-afflicted women and children (Bleiker and Kay ⇓). Yet, viewed through the lens of security, RED invokes a remarkable ambiguity. The gratification promised the shopper/savior hinges on a securitization logic, because if combating HIV/AIDS is not an urgent issue warranting our …
Read full abstract