The Soul Of Modern Men Under Socialism By Slavoj Zizek

901 Words2 Pages

When people or consumers purchase a product and the cashier asks if they want to donate to a charity or someone in need, some will donate a few dollars. Simply, when consumers donate something, the idea of doing a good deed makes them feel accomplished. A philosopher, critical theorist, and author of many books, Slavoj Zizek, who wrote “How Corporations Make Profits by Associating Themselves with Charitable Causes,” published on AlterNet in September of 2010, argues that corporations target consumers to give to charity, claiming that they will donate. A corporation is a form of business operations that is operated by shareholders and responsible for the business’s actions. A corporation associates themselves with charitable causes by asking …show more content…

The quote is from Wilde’s “The Soul of Modern Men Under Socialism,” explaining that they are trying to find a solution to poverty. The first paragraph states that we think donating helps someone in need, but it is just more money to the company and makes the consumer feel good while the one in need is still poor. It starts off with words describing the conditions that these people are in as “hideous” situations. It makes the reader feel a little sad because they thought they found a solution to this mess, and it proves that there is a problem. This goes back to how capitalism is essentially about making a profit at the expense of others, while charity is about giving, and companies figured out a way to make giving increase their income. Thus, in the end, the consumer feels that they have done good deed and the company makes a profit and looks good, while the poor person is still struggling with …show more content…

He uses Oscar Wilde as a positive source who agrees with his position, and the company themselves as negative sources, for information about their advertising and tactics. For instance, Zizek quotes one of Starbuck’s campaigns; same for the shoe brand, TOMS. Then, he quotes an author from one of his essays, Oscar Wilde, talking about charity. The quote from Starbucks he states claims that when you buy a cup of coffee, you are buying more than that, you are buying where did it came from. There is a process which one coffee bean has to go through, from the fields all the way to a Starbucks coffee shop for consumers. The shoe brand, TOMS, asserts that when a purchase of a product is made, they will help someone in need. This is the concept of “one for one” that represents the company. The quote from “The Soul of Modern Men Under Socialism,” by Wilde, explains that the solution is to make charity unnecessary by changing society so that poverty does not exist. This proves the point that organizations use acts of charity to earn more rather than actually donating, hoping to make consumers “feel good.” By casting the companies’ own words in a new light, the author uses their own advertising against them, with undeniable examples, and backs it up with quotes from an educated, socially conscious and well-respected

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