Transnational advertising and international relations: US press discourses on the Benetton 'we on death row' campaign

Marwan M. Kraidy*, Tamara Goeddertz

*Corresponding author for this work

Research output: Contribution to journalReview articlepeer-review

13 Scopus citations

Abstract

This article analyzes Benetton's 2000 'We on Death Row' advertising campaign as a site of cultural production where ideological differences on capital punishment between the United States and Europe are played out. We examine the mass-mediated public discourse framing the campaign in the US prestige press. More specifically, we conduct a textual analysis of news stories and editorials about the campaign in the Washington Post, New York Times, Los Angeles Times, and Chicago Tribune. Our analysis uncovered three themes, denigration, commodification and othering, that the press uses to discredit the campaign. The discussion focuses on how national hegemonic media frames 'domesticate' foreign social ideals.

Original languageEnglish (US)
Pages (from-to)147-165+269
JournalMedia, Culture and Society
Volume25
Issue number2
DOIs
StatePublished - Mar 2003
Externally publishedYes

Keywords

  • Capital punishment
  • Europe
  • Globalization
  • Hegemony
  • Media framing
  • Transnational advertising

ASJC Scopus subject areas

  • Communication
  • Sociology and Political Science

Fingerprint Dive into the research topics of 'Transnational advertising and international relations: US press discourses on the Benetton 'we on death row' campaign'. Together they form a unique fingerprint.

Cite this