The (Product) Red Man's Burden: Charity, Celebrity, And the Contradictions of Coevalness (Report)

Introduction: The White Man's Burden and the Culture of Imperialism In 1899 Rudyard Kipling (1988: 321) penned the poem, "The White Man's Burden," the first stanza of which reads: In the contemporary moment, the "White Man's Burden" ideology is making a comeback, thanks to the efforts of musicians, movie stars, and models. For instance, Time Magazine declared 2005 "The Year of Charitainment" (Poniewozik 2005). Moreover, according to a recent catalogue produced by the upscale American clothing chain Bloomingdales: "In Hollywood, philanthropy is the New Black. You're nobody unless you're using your fame--and your wallet--to promote good works" ("Cause Celeb" 2007: 10). Similarly, an ad for Product Red that appeared in the July 2007 Vanity Fair magazine exhorted consumers that "Meaning is the New Luxury."