Colorful images of some of our programs in east Africa. This shirt is sure to be a conversations starter.This Photo T-shirt is marketed as a "conversation starter" but that is where the information about the t-shirt ends. Beyond the knowledge that these are "colorful images of some of our programs in east Africa" there is no explanation of what is happening in these photos. This brings up some issues that we have discussed in class about the limited lens that photographs portray without any context. These photographs on the shirt are all taken out of context and lumped together. This is very problematic because it allows the wearer to create their own narrative about the events in the photos and not necessarily spread the right message, as intended by the tag line of the t-shirt.
If there was even something as small as a simple link to more information about the projects being portrayed in these photographs directly in the description of the t-shirt, then the tag line that implies the need to talk about the photos might be more relevant to the campaign. It seems as though the IC campaign has not given must consideration to the knowledge base available to their customer not the power that they might have to spread the appropriate message.
3 comments:
It's so strange that their SHOP button is the first one along the navigation bar at the top, even before their ABOUT button! I know it's nit-picky, but it just gives off the wrong impression of what their values are.
I agree Linda - it was surprising see an online shopping mall in their website and in their Facebook as well. The emphasis on merchandising their products could potentially mislead the audience.
Very interesting Meredith,
I agree that it might lead to the creation of a variety of misleading narratives.
In addition, the tee-shirts in themselves promote IC's work, IC the organization itself, rather than informing consumers on IC's highly politicized form of humanitarianism and on the situation in Uganda.
I explain : you mentioned that the colourful pictures are images of IC's programs in Uganda.
This perpetuates the view of the savior humanitarian. It shows IC's work, rather than making room for Uganda's voice(s).
During our interview with Jedidiah I asked what he thought about the fact that news media often spend more time worshiping IC than explaining the political situation ; spending more time focusing on the attention IC galvanizes amongst the youth than on the weak response to the conflict in the international community.
He did not deny that IC somehow embraces this savior humanitarian attitude, and depicted the Ugandan youth as helpless...
I think their products, just as the way IC presents itself to the media tie in very well to our main thesis : invisible children has become a brand and it uses that brand to reinforce its influence, yet, at the expense of Uganda's voices...
Their branding strategy works, it is self-reinforcing : it narrows the narrative of the conflict... it is now resumed to an image on a tee-shirt. In the American mainstream Uganda has become synonym with helpless abducted children that IC (and their donors) help by building schools...
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