The Corporate Karma Carnival: Offline and Online Games, Branding and Humanitarianism at the Roskilde Festival

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This chapter asks whether it is possible to harness the powers of ‘the popular’ and media culture in the service of humanitarianism. There is a need to critically balance an analysis of the potentially progressive and/or problematic aspects of a popularised humanitarian event. Exploring the energies that are at play in the popular ‘carnival’ of the Danish Roskilde Festival, this chapter examines how the carnivalesque can function both as a form of corporate branding and as a means to destabilise the status quo identified with a negatively branded segment of the population. The chapter also analyses the expansion of the festival into cyberspace, and the offline–online interconnectivity of the festival’s humanitarian events.
Original languageEnglish
Title of host publicationGlobal Humanitarianism and Media Culture
Editors Michael Lawrence, Rachel Tavernor
Number of pages22
Place of PublicationManchester
PublisherManchester University Press
Publication date4 Jan 2019
ISBN (Print)978-1-5261-1729-8
ISBN (Electronic)9781526117304
Publication statusPublished - 4 Jan 2019

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