Africapitalism: The marketisation of philanthrocapitalism and neoliberalism in African entrepreneurial philanthropy

IF 3.4 4区管理学 Q2 BUSINESS

Marketing Theory Pub Date : 2023-07-26 DOI:10.1177/14705931231190954

Deji Adewoye, J. Mendy, E. Oruh, C. Mordi, Arthur Egwuonwu, Olutayo Otubanjo

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Abstract

Despite increased interests in marketisation of philanthrocapitalism research worldwide, the arguments emphasise ‘what’ instead of 'how’ and ‘why’ philanthropic philosophy happens across Africa. To address this gap, 51 Tony Elumelu Foundation participants’ narratives are focused on to draw on an Africapitalism framework highlighting chasms within and between western neoliberalism frameworks and philanthrocapitalism’s marketisation. By framing this paper using philanthrocapitalism discourse, the authors critically examined the activities of African philanthropists and the effects of their neoliberal adoption on recipients. Semi-structured interview analysis produced three key ideologies demonstrating ‘what’, ‘how’ and ‘why’ philanthrocapitalism is marketised, namely, utopianism and the illusion of a better socioeconomic tomorrow; neoliberalism and a culture of dominance; social investment and marketisation of benevolence. These thematic paradoxes were used to create an additional four-aspect Africapitalism framework contributing to ‘what’, ‘how’ and ‘why’ philanthrocapitalism is marketised in Africa, its impacts, challenges and solutions. Contributions, limitations and implications for research are articulated.

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非洲资本主义：非洲企业家慈善事业中慈善资本主义和新自由主义的市场化

尽管全世界对慈善资本主义研究市场化的兴趣越来越大，但这些争论强调的是“什么”，而不是“如何”和“为什么”慈善哲学在非洲各地发生。为了解决这一差距，51 Tony Elumelu基金会参与者的叙述重点是借鉴非洲资本主义框架，强调西方新自由主义框架和慈善资本主义市场化之间的差距。通过使用慈善资本主义话语来构建本文，作者批判性地研究了非洲慈善家的活动以及他们采用新自由主义对接受者的影响。半结构化访谈分析产生了三种关键意识形态，展示了慈善资本主义市场化的“什么”、“如何”和“为什么”，即乌托邦主义和对美好社会经济明天的幻想；新自由主义和统治文化；社会投资和慈善市场化。这些主题悖论被用来创建一个额外的四个方面的非洲资本主义框架，有助于“什么”、“如何”和“为什么”慈善资本主义在非洲市场化，其影响、挑战和解决方案。阐述了研究的贡献、局限性和影响。

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来源期刊

Marketing Theory BUSINESS-

CiteScore

5.90

自引率

0.00%

发文量

期刊介绍： Marketing Theory provides a fully peer reviewed specialised academic medium and main reference for the development and dissemination of alternative and critical perspectives on marketing theory. A growing number of researchers and management practitioners who believe that conventional marketing theory is often ill suited to the challenges of the modern business environment. The aim of Marketing Theory is to create a high quality, specialist outlet for management and social scientists who are committed to developing and reformulating marketing as an academic discipline by critically analysing existing theory. The journal promotes an ethos that is explicitly theory driven; international in scope and vision; open, reflexive, imaginative and critical; and interdisciplinary.