engleski

The Impact of Philanthropy and Philanthrocapitalism on the Psyche

If philanthropy is defined as a willingness to help one’s neighbor, then it necessarily leads to the conclusion that philanthropy and philanthropic activity have a positive effect on the human psyche. Philanthrocapitalism, the “philanthropy of 21st Century”, in the words of Facebook’s founder Mark Zuckerberg, when he founded his philanthropic foundation, aims to “cure all diseases in our children’s lifetime.” On the other hand, Bill and Melinda Gates Foundation points out their motto that “every life is equally valuable.” When we add to this product (RED) campaign, where the goal is buying branded products to “help” in the fight against AIDS, it is evident from these examples that the intention of philanthrocapitalists is to correct inequalities, cure illnesses through the “ethical” buying of branded T-shirts or vodka bottles. In this paper, we show how philanthrocapitalism through very skillful manipulation fulfills its dual purpose. It serves primarily to preserve the current economic system based on inequalities and at the same time it benefits the human psyche, as can be seen in the product (RED) campaigns where the ethical act of helping a person in need is directly associated with the consumerist impulse of meaningless shopping

Bill Gates, Product RED, Philanthropy, Philanthrocapitalism, Psyche

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