Is business discourse colonizing philanthropy? A critical discourse analysis of (PRODUCT) RED

Employing critical discourse analysis, this study interrogates how corporate language and branding strategies shape philanthropic campaigns, using (PRODUCT) RED as a case study. It argues that business discourse—focusing on branding, metrics, and consumer engagement—can overshadow social justice narratives, reframing charity as marketplace transactions. The authors reflect on implications for accountability, public perception, and the autonomy of nonprofit agendas.