How To Confront Afro-Pessimism: A Case Study of The Africa For Norway Campaign

A confrontation of Afro-pessimism: A case study of Africa for Norway: Radi-Aid A project in Cultural Globalization
7-1-2014
Arne R Cool
International Studies and English Language, 4th sem.,AAU
STANDARD FRONTPAGEFOREXAMINATION PAPERS
A confrontation of Afro-pessimism: A case study of Africa for Norway: Radi-Aid
Abstract
Now the tables have turned sounds the chorus in the mock-campaign Africa for Norway: Radi-aid produced by The Norwegian Students and Academics International Assistance Fund (SAIH). This project report is asking how SAIH has built a mock campaign confronting the negative stereotypical image of Africa in the Norwegian Society. Categorizing SAIHs critique of the image of Africa in the Norwegian Society as a notion of afro-pessimism has help structure a methodology based on Johnsons Cultural Circuit. Letting afro-pessimism being the point of departure for the cultural analysis, has helped increase the understanding for why the Radi-aid became a success story. Building four focus areas of analysis it helps create an understanding of which dynamics was a part of shaping Radi-aid to become a cultural phenomenon which could inspire society to construct a discourse which turns it back on afro-pessimism.
Table of content
STANDARD FRONTPAGE FOR EXAMINATION PAPERS ..................................................................................... 1 Abstract ............................................................................................................................................................. 2 An anecdote from Zimbabwe ............................................................................................................................ 4 Introduction ....................................................................................................................................................... 5 Problemformulation ...................................................................................................................................... 6 Methodology ..................................................................................................................................................... 7 Everyday life ...................................................................................................................................................... 9 Afro-pessimism .............................................................................................................................................. 9 The Norwegian missionaries ....................................................................................................................... 11 Norwegian do-gooder regime ..................................................................................................................... 11 Africa Barometer A Norwegian Survey .................................................................................................... 12 Production ....................................................................................................................................................... 14 Who is SIAH?................................................................................................................................................ 14 Financing.................................................................................................................................................. 15 Video ........................................................................................................................................................ 15 Lyrics ........................................................................................................................................................ 15 Music ....................................................................................................................................................... 15 Motivation ................................................................................................................................................... 15 Inspiration.................................................................................................................................................... 16 Text .................................................................................................................................................................. 18 Africa for Norway New Charity Single out Now! ...................................................................................... 18 Reading ............................................................................................................................................................ 22 Viral data ..................................................................................................................................................... 23 Media spread ............................................................................................................................................... 23 SAIHs response to reactions ....................................................................................................................... 23 Conclusion ....................................................................................................................................................... 25 Appendix 1: Why Africa for Norway and What do we want ....................................................................... 27 Appendix 2: Africa Barometer ......................................................................................................................... 28 ......................................................................................................................................................................... 29 Appendix 3: Transcription of Africa for Norway New charity single out now........................................... 31 Appendix 4: Collection of online articles dealing with Radi-aid ...................................................................... 33 Bibliography ..................................................................................................................................................... 39
An anecdote from Zimbabwe

An anecdotal story can remind us of certain facts. A number of people on the streets of the Zimbabwean capital Harare were asked a few years ago what they associated with Europe. One woman exclaimed: Europe? It is awful! I have seen it on TV. I would never ever like to go there, there is only war and misery. This little story is a healthy reminder of two misconceptions in the debate on images. Firstly, when we talk of images of Africa and the rest of the Third World we invariably think of the negative images of catastrophe, scandals and misery conveyed through the mass mediathe story above helps to remind us that it is the normal task of mass media to give priority to drama. To understand how images are formed and changed we need to look at our channels and arenas of image formation. And they do exist. Secondly, we are reminded of the fact that the sense of distorted images does not come from lies or false representations. The TV that the woman had seen had not lied, there were wars in Europe, but it is the selectivity which performs the trick of distortion, and a heavy dose of generalisation. We can easily identify the source of the Harare womans information as reports from the wars in former Yugoslavia, possibly also Chechenya and Northern Ireland. While we cannot deny the existence of wars and misery, we hasten to add that this certainly is not all there is of Europe. Mai Palmberg, Dalsbruk, Finland, June 2000 Page 9 in the Introduction inEncounter Imagesin the Meetings betweenAfrica and Europ (2001
Introduction
I could not help but to bring the small anecdote from Palmbergs book about the woman from Harare, capital of Zimbabwe, since I expect that it brings some kind of reflections to most Europeans, is it possible to label this euro-pessimism? This generalization hurts, because it would be hard to recognize for most Europeans in the 21st century, and most important, just because there is problems some places in Europe does not mean that it is a bad place to be, does it? The question is if you would recall the same kind of despise if I was stopped in voxpop on the streets of Aalborg and used the same answer to a question on whether I wanted to move to Africa: Africa? It is awful! I have seen it on TV. I would never ever like to go there, there is only war and misery. Would you feel offended? Well I am sure that some Africans definitely would. This experience of presenting other as something primitive and suffering is far from new, and when it happens in the context of Africa it has been given the expression afro-pessimism, but how do you confront it? The Norwegian Students and Academics International Assistance Fund (Studentenes og Akademikerenes Internasjonale Hjelpefond (SAIH) have made a campaign called Radi-aid by the fake organization Africa for Norway reversing the giver and receiver position in the aid paradigm. Due to this I was immediately attracted to the campaign since it is addressing an interesting issue in cultural globalization, being how we are constructing the image of other cultures in a world there is becoming increasingly interconnected. What provoked this project was a desire to understand the efforts that have beenmade by SAIH to produce the mock campaign videoAfrica for Norway - New charity single out now!1.The campaign video is the first one, and most successful one in terms of views on Youtube, in a series of three viral videos Africa for Norway - New Video! Radi-Aid - Warmth for Xmasand Lets save Africa Gone wrong2. Through satire the videos present stories that seem to be upside-down, challenging the narrative of fundraising campaigns, coming from the global north (Norway) to the global south (Africa). Overall the three campaign videos are addressing the theme of the helpless Africa. To help understand where the idea of this helpless Africa and what it covers I have drawn on a concept, which were introduced to me by Anne Hege Simonsen, namely afro-pessimism, in her paper Fantasies and Experiences: The Norwegian Press Coverage of Africa 1900-2002. She has used this concept to describe which tendencies that have emerges in the
The campaign video can be watched on the website: http://www.africafornorway.no/ or on Youtube at http://www.youtube.com/watch?v=oJLqyuxm96k (Africa for Norway: Radi-aid) 2 http://www.youtube.com/watch?v=pkOUCvzqb9o(Africa for Norway warmth for Xmas), and http://www.youtube.com/watch?v=xbqA6o8_WC0#t=25(Lets save Africa Gone wrong). I have chosen to only focus on the first one in this project, though the introduction will bear the description in the context of all of them to help the reader understand the context of the campaign.
Norwegian news media in the coverage of the African continent from the 1980s and onwards carrying the title Afro-Pessimism Takes Over, the introduction to the section is the following quote: A last moment of change, in this overall analysis of newspaper reporting (from 1900-2002 inclusive), occurs in the 1980s when politics in Africa figures less and less in Norwegian newspapers. Development aid becomes the focus of Norwegian news on Africa, and after the fall of the Berlin Wall, only the apartheid regime in South Africa is still discussed in political terms. Most other African countries are covered in Norwegian news media, as a vast hunger and/or disaster area, commonly described as Africa.(Simonsen, 2010, p. 37) This quote helps setting the frame for the whole idea of Africa in the Norwegian context, being afropessimism. It illustrates how the media use to have some kind of sensitivity and respect diversification of the different entities on the African continent, but how it has turned to a reductive representation discourse since the 1990s and onwards.In this project will afro-pessimism therefore set the frame for what the campaign is struggling against, namely the perception of Africa3.Since the Radi-aid is built on satire it is important to direct the reader in the motivation of the production organization SAIH. To help the reader understand how the campaign situates itself in the realm of confronting afro-pessimism I can only encourage the reader to take a look on Appendix 1: Why Africa for Norway and What do we want.
Problemformulation
How can SAIHs mock campaign-video, Radi-aid: Africa for Norway - New charity single out now! be interpreted as cultural production criticizing the imageconstruction of Africa in Norwegian society in the field of afro-pessimism?
One thing that will probably be repeated over and over again in this project report is one of the points which are actually the root of the problem itself being that Africa is going to be articulated as Africa, neglecting its hyper cultural diversity, reducing it to a unity. For that I will excuse immediately, but it becomes unavoidable when dealing with a campaign called fake organization called Africa for Norway. So now I have made clear that I am myself aware of this reproduction.
Methodology
There has been produce two journalarticles about the Radi-aid campaign already, one by scholar David Jeffress called Humanitarian relations: Emotion and the limits of critique(2013) functioning as an essay in Critical Literacy: Theories and Practices (7:1, 2013) and an essay byformer president of SAIH,Erik Schreiner Evans, entitled Save Norway! in The Fletcher Forum of World Affairs (37:2, 2013). Since both of the works takes the shape of an essay there is not much methodology to be inspired by. In order not fall into the same category I have chosen to draw on a very simple method being Richard Johnsons Cultural Circuit(Chambers, et al., 2004, pp. 37-43)(Hervik, 2011, pp. 11-17). This method is comprised of four elements turning around in a circle being A) Everyday life, B) Production, C) Text, D)Reading, E) Everyday life. To ease the overview I have inserted an illustration from Chambers, et al., p. 38:
This is the simple form of the Cultural Circuit. Below I will describe how I will apply this method to the analysis of the cultural product: Radi-Aid. Since it is a very broad method I have put together my own points of focus in this analysis fitting into the method, since the method allows multiplicity. First of all in everyday life it is important that the context of the campaign is set. In the introduction I claimed that Radiaidis as a confrontation of afro-pessimism, so therefore the first exercise will be to present the concept. To investigate whether afro-pessimism has any presence in Norway, I have chosen to bring in the quantitative
survey conducted by Opinion for The Norwegian Council for Africa carrying the title Afrikabarometer 2011. To give this project a kind of historical context I have chosen to bring a short section on colonialism and missionary work, since it build the foundation for a relationship between Norway and the African continent. Building on this I have chosen to bring in a concept called the Norwegian do-gooder regime by Terje Tvedt since it helps increasing the general cultural understanding of the ideas that dominates the Norwegian society and especially the development aid field, which is the playing ground for SAIH. In the production phase I am asking who isSIAH and the production partner IKind Media. As a part of the production phase I have been searching for what has inspired them to create the campaign. SIAH has created a small platform for why and what they want (Appendix 1), which is the empirical foundation for the analysis, for what are motivation for the campaign, the question is whether the desires and the product is matching? In the product point I will be looking at the video itself. I will perform a short textual analysis of the lyrics.How does the intertextuality appear? Which idioms are used?What is the scenery of the video? I have been trying to take a critical stance, not accepting that it is all thought through, are any contradictions appearing although that it is a parody? In the reading point I will look at how the video could be perceived by the reader? How does it correspond to the motivation put forward in the platform? Since it is the realm of viral marketing it is then a very different situation than in a campaign video in the television. Here it is interesting to look at how it has been shared, as well as which comments it has received. Do the video reach the people that it aimed for? Returning to everyday life, does it have some effects on the discourse in the everyday life, specifically, how has it been perceived by media and fundraising organizations? If this has not crossed your mind yet, then this analysis leads very much to looking at what is going on around the video than the video itself.
Everyday life
To get a grasp of what is the most important in everyday life in a cultural analysis of the Radi-aid campaign, then one needs to ask the question what is Africa image in Norway? This question is asked within the assumption that whole continent can have an image.
Afro-pessimism
There seem to be no general theory of what afro-pessimism covers, simply because no-one has yet done a coherent work of what the concept covers yet (de Bbri & Louw, 2011, p. 335). In reality it has been an expression, which has been thrown around by academics and journalists and who knows who, without anybody taking a serious time to theories the concept in academic work. As stated in the introduction I was introduced to this expression by Anne Hege Simonsen while reading her analysis on the Norwegian press coverage of Africa (2010, p. 37). Based on her use a very simple point of departure would be that it covers the negative (pessimism) discourse surrounding the African continent.The expression was used the first time in Norwegian context by Inge Amundsen in his academic article Afropessimism. A response from below?, where he discusses the negativity by development scholars in African state building (1993, p. 135). The reason why I became so attracted to this expression is that it fits perfectly with what SAIH is trying to combat through the campaign Radi-aid. In the section Why Africa for Norway you find that they want to fight the image of Africa and promote a more nuanced one. They write that the image of Africa looks rather like this: If we say Africa, what do you think about? Hunger, poverty, crime or AIDS? No wonder, because in fundraising campaigns and media thats mainly what you hear about. (Appendix 1: Why Africa for Norway and What do we want). This is not far from the description that you find in Nothias work, who is currently preparing a PhD on the subject of afro-pessimism: Broadly, it refers to a sense ofpessimism about the continents ability to overcome pressing challenges relatedto poverty, health, development or governance. This concept will often besummoned in the discussions around Africas image in Western media, to attackcoverage seemingly reductive, negative and grounded in colonial tropes of thecontinent. (2012, p. 54) Nothias framework for the notion of afro-pessimism goes very well along with the parameters of setup by SAIH in the previous paragraph. Returning to the opening of this section I stated that there was no complete work mapping the concept of afro-pessimism though will I like to bring in that de Bbri & Louw (2011) has created a very interesting table to illustrate the varieties of afro-pessimism:
Illustration 1(de Bbri & Louw, 2011, p. 336)
This table identifies that there exist at least five ideas about afro-pessimism. It is a very simple table which has been based on much collection of empirical data, and the criteria to the left in the table seem very random. The point of bringing this table to the readers attention was that now there exist an exemplification of the diversity of the meaning of afro-pessimism depending on who is communicating, and therefore the concept of afro-pessimism is based so far on pure subjectivity. Having this in mind I will claim that the Radi-aid campaign should be placed as belonging to the afro-pessimism criticizing western media representation. Having the Radi-aid campaign situated in the realm of confronting afro-pessimism then Arnfred and Utas does some interesting observation which dynamics is useful in the struggle against afro-pessimism: A keyword in the new discourse on Africa is agency. This focus on African agency is to some extent a polemical response to previously dominant trends of Afro-pessimism. Instead of looking at Africans as hapless victims, it makes more sense and opens more perspectives to
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focus on what is actually going on(2007, p. 5) This stems well with the fictional narrative that is setup in the Radi-aid campaign giving the Africans agency.An agency which is fictionally constructed, but gives inspiration to what is needed to overcome afro-pessimism. The whole appearance of afro-pessimism goes back to the times of colonialism, which were not a defector a Norway as other European countries. Instead, what established the relationship between Norway and Africa and created the first images of Africa in Norway was the appearances of Norwegian missionaries of the African continent.
The Norwegian missionaries

In this section I briefly want to give a clue how Norwegian missionaries have contributed to the notion the negative stereotypes there exist in the Norwegian society today and how the dynamics of that time can be transformed to how Africa is portrayed today in Norway. Norway has since the end of the 19th century until the time development aid had been sending out more missionaries pr. Capita than any other country (Tvedt, 2007, p. 627). It is important to recognize how the current images of Africa are not only a part of the news media, educational system and fundraising campaigns, but also religion, which bear ground to one of the first kinds of establishing a popular images of the suffering African, that needed salvation. Christian missionaries falls very much into the category of fundraising campaigns in todays society, since they had to construct images of the primitive African, in order to collect financial support from the local society to cover the cost of setting up mission community to spread the Christian religion (Palmberg, 2001, p. 16).
Norwegian do-gooder regime

Norway is famous around the world for its initiatives in the development aid sector. Tvedt has characterized this as the Norwegian do-gooder regime, based the deeply rooted notion of a self-image as Norway as a good nation. It implies that those who are well-off give those who are not so wellf-off, which is viewed why Norway gives development aid. The do-gooder regime does not give any moral superiority to people working in the development aid industry. It has its focus on the analytical aims on how power is he exercised and vis-a`-vis the external world, additionally looking athow it rhetorically has been influenced by andinfluenced the systems verbal self-presentation can best be interpreted within such aframework. (Tvedt, 2007, p. 621). In Borchgrevinks analysis of Tvedt in his Paper Images of Norwegian Aid he brings out some interesting observations:
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Development assistance is a noble cause because of its intentions, Norwegians are therefore proud to be among the most generous, and aid debates tend to focus on targets for aid levels as percentages of GDP. As Tvedt points out, this concern with intentions implies a particular ethical stance, one where the purity of motive is much more important than the effects of an act. (2004, p. 176) So, why is thisanimportant factor when we are dealing with a campaign addressing how Africa is depicted? Well it introduces the idea that the goodness regime is more about giving, than who is receiving the gift, which seems to something deeply embedded into Norwegian culture. Connected to this regime of goodness or do-gooder regime Anne Hege Simonsen does some very interesting observation in terms of bridging this concept to the one of afro-pessimism: Most Nordic citizens, including journalists, are proud of living in relatively egalitarian societies, and they believemaybe navely that the world would be a better place if everybody lived like us. The problem with this egalitarianism is that other ways of life are often perceived as non-equal and in need of correction. We compare, not always consciously, an idealised image of our own societies with the most negative sides of African societies. This is not a good point of departure for a dialogue with Africa. (2003, p. 16) This observation that the egalitarian and idealist worldview strengthen some elements of afro-pessimism should help increasing the understanding for why we produce negative image and stereotypes about Africa. But how does this depict into a survey?
Africa Barometer A Norwegian Survey

To get an impression of how Norwegians are perceiving Africa currently I have chosen to draw on a survey (quantitative method) done by Opinion on behalf of the Norwegian Council for Africa in December 2011. Based on 534 participants it gives some sort of impression about the current state of mind in Norway about Africa. I have chosen four tables which I found the most relevant for depicting the current state of afropessimism among Norwegians. I have inserted them in Appendix 2: Africa Barometer. The first table asks what are the first five words that comes to your mind when thinking about the word Africa. The number one score answered by 62% is poverty/hunger whereas the third most answer by 44% is war/conflict. The second table asks Last time you read/heard news from Africa, what were they about? The highest
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score was war/conflict/turmoil with 73%. The third table asks Continuing the same thought about the last time you heard/read news from Africa, how did you perceive them? With a score of 66% it indicates that two out of three indicated that they were negative. The fourth table asks Did you feel that you had enough background information? Combining the two most popular answers (partly and yes) indicates that the participants received enough background information. The fifth table asks Which kind of information about Africa do you want to see more of? The two most popular answers were more in-depth going articles explaining the background of news and the second one being more success stories and positive news. This shows how the public desires a different image of Africa. So what can we use these answers for? Well it confirms Anne Hege Simonsens observation about the media discourse, that afro-pessimism seems to be the dominant view not only in the media but also in civil society. Naturally, one should always question surveys, how much do they in reality reflect?
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Production
In the production phase I will look at which elements have taking part in shaping the campaign video. An important feature of the campaign video is the webpage devoted to it: http://www.africafornorway.no/.The central questions of this section are who was involved, what was the inspiration and motivation? To put the production into perspective there has been more than 70 people involved including music, video production, lyrics, planning and marketing(Girling, 2013).
Who is SIAH?
Norwegian Students and AcademicsInternational Assistance Fund (SAIH) was founded in 1961 as an antiapartheid organization. SAIH is a solidarity, aid and advocacy organization thathas been working on global issues and access to education since its beginnings under the motto Education for liberation. SAIH focuses on education in development cooperation, as well as political advocacy in Norway and North/South information.SAIHs work is financed by the contributions paid by students over the semester fee, the SAIHacademics, NORAD, Operation Days Work, LNU (The Norwegian Children and Youth Council) and FOKUS (Forum for women and development). Approximately 140 000 students in Norway annually contribute with over 6 million Norwegian kroner to SAIHs work. SAIH works primarily in the area of education, providing assistance to projects in South Africa, Zambia, Zimbabwe, Bolivia andNicaragua(SAIH, 2013). In addition to what is to be found on SAIHs webpage then Evans, a former president of SAIH, brings an interesting perspective: Working among othercharitable organizations, SAIH has often felt uneasy about the narrativeof the starving and suffering Africa that some organizations keep tellingas part of their fundraisingand that is confirmed by media without thetime or resources for in-depth journalism.(2013, pp. 179-80) The Radi-aid campaign situates itself in the field of the North/South information arena, but it is not the first time that SAIH makes a campaign for a more diverse image of Africa. Actually, it is the third time that SIAH puts focus on the representation of Africa through a campaign. The first time was in 1999-2000 with the title Vrt bilde av Sr4 (Our Image of the South), and the second time in 2007 under the title Afrika n - en sak har alltid flere sider5 (Africa now - a case always has more aspects). Furthermore, there is a whole section of the webpage dedicated to the theme Vrt bilde av Sr(Our Image of the South) storing articles written by SAIH activists under the theme6. This indicates that it is a theme that activist in SAIH has been
4 5
http://saih.no/Bloggers_United/Tidligere_kampanjer/1999_00__V__rt_bilde_av_S__r/index.html http://saih.no/Bloggers_United/Tidligere_kampanjer/2007__V__rt_bilde_av_S__r/index.html 6 http://saih.no/Tema/V__rt_bilde_av_S__r/index.html
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dealing with for a long time, and that the Radi-aid campaign is another, but new approach taking to combat the stereotypical image of the suffering Africa. Financing NORAD (the Norwegian State Development Agency) gave SAIH NOK 99,000 and full freedom to make the mock-campaign, additionally SAIH received another NOK 50,000 from the Norwegian Children and Youth Council (LNU)(Dovelopment Today, 2012). According to Evans did SAIH spend less than US$30,000, which is some NOK 170,000 (2013, p. 179). Video SAIH contracted the South African media company iKind Media, based in Durban, to handle both the music video production and the music recording. The video is shot in Durban. KwaMashu Community Advancement Projects (KCAP)is a performing arts school situated at the Ekhaya Multi Arts Centre in KwaMashu (a northern township of Durban) provided some of the actors and singers to the radi-aid video(Carter, 2012), as well as some of them were volunteer students (Martin, 2012). The art school is a former SAIH project under their South Africa division, with the purpose of providing underprivileged youth an opportunity to learn a range of integrated arts and creative disciplines (Carter, 2012).The video-clips from Norway in Radi-aid are from the state channel NRK. SAIH requested to use pictures of freezing Norwegian Children playing in the snow, they were not allowed since it was against the ethical guidelines. (Dovelopment Today, 2012) Lyrics The lyrics have been composed by the Norwegian music group Bretton Woods, who labels themselves a developing country band. Music The music is composed by the young South African musician Wathiq Hoosain, who has been studying in the Oslo International Music Academy since 2010 until present(Martin, 2012). It is interesting to see an element that has a foot in both grounds.
Motivation
An important factor in shaping the cultural product the Radi-aid campaign is the motivations behind the campaign. Since it is a spoof-video it has been really important for SAIH to communicate their actual ideas, being why and what they want through the campaigns webpage. The section of the webpage reminds me of a small political platform or manifesto communicating how the image of Africa in Norwegian society
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should be constructed and in a greater context in the Western media. To keep it in the notion and the idea of the Radi-aid campaign, one could be tempted to entitle it the Africa for Norway Manifesto. So what does it contain? The full manifesto can be read in Appendix 1. As mentioned previously does it contain of two parts, a part analyzing how Africa is image and what dynamics constructs this image, somehow it falls depicting how afro-pessimism is constructed and which perimeters that constructs afro-pessimism. Interestingly they present a strain of thought how the negative image of Africa only activates people for a short period: while these images can engage people in the short term, we are concerned that many people simply give up because it seems like nothing is getting better. Africa should not just be something that people either give to, or give up on. So how to confront this negative image of Africa and create a more devoted interest? Well the manifesto indicates four points, which I have inserted below, though not containing the comments which is to be found in the Appendix 1: 1. Fundraising should not be based on exploiting stereotypes. 2. We want better information about what is going on in the world, in schools, in TV and media. 3. Media: Show respect. 4. Aid must be based on real needs, not good intentions. This point to four interest areas being fundraising campaigns, education, TV, media and the development aid sector. The key message becomes that more attention is needed on the subject on how the Western countries have a negative impact on the developing countries; in the Norwegian context it is a message aimed at the national do-gooder regime it needs self-reflection.
Inspiration
Looking at inspiration to the campaign one needs to look in two directions since it is as spoof, which campaign videos do Radi-aid want to criticize, and how are there reference to these, and secondly have other campaign videos done the same? On Radi-aids webpage there is a section devoted to this entitled Other Videos, this is divided into two columns one being our inspiration (containing eight videos) and the other one being other fun stuff (containing seven videos). In the category of our inspiration you find music campaign videos as Do they know it is Christmas by Band Aid with front figure Bob Geldorf, USA for Africa with Were the World and the Norwegian contribution to Live aid: Norway for Africa. The title from the live aid show has been reversed to create the fake organization Africa for Norway, though the video does not use any stereotypical images of Africans; it is instead Norwegian musicians on a beach and in a market town. In the video Norway for Africa the imaginary reference to Africa becomes a black kid, which most likely lives in Norway. The inspiration to the video is more likely drawn from the band aid video and
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USA for Africa video. The idea of having Africans aiding a Scandinavian country is neither a new idea. Help Sweden is a campaign by UN Development Programme (UNDP) in Sweden and is constructed in a way were the fictional group HelpSweden in Ghana is collecting money in a market to help the cold and barren Sweden(Barthal, 2008). The identity of Sweden is constructed by showing still photos of Swedish people and the Swedish Royal Family, selling traditional industrialized Swedish products and the campaign group wearing and sharing merchandise for HelpSweden. The message of the campaign is though slightly different than Radi-aid being: When the rich gives to the poor its called international aid. When the poor gives to the rich it is called business as usual. Turn the world around. www.helpsweden.org (HelpSweden.org, 2008) The campaign video that I see as having the most similarities with the Radi-aid spoof is Pimp my Aid worker7,though not brought on their webpage. It is a music video spoof facilitated by Norwegian artist Morten Traavik in corporation with Zambian musicians under the name AID AID United Support of Artist for Aid Workers. As the name indicates it deals with aid workers and the message that aid workers should be acknowledge for the hard work and needs support. The video uses the same kind of agency as Radi-aid with African musicians being the voice to help the white aid worker, and through this it falls into the same category as Radi-aid, the difference is that the song is written and produced by Zambian musicians (Traavik, 2010). Letting this be the piece of inspiration, I will continue to take the reader through an analysis of the Radi-aid campaign video itself.
Visit campaign website and watch the video at: http://www.pimpmyaid.org/
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Text
In the previous section of the cultural circuit I looked at the production phase, who was involved, what was the inspiration and motivation, in this section I will analysis the cultural product Radi-aid itself.
Africa for Norway New Charity Single out Now!

Africa for Norway is a fictitious non-profit organization which encourages Africans to collect their old unused radiators for donation to freezing cold, suffering Norwegians.The music video aimed to parody eighties Band Aid videos such as Do They Even Know its Christmas and highlighting Western medias and fundraisers often grossly biased perspective in its depiction of Africa, when it comes to portrayingdisease and poverty as a widespread standard in Africa. The Radi-aid video can be broken into two parts the introduction by Breezy V and the song by Africa for Norwayby the ficitional Africa for Norway choir. The opening paragraph and the lyrics of the song can be found inAppendix 3: Transcription of Africa for Norway New charity single out now. The introduction to the campaign is a monologue by Breezy V sets the stage for the mock video, one can say that he sets the frame for the parody. The scenery of the introduction with Breezy V is a crosscut between panoramic shoots of Durban the Skyline (representing wealth), harsh video material of how blizzards can make the Norwegian winter really challenging, and door-to-door collection of radiators around neighborhoods in Durban loading the radiators into a pick-up truck. In between the lines Breezy V is questioning if it is possible to live under these weather conditions with statements such as: in this time of need for Norway. You know helping them out. A lot of people arent aware of whats going on there right now. Then the video clips to a snow/windy scene from Norway (Norwaytexted in the right corner of the clip), showing how a man is almost blown away in the snowy landscape. Then he is continuing by drawing a parallel between the difficulties Norway is facing comparing them to poverty. Here it is important to emphasize that he is not mentioning Africa, but that it is based on the receiver to make the connection between poverty and the association of Africa, then leaving the receiver questioning oneself whether one should make that connection? The same technique is used in the two following sentence, associating Africa with sun and starving people. I will label this technique it goes without saying using classical stereotypical images of Africa. The text looks like this:Its kind of just as bad as poverty if you ask me. Sunlight puts smiles on peoples faces. People dont ignore starving people so why should we ignore cold people?This finishes with an ironic reference to death, since people dying of starvation was used as the activation of the receivers moral code: Frostbite kills too.
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The second part is the song itself. It has four core scenes: the classical choir scenes, recording studio scenes, winter footage from Norway, and collection of radiators. The first verse of the song is a crosscutting between choir/recording studio and winter scenes from Norway containing freezing faces, snow-blocked roads, snow-drowned houses, flooded streets, crashed trucks, heavy wind all the damages that a blizzard can offer. The singers are almost dressed as pop-stars at least they are young, good-looking Africans. The reference to pop-stars are not totally misplaced, if one jump to the part of press photos at the webpage for the campaign then the press pictures are entitled after Afro-American musicians being: Beyonce, Rihanna, Bruno Mars, Lauren Hill, Macy Gray, Ray Charles, Sugababes, Usher8. So they are dressed to impress to fight the African stereotype. Probably, the improvisation of Ray Charles, being the man with the sunglasses on the piano becomes the most accurate. Giving the actors of the spoof character names of American pop artist seems though to be failing the whole idea of Radi-aid. The song consists of two different verses and two times chorus, and then a finishing epilogue. The two verses are very different the first verse is about how difficult it is for Norway to be freezing and that Africans should help, whereas the second verse is a appraisal of how good Norway have been to help Africa, so that is why Africans should give back. In Norway kids are freezing is the opening line of the song, referring to the pity that it is constructed for the suffering African is always a child, since it is expected to increase empathy. Unfortunately, it does not correspond with the images of Norwegians in the footage since it is all adults, after all NRK would not allow use of freezing kids from their footage due to ethical guidelines. Its time for us to care.Theres heat enough for Norway. If Africans would share.The African agency is articulated, while at the pictures of blizzard Norway is the image scene, the is classical aid rhetoric, there is a disaster, a reaction is needed. In the following lines the agency is questioned Yet, Africans keep thinking we cant contribute. The warmth weve got wed like to share but we cant distribute. Again using a classical aid scheme, by appealing to the fact that everyone can do something, it is a matter of taking power into your hands. This rhetoric is usually used for appealing to donation, and in this case it becomes donation of radiators. The chorus uses the classical idiom the tables have turned to refer to a change of the power relationship, the giver and receiver relationship has changed. By starting the two first lines with now it refers to that historically it has look different, firstly that Norway has been the donor, but is now the receiver, and secondly that it previously has been Norway for Africa as the Live Aid song of 1985. Building the narrative
8
https://www.dropbox.com/sh/wq1kbs1tycuxf0w/CqgiWSes-T/Arica%20for%20Norway%20Photos
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that Africa now is the donor (the giver) and the strong one after the tables have turned brings a responsibility which is And theres no way we can close our eyes. We see that they freeze. This model of getting your message through and getting the donation through has been express as chugging (charity mugging)the appeal that you know that there is something wrong (they freeze) and you need to do something with your economical surplus in order to help (in this case radiators and heat). This rhetoric is repeated in a different shape in the next two lines as wellAs Africans concerned. Lets send our heaters all the way. The chorus is finished by stating that the action is taking place Radi-aid to Norway. With a tropical breeze (Tropical Breeze). The tropical breeze idiom carries a kind of intertextuality as well since it gives association to charter holiday commercials, it falls into a category of easiness, relaxation, and creates a feel good atmosphere, somehow becoming self-reflective to the African mentality, something positive being the contrast to the blizzard there is destroying Norway. While the chorus is running then we are sent back and forth between the chorus recording and the radiator collecting. Especially, the second verse becomes conspicuous, because it returns to the Norwegian do-gooder-regime and builds up the historical power relationship of the Norwegian development aid industry, which in reality was supposed to be broken down by the chorus stating now the tables have turned. This can all be summed up in two lines: Norway gave a helping hand. They taught us what to do. Here I think the campaign is failing itself, because its intention is to promote the African incitement. This construction removes the Norway in the Radi-aid song from only being the victim/suffering to also carry some agency. This taught construction is in my view the most interesting, because it seems to be not going along the whole parody idea. If one questions whether it is ironic, it can be more or less diminished by the following line And now its payback time. This implies likely wise a power structure, that falls along with Knut Nustads observation in the power of the gift (Borchgrevink, 2004, p. 172). The footage of the second verse is jumping from the different artist singing in the studio to ending with a scene at the Durban harbor front, where there is a drop-off spot for radiators, creating a narrative, that the activist do not need to go doorto-door to collect radiators but people are bringing radiators themselves. This cross cutting is repeated in the second chorus, though crosscutting from the choir to the drop-off spot of radiators. The epilogue of the song is containing even more simple lyrics, but it also has the function of addressing the viewer directly Say yes! Join Raid-aid! on repeat with the notion of sending the heaters all the way to Norway. The video finishes off with the radiators being loaded on a pickup truck. One thing that I have not mentioned is that the expression of the characters in the video is constantly smiles and joy, which creates a feel-good atmosphere.The video leaves me with some different impressions. It is made to fight the stereotype of Africa, but at the same time it is highly reproductive of the African identity. The question is
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whether this is unavoidable when the tool of communication is done through a parody? So what is the point of all this? By using humor and reversing the whole picture it challenges the viewer to think, to put it in popular speaking it breaks down the emotional barriers, and it challenges the stereotypes, or rather it challenges how we construct stereotypes. Framing it differently, the viewer knows all the way through that this is fiction, that Norway does not need the help of radiators, but does the viewer also know that Africa is not only suffering continent, which constantly needs help? Well it seems like it is time to challenge some of the ideas embedded in the Norwegian culture about the do-gooder regime. As the reader might sense I have already starting interpreting what the readings of this cultural product could be, which sends me to the next phase of the cultural circuit, the reading.
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Reading
Imagine if every person in Africa saw the Africa for Norway video and this was the only information they ever got about Norway. What would they think about Norway? This is the opening sentence of the earlier discussed self-proclaimed Africa for Norway Manifesto by SAIH which is found in Appendix 1 and its the frame for what I will try to do in this section of the cultural circuit namely how is the cultural product, Radi-aid campaign, read or rather in this context viewed and interpreted. The quote helps us understand that Radi-aid will be interpreted in the context of what cultural narratives and knowledge the reader carries along. If you have no prior knowledge of Norway as the quote suggests your interpretation would be very much different from how a Norwegian would interpret the music video. This is probably the most difficult part of the analysis since it requires acquaintanceof oneself with the receiver of the video. Since it is a viral video it brings some totally different perspectives into whom the reader is, because it is based on sharing, so the sender SAIH, does not have the same kind of control with the audience as would be seen in more traditional settings of information campaigns using TV and newspapers as media. At the same time it allows one to gain some data regarding how it spreads, how many views etc. I have been very much divided whether I should share the upcoming observation in the everyday life section or in this one, but as you might guess I have chosen to share it here. Again, I have drawn on the analytical skills of Anne Hege Simonsen though this is a more hypothetical assumption trying to categorize Norwegian people interested in Africa into three lines of perspectives: 1. The humanistic approach, telling us that nothing in human life is foreign. We all inhabit the same planet and we should all be interested in one another. 2. The altruistic approach, telling us that we (still) have a civilising mission: people in Africa need assistance, food, money and democracy. 3. The self-protective approach, telling us that we should help them to help themselves. Otherwise the bottle called Africa will turn itself upside down and pour all its people into Europe.(2003, p. 15) This gives a clue to how the Radi-aid campaign might be received depending on which category the reader belongs to. The ordering from 1-3 to three can probably also determine the matter of skepticism towards the campaign.
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Viral data
The Radi-aid campaign haves some 2.3 million views (IP addresses) by January 2014. The Youtube stats gives an indication of which age group the video is most popular among which is the 35-54 year olds. Looking at some data that reveals some more dedication could be exemplified through the statistics of Facebook where the largest group of followers are 25-34 year old females at 17%, followed by 25-34 year old males at 14.4%(Girling, 2013). Does gender and age in reality say that much about the receiver? Well, at least the age can help indicate that mock campaign gets most clearly through to the Band Aid Generation. Girling ask why is has reach this relative success in the field of social media: firstly its different, creative and funny. All three of these factors are key ingredients for shareability as I like to call it (2013).
Media spread
An important part of the reading of the Radi-aid campaign has been its ability not only to spread through social media and viral video but also in the traditional media which it reached through the social media. Among television stations the campaign reached BBC focus on Africa, BBC World Service and BBC radio 4,Al-Jazeera (two times), CNN, NPR, ZDF, Deuche Welle (on three languages worldwide), Swedish , Danish, Dutch, French, South African, Norwegian TV etc., and of newspapers it reached the big English language newspapers: The Guardian, Huffington Post, Washington Post, New York Times, AFP (news agency) (EdlandGryt, 2012). Furthermore the campaign experienced huge popularity in the blog-sphere helping it to spread around social media as well. SAIH has created a google-document with the different media entities they have collected, which counts 325 different entities being online media, from newspapers, blogs, radio, and online TV, which can be found in Appendix 4.
SAIHs response to reactions

This massive exposure has of course also contributed to personal reaction to SAIH. There has been a lot of interviews to pick from, but I have picked out one rather long answers in interview by Michel Martin (from NPR: National Public Radio USA) with Erik Evans the president of SAIH when the campaign was lunched: MARTIN: What reaction are you getting? EVANS: Oh, overwhelmingly positive. It's... MARTIN: From whom? EVANS: Well, funny you should ask because we get a lot of reactions from all over the world
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now - which, really, we hadn't anticipated. But the reactions from people in Africa are - they have only been positive so far. There has been - a few negative reactions. Some of the reactions have been, you know, along the lines that you just mentioned; that oh, but you're also European, and you're criticizing this, and you're also one of these organizations. But funny enough, the people actually, you know, coming forth with this kind of criticism are all in Europe or in the U.S. So - I mean, the people that we talk on behalf of, in the video, have no problem with this.(Martin, 2012) The answer reveals that the campaign has been received really positively, especially the form the African responses have there been a positive attitude towards the campaign. One critical point though, which I have touched upon earlier,is the questioning the agency of the Radi-aid campaign wrapped up as being by Norwegians for Norwegians performed by Africans. Bringing the Radi-aid campaign into the Everyday Life section again one can ask what it hasachieved. Keeping the lesson short hopefully it has opened the eyes of some NGOs to the power of producing something different than the stereotypical images of Africa. In order to confront afro-pessimism new narratives needs to be created. The dangers is that of a single story, and if we develop a world were cultural globalization develops simplistic stories about the others we need to challenge them.
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Conclusion
Confronting stereotypes are not easy. Without doubt has The Norwegian Students and Academics International Assistance Fund (SAIH) been challenged when coming up with the idea of creating a mock campaign to confront stereotypes about Africa. By following Johnsons cultural circuit has been able to shed a light on the dynamics that has created the campaign. The everyday life section recognized that Radi-aid campaign situated itself in the same shelf as afropessimism, but also that moral standards of the Norwegian culture had an effect on this through Terje Tvedts do-gooder-regime. Combining the concept of afro-pessimism with the idea of a Norwegian dogooder-regime has helped increase the understanding for why humor has been a great part of confronting the stereotypical image of Africa. The production phase contributed to the understanding that SAIH had very much experience in the field of communicating against the simplistic notions and negative images of Africa. In the production phase it was also unlocked how the Radi-aid campaign very much looked like a combination of HelpSweden.org and Pimp my Aid Worker in the context of the band-aid parody. Using humor and reversing the whole picture it challenges the viewer to think, to put it in popular speaking it breaks down the emotional barriers, and it challenges the stereotypes, or rather it challenges how we construct stereotypes. Framing it differently, the viewer knows all the way through that this is fiction, that Norway does not need the help of radiators, but does the viewer also know that Africa is not only suffering continent, which constantly needs help? Well it seems like it is time to challenge some of the ideas embedded in the Norwegian culture about the do-gooder regime. Keeping the lesson short hopefully it has opened the eyes of some NGOs to the power of producing something different than the stereotypical images of Africa. In order to confront afro-pessimism new narratives needs to be created. The dangers is that of a single story, and if we develop a world were cultural globalization develops simplistic stories about the others we need to challenge them.
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Appendix 1: Why Africa for Norway and What do we want
Illustration 2 Cutting from http://www.africafornorway.no/why
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Appendix 2: Africa Barometer
Illustration 3(Opinion, 2011, p. 9)
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29
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Appendix 3: Transcription of Africa for Norway New charity single out now
This is a very simple transcription of the Africa for Norway -New charity single out now! campaign video based on the subtitles in the video.
Africa for Norway
(Textbox: Breezy V, rapper:) 0:00I'm basically heading up a team 0:01that's getting Africans together 0:03in this time of need for Norway. 0:05You know - helping them out. 0:08A lot of people aren't aware of what's going on there right now, 0:14It's kind of just as bad as poverty if you ask me. 0:17Sunlight puts smiles on peoples faces. 0:20People don't ignore starving people 0:21so why should we ignore cold people? 0:23Frostbite kills too. 0:24Africa, we need to make a difference in Norway. 0:27We need to collect our radiators, 0:29ship them over there, 0:30and spread some warmth, 0:31spread some light, 0:32and spread some smiles. 0:33Say yes to Radi-aid. Song: (1st verse) 0:50In Norway kids are freezing 0:55It's time for us to care 1:01There's heat enough for Norway 1:06If Africans would share 1:10Yet Africans keep thinking 1:13we can't contribute 1:16The warmth we've got 1:17we'd like to share 1:19but we can't distribute (Chorus) 1:26Now the tables have turned 1:32Now it's Africa for Norway 1:35And there's no way 1:38we can close our eyes 1:39We see that they freeze 1:42As Africans concerned
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1:44Lets send our heaters all the way 1:48Radi-aid to Norway 1:50With a tropical breeze (2nd verse) 1:54Here in Africa 1:57we've had our problems too 2:04with poverty, corruption 2:06with HIV, and crime 2:09Norway gave a helping hand 2:12They taught us what to do 2:15And now it's payback time (2nd chorus) 2:23Now the tables have turned 2:29Now it's Africa for Norway 2:32And there's no way 2:34we can close our eyes 2:36We see that they freeze 2:41As Africans concerned 2:45Lets send our heaters all the way 2:47Radi-Aid to Norway 2:50With a tropical breeze (epilogue) 2:58Join Radi-aid! 3:01Say yes! Send our heaters all the way 3:04Join Radi-aid! 3:07Say yes! Send our heaters all the way 3:11Join Radi-aid! 3:12Say yes, Radi-aid!
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Appendix 4: Collection of online articles dealing with Radi-aid

SAIHs collection of media entities produced about the Radi-aid campaign. It is found at the link:
https://docs.google.com/document/d/1zogm615ZUC4M16S74_KzYkEpe6ZkIcyWSIjFGLu4iAU/edit
1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. 20. 21. 22. 23. 24. 25. 26. 27. 28. 29. 30. 31. 32. 33. 34. 35. 36. 37. 38. 39. 40. 41. 42. 43. 44. 45. 46. 47. 48. 49.
Viral Video of the Week | Africa For Norway | The Good Web Guide Humanitarian Relations: Emotion and the Limits of Critique | David Jefferes John's Labour blog: Africa For Norway - New charity single out now! Africa for Norway: la campaa pardica que busca mejorar la imagen de fric Anja Bakken Rijse to speak at TEDxMnster | TEDxMnster Africa for Norway a social media viral success storySocial Media for Deve 40 Years of New Internationalist: An interactive timeline Africa for Norway: la campaa pardica que busca mejorar la imagen de fric Payback Time: Africa For Norway | BROTHA WOLF lo que miras y no ves: Africa for Norway... D E C E P T O L O G Y: Africans unite! Save the freezing Norwegians! Kyh ei ole karhu | Kepa.fi Chi parla per gli africani? Dying of the cold: a very British disease Spectator Blogs Its the cold, not global warming, that we should be worried about - Telegr Fortalte den andre historien - Aktuelt - Kommunikasjon.no Sindre Olav Edland - Gryt | TEDx Barcelona ChangeTEDx Barcelona Change Africa for Norway on BBC Newsday 18:03:2013 by Sindre Olav Edland-Gryt on S BBC - World Service Newsday - 18/03/2013 David Girling: Can Ricky Gervais's Irony Save the World? Carnet 7 : Georges et la Poverty porn | Projet Empreinte Kommentar: Danmarksindsamlingen er nationalt hykleri RSON Contra los estereotipos: leccin de humildad | United Explanations KNOWING WAS NEVER GOING TO BE ENOUGH: What is the actual legacy of Kony -2 Development Today | The starving child. Unwanted logo of Africa #Firstworldproblems: The Problem With First World... | Stuff.co.nz Africa for Norway: Quand lAfrique se rvolte contre les clichs | "C Africa for Norway (EDUC514) - YouTube La congelaci tamb mata - Ara.cat Africains, donnez vos radiateurs aux pauvres Norvgiens qui ont froid! (vid Africa for Norway ou l'action africaine pour aider la NorvgeMusique Star Africa For Norway : une fausse campagne humanitaire brocardant le paternali Radi-Aid: Mock Africa for Norway campaign parodies fundraisers | Toronto Africa For Norway: Radi-Aid Viral Video Pokes Fun At Stereotypes Africa for Norway: spoof charity video asks Africans to donate radiators to TV5MONDE : actualites : Africains, donnez vos radiateurs aux pauvres Norvgiens qui ont froid! - In Africains, donnez vos radiateurs aux Norvgiens qui ont... - lavenir.net Africains, donnez vos radiateurs aux pauvres Norvgiens qui ont froid! (VID Watch This: Funny 'Radi-Aid' Charity Video Sends African Warmth to Norway New charity single: Africa for Norway | Georgia Straight Video Pokes Fun at African Aid Message Behind African Heaters For Norway Spoof : NPR 'African heat for cold Norway' video debunks myths | The New Age Online African heat for cold Norway video debunks myths | Sturvs Ghana African heat for cold Norway video debunks myths | GulfNews.com African heat for cold Norway video debunks myths - ModernGhana.com 'African heat for cold Norway' video debunks myths | Bangkok Post: news 'African heat for cold Norway' video debunks myths | Radio Netherlands Worl
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50. 51. 52. 53. 54. 55. 56. 57. 58. 59. 60. 61. 62. 63. 64. 65. 66. 67. 68. 69. 70. 71. 72. 73. 74. 75. 76. 77. 78. 79. 80. 81. 82. 83. 84. 85. 86. 87. 88. 89. 90. 91. 92. 93. 94. 95. 96. 97. 98. 99. 100. 101. 102. 103. 104. 105. 106. 107. 108. 109.
'African heat for cold Norway' video debunks myths - Yahoo! News South Afri Saudi Gazette - African heat for cold Norway video debunks myths News - African heat for cold Norway video debunks myths Les Africains invits donner leurs radiateurs aux Norvgiens - 7SUR7.be L'Afrique se mobilise pour aider la Norvge - Infos - Replay "Envoyez des radiateurs africains en Norvge !" - Afrik.com : l'a Les Africains offrent leurs radiateurs pour rchauffer la Norvge | MinuteB Le Tlgramme - Monde - Solidarit. L'Afrique vole au secours de la Norvge Quand les Africains donnent leurs vieux radiateurs aux Norvgiens - Norvge buzz une bonne cause: Africains, donnez vos radiateurs aux Norvgiens qui o Des Norvgiens ont froid, Africains, donnez vos radiateurs ! "Africa for Norway" : le clip norvgien qui casse les clichs sur Les Africains invits donner leurs radiateurs aux Norvgiens - 7SUR7.be Spoof video asks Africans to help freezing Norway | ArabNews Des radiateurs africains pour la Norvge? Une vido dmolit les clichs - I Africains, donnez vos radiateurs aux pauvres Norvgiens qui ont froid! - Le Radi-Aid, Africa for Norway cherche casser les strotypes sur lAfriqu Africa for Norway - Modern Wifestyle - I'm Katrin Bjrk. This is my blog ab Africa Rising | The Generation #Goedverhaal: Afrikanen hebben er genoeg van om het goede-doelwit te zijn Essie O. : Africa for Norway Africa For Norway - The Awesomer Media Source Africa: "Africa for Norway" Global Aid Spoof Goes Vi Saving the Savior: Africa for Norway - @TheSocyCinema 3 cool social media campaigns from Africa | Digital in the round There Might Be Starving People In Africa, But What About The Cold People In Radi-Aid: 3rd world aid for 1st world countries. @musobaidi Africa for Norway the tables have turned! | Solfant NRK.no nyheter, tv og radio fra Norge og hele verden 1,6 millioner har sett afrikanere samle inn radiatorer til Norge - Gjre og Non-profits who really understand humour when creating viral video campaign Non-profits who really understand humour when creating viral video campaign Ethiopian children and tablet computers [501822704] | The Africa Report.com Juste un peu d'eau pour faire des Ricor | Boz and Phiz Africa for Norway, video non profit dellanno AfroFocus 9 Non-Profits That Get Web Humor Radi-AID: Africa for Norway Christmas charity single - Opinion - This Is Af Africa for Norway Global Aid Spoof Goes Viral | NationofChange Africa for Norway video dell'anno - Affaritaliani.it Africa for Norway musica contro gli sterotipi | Spettacoli | www.avvenire Md Africa for Norway i Datolinjen by Orhan Gkcen on SoundCloud - Hear the Africa for Norway on Deutsche Welle talkshow "Agenda" 25.12.12 Africa for Norway: Radi-Aid campaign returns for Christmas - Truthloader Africa For Norway : Aljazeera Web Video Of The Week - YouTube South2North - Comedy: 'An agent for change' - YouTube RADI-AID: Africa for Norway The Way to Go? | Glokal Africans Join Together to Aid Frozen Norwegians | @ActonInstitute PowerBlog Radio 1 - Oddaje Do they know it's Christmas? Radi-Aid: Africa For Norway | The South Africa Muck Rack - Journalists comments on: Africa For Norway - New charity single Contra los estereotipos: leccin de humildad - Wiriko Psych: In New Charity Campaign, Africans Deliver Space Heaters to Freezing Development Today | Aid spoof video opts for gentle approach The power to construct discourse: Radi-Aid Africa for Norway Public Di Activist Communication: Radi-Aid Africa for Norway Campaign | rabble.ca Frostbite Kills (and so do stereotypes) | Third World Paradise Viral Video Alert: Africa For Norway (Now with Arabic Subtitles) 2famous.TV Afrika hilft Norwegen - oder so - ZDF heute journal - ZDFmediathek - ZDF Me Hjelp frysende nordmenn - vl.no Naudhjelp til Noreg vekkjer oppsikt | Framtida
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110. 111. 112. 113. 114. 115. 116. 117. 118. 119. 120. 121. 122. 123. 124. 125. 126. 127. 128. 129. 130. 131. 132. 133. 134. 135. 136. 137. 138. 139. 140. 141. 142. 143. 144. 145. 146. 147. 148. 149. 150. 151. 152. 153. 154. 155. 156. 157. 158. 159. 160. 161. 162. 163. 164. 165. 166. 167. 168. 169.
Budstikka.com Radiatorer til Norge Avisen Agder - lokalavis for Flekkefjord, Kvinesdal, Afrika Sumbangkan Radiator Untuk Norwegia Lewat Radi-Aid | Pikiran Rakyat O AFRIQUE Des radiateurs provenant de la chaude Afrique pour les pauvres vi Des radiateurs africains pour la Norvge? Une vido dmolit les clichs - L FRANCE Les maths signes " Nap " 24 Heures Actualit France Vido : des Africains prts aider la Norvge survivre l'hiver | Sur Le Vido du jour. Africa for Norway Une parodie exhorte les Africains aider la Norvge survivre l'hiver Its just as bad as poverty Africa for Norway spreads the warmth | Deve Africa for Norway | MacPhie Africa For Norway: Viral Video Pokes Fun At Stereotypes In Aid Efforts | Ne Africa For Norway: Radi-Aid Charity Single Urges Africans To Donate Your Ra Africa for Norway Challenges Perceptions of Africa Sociological Images Darujte Norm kamna, vyzv Afriany klip kritizujc stereotypy - Magazn - / Afrika samlar in element till frysande norrmn | Hbl.fi/kultur AFP: Africains, donnez vos radiateurs aux pauvres Norvgiens qui ont froid! Video: Afriania zbieraj raditory pre mrzncich Nrov - Svet - Webnoviny. GLUM PROAST? Africanii, invitai de un ONG s doneze radiatoare "sr Youtube-Hit: Afrika schickt Heizungen nach Norwegen | Nachrichten.at Hvorfor fattigdom? | Kristeligt Dagblad Norjalaisille lmppattereita Afrikasta? Kekselis parodia haastaa AfrikkaL'Africa per la Norvegia: il video per la raccolta di caloriferi The Top 10 Viral Charity Video Campaigns of 2012 Bumm.sk | Afrika raditorokat gyjt Norvginak - Radi-Aid Radi-Aid: Africans unite to make Norway less chilly - The Internaut - The L AFP: 'African heat for cold Norway' video debunks myths Leben in der digitalen Welt | Shift | DW.DE Ventana abierta al mundo digital | Enlaces | DW.DE The Radi-aids unexpected fame Save a Norwegian child today! Mail her your radiator | Global Envision Africa for Norway - News Collection - YouTube Nrk kulturnytt Bono, Geldof, SAIH, Kirkens Ndhjelp, Radi-Aid 2012-1203-074 Facteur Pub: Les bonnes intentions Africa for Norway Global Aid Spoof Goes Viral by Ayla Harbin YES! Magaz UPSSS! Afrika poziva za pomo hladni Norveki! (video) - TRAKOstil Stereotipi, obrnjeni na glavo: afriki radiatorji za mrzlo Norveko :: Prvi Have you seen the Africa for Norway video? - Global Business School Network 'Radi-Aid' Parody Urges Africans to Help Norway Survive the Winter | Adweek Africa For Norway: Watch This Hilarious Parody Of Poverty Porn | Co.Exist: Why poverty: Hvordan redde verden? - Fordypning Africa For Norway : une fausse campagne humanitaire brocardant le paternali Living in the Digital Age | Shift | DW.DE VIDEO - Cette campagne humoristique qui veut dtruire les clichs sur l'Afr Francesca Mitchell: When Good Causes Go Bad ynet" , ," - Et si l'Afrique apportait une aide humanitaire la Norvge? - rts.ch - inf "Africa for Norway" : quand l'Afrique aide les Norvgiens Menly "Africa for Norway" : le clip norvgien qui casse les clichs sur Africa for Norway : Des radiateurs pour la Norvge - Quai Baco - Le dc Africa for Norway : le We Are the World l'envers Des radiateurs africains pour la Norvge : Une vido dmolit les clichs Afrika hjlper Norge! | Kulturbloggen | SvD Radiatorbistand med atterhald - Ytring "Africa for Norway" - Was kommt danach? - Salzburger Nachrichten "Africa For Norway" Sends Up Strife-Soaked Charity Commercials | Sunny Africa helps out snowy Norway | Radio Netherlands Worldwide Africa for Norway: Parody video has a real message behind its purpose - Ind Twitter / AJEnglish: A Norwegian student group ...
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170. 171. 172. 173. 174. 175. 176. 177. 178. 179. 180. 181. 182. 183. 184. 185. 186. 187. 188. 189. 190. 191. 192. 193. 194. 195. 196. 197. 198. 199. 200. 201. 202. 203. 204. 205. 206. 207. 208. 209. 210. 211. 212. 213. 214. 215. 216. 217. 218. 219. 220. 221. 222. 223. 224. 225. 226. 227. 228. 229.
Des radiateurs africains pour la Norvge? Une vido dmolit les clichs - L Des radiateurs africains pour la Norvge? Une vido dmolit les clichs - A Stream Leads 29/11/2012 Mock campaign urges Africans to donate to Norway "Now it's Africa for Norway" | The Stream - Al Jazeera English frica exporta calor a Noruega en una campaa Africa para Noruega: el video que parodia a las campaas de solidaridad | Africa for Norway, la campaa para acabar con los estereotipos de ese conti Mer penger, mer penger, mer penger - Nye meninger Radiatorbistand? Nei takk - Aftenposten Africa For Norway: Viral Video Pokes Fun At Stereotypes In Aid Efforts : Th Are Africans donating radiators to needy Norwegians? [Video] Africa for Norway, Aid, and the Problem of Representation Culture and D Radiatorbistand? Nei takk Spoof African charity song becomes internet sensation - watch - Odd News Africa For Norway!, musique, StarAfrica.com Muzika.hr - Satira "Africa For Norway" oduevila YouTube Africa for Norway - Das verzerrte Bild Afrikas in den Medien detektor.fm VIDEO - "Africa for Norway" : le faux clip humanitaire qui fait v Video : Afrikaner sammeln Heizkrper fr frierende Norweger - Aktuelle Nach En hjelpende radiator - Aftenposten Radi-Aid | Dogooder Afrikanci se ujedinili zbog Norveke - Jutarnji TV MDR JUMP | ClipX | Afrika spendet Heizkrper fr Norwegen Radi-aid: The making of a viral video | World news | guardian.co.uk Startseite - ZDF Mediathek Suffering Africa media spoof wins over one million viewers | martinplaut h|e|gy: Africa for Norway | Raditorokkal Norvgirt Verdensbilder i endring: Radi-Aid og Why Poverty? - RORG-samarbeidet A Norwegian NGO Spoofs the Classic Call for Aid to Africa - NYTimes.com Radi-Aid: lAfrique se mobilise pour la Norvge | Le blogue Voyage Radiator-Aid: Norwegian aid organization spoofs charities that stereotype A Africa for Norway: The Interview Africa is a Country Good Design Africa For Norway: Spoof Charity Single Collecte mondiale de radiateurs | NOVAPLANET The politics of conflict(ing) narratives - Listening Post - Al Jazeera Engl Entwicklungshilfe: Afrika sammelt Heizkrper fr Norwegen :: Homepage - Nac "Africa for Norway" - Spendensammeln paradox! - SAIH: kress.de Tromsjente bak Youtube-hit -ht.no - nyheter, sport, kultur og konomi fra Tromsjente bak Youtube-hit -itromso Africa for Norway : d'o viennent les radiateurs ? | Radio Nederland Wereld Et si l'Afrique venait en aide la Norvge ? Bilder p tidslinjen Norsk Band Aid-parodi suksess p internett - TV 2 Nyhetene Afrika for Norge : Adil Khan Sopitas.com Africa por Noruega: Tu tambin puedes unirte a la causa por u Quand lAfrique envoie des radiateurs la Norvge | La-Croix.com Heizkrper fr Norwegen | hr3 | hr-online.de frica pela Noruega: Radi-Aid Brainstorm9 .Ru: Afrika rettet Norwegen! | acht9 MONDE ENTIER :: Norvge:Quand lAfrique envoie des radiateurs la Norvge Norsk sjlvironi om hjlpinsatser | Utrikes | SvD Africa for Norway, le faux clip caritatif qui dgomme les clichs Radi-Aid: Mock Africa for Norway campaign parodies fundraisers - thestar. Radi-Aid or the fight for questioning our ideas of Africa | FLOW MEDIA Vnder p bilden av Afrika - Nyheter | SVT.se L'Africa aiuta la Norvegia contro gli stereotipi della fame RUSSIA.RU () | Afrikadan Norvee yardm eli | Yeil Gazete
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Radiadores africanos contra el fro noruego - ABC.es Africains, donnez vos radiateurs aux pauvres Norvgiens - insolite - Direct "Africa for Norway" : quand lAfrique agit pour les Norvgiens qui meurent Africa For Norway videoklip THE INSIDER: When next you come across a Viking, hug it | Columnists | BDli Witziges Webvideo - Afrika sammelt Heizungen fr Norwegen - Internet - Bild Hjelpen er underveis | Morgenbladet The sinister side of African Aid - Eureka Street Highlight om Africa for Norway | Radio24syv Memo "frica entera se moviliza para ayudar a Noruega contra el fro" Africa: Help us send radiators to Norway! - Salon.com Africa reaches out to 'cold Norwegians' in spoof video Radiator rap for charity - World - NZ Herald News Spoof video asks Africans to help freezing Norway | Capital Lifestyle Charity Radi-aid releases new single to help people of Norway. Or do they? Charity Radi-aid releases new single to help people of Norway. Or do they? Bizarre Video-Satire: Afrikaner sollen Heizkrper fr Norwegen spenden | Pa Africa For Norway: New charity single - Entertainment - NZ Herald Videos ''Africa for Norway'', la campagna una parodia - Video Repubblica - la Re LAfrique se mobilise pour secourir les norvgiens qui meurent de froid | M Schlusslicht: Afrikanische Heizungsspenden fr Norwegen | tagesschau.de Africa steps in to save the shivering Norwegian | Metro allAfrica.com: Africa: Why Are Africans for Norway? Africa For Norway: Watch This Hilarious Parody Of Poverty Porn: Scientific Now It's Africa for Norway: Say Yes to Radi-Aid | Common Dreams Daily Dot | Radi-Aid: Charity spoof asks Africa to send radiators to Norway Le clip Norvgien qui casse les clichs sur lAfrique - Paperblog Africa for Norway: le "We are the World" de l'Afrique | YOUPHIL Stira apela a africanos para ajudarem noruegueses (COM VDEO) - ltima Hor Internazionale LAfrica aiuta i poveri norvegesi La campagna di beneficenza africana per inviare termosifoni in Norvegia | I Afrika za Norveku: Radijatori za promrzle maliane - Vijesti online Africk charita troub na poplach: Norov mrznou, darujte jim raditor! R Radi-Aid: dona tu radiador a un noruego 140 y ms Videoaufruf an Afrikaner: Spendet Heizungen fr Norweger! - Gesellschaft Et si l'Afrique aidait les Norvgiens avoir moins froid (VIDEO) | Slate A ANDPOP "Africa For Norway" Christmas charity single RADI-AID - Denne ses p nytt hvert sekund - Side3 Twitter / rikkeskovbakke: We're having fun with #RadiAid ... Quand lAfrique lance un programme daide pour la Norvge - Insolite - Actu Des radiateurs africains pour que les pauvres Norvgiens ne meurent pas de 'Africans donate radiators to Norway' | Orange UK http://feedproxy.google.com/~r/kress/SXms/~3/OmHwfbXL_ls/119007-video-des-t Twitter / YouTubeTrends: #Trending: Africa For Norway ... Why are Africans for Norway? | Radio Netherlands Worldwide B92 - ivot - Vesti - Kad Afrikanci greju Norveane... Spoof video asks Africans to help freezing Norway | The New Age Online Radiatorhjelpen - Nye meninger (1) Bilder p tidslinjen "Africa for Norway" : le clip norvgien qui casse les clichs sur Giv en radiator til frysende Norge Spoof African 'charity song' urges people to donate radiators to Norway - T "Hjlp Norge med element" - P3 Nyheter NRK TV - Urix - 21.11.2012 Md Africa for Norway i Datolinjen by Orhan Gkcen on SoundCloud - Create, Radi-Aid: Now its Africa for Norway | New Gloriana The 10 most talked about viral videos from the past seven days 'Save Africa' parody video 'Charity' video asks Africans to help Norway - Truthloader - YouTube Radi-Aid for bedre bistand - Hedmark og Oppland - NRK Nyheter
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290. 291. 292. 293. 294. 295. 296. 297. 298. 299. 300. 301. 302. 303. 304. 305. 306. 307. 308. 309. 310. 311. 312. 313. 314. 315. 316. 317. 318. 319. 320. 321. 322. 323. 324. 325.
BBC World Service - The Strand, Africa for Norway "Afrika fr Norwegen": Satire-Video persifliert Afrikabild des We NRK TV - Morgennytt - 21.11.2012 LiveLeak.com - Africa for Norway, They decide to do something back. Watch the video - Yahoo! Maktoob Africa for Norway - Radi-Aid - Official Video - Rickey.org Video: Spoof charity Radi-Aid releases campaign video urging Africans to do Verden ser norsk Band Aid-parodi - Dagsavisen Sk sttte til en slager du ogs! - norad.no Twitter / francediplo: A voir, la dernire campagne ... NRK TV - Se TV direkte - NRK1 Multiplizierter Frost und Lego - Kultur - jetzt.de Afrika spendet Heizungen fr Norwegen Strombo | Africa For Norway: Spoof Charity Video Asks Africans To Donate Ra Afrika in actie voor Noorwegen | Spitsnieuws dumpert.nl - Africa For Norway Spoof fundraiser sees Africans help Norway - FRANCE 24 Charit : des Africains se mobilisent pour les Norvgiens | Une Zapnet Rue8 dr.dk - Nyheder - VIDEO: Afrika samler ind til frysende nordmnd Africa for Norway: raising money in Africa to help poor Norwegians struggle Africa for Norway, Radi-Aid Spoof Charity to Send Radiators to Norway Afrikanen in actie voor arme Noren in de vrieskou :: nrc.nl Twitter / ONECampaign: The funniest thing we've seen ... Twitter / bill_easterly: Africans make deeply moving ... Radi-Aid: Africans Urged To Unite And Donate Radiators To Freezing Norwegia Positive avvik -en dr.grad: Afrika - er det mulig se kontinentet fra et a 'Africa for Norway' spoof charity single satirizes African stereotypes (VID Radi-Aid: Afrika er ikke et land | Morten Myksvoll Afrika vil hjelpe Norge - Dagsavisen BBC News - Norway aid video challenges Africa's image Norsk studentvideo om ndhjelp til Norge gr verden rundt - Aftenposten SAIH ROLLS OUT 'AFRICA FOR NORWAY' RADI-AID CAMPAIGN - South African Media Afrikanen helpen Noren de winter door - NOS op 3 N lager Afrika innsamlingsaksjon for stakkars Norge - nyheter - Dagblade Twitter / BoingBoing: Africa for Norway: raising ... Stars and oxygen Fock. King. Hilarious video: Africans unite to...
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Amundsen, I., 1993. Afropessimism. A response from below?. I: A. Ofstad & A. Wiig, red. Development Theory: Recent Trends Proceedings of the NFU Annua! Conference 1992. Bergen, Norway: Chr. Michelsen Institute, pp. 135-154. Arnfred, S. & Utas, M., 2007. Re-thinking Africa: A Contribution to the Swedish Government White Paper on Africa. 1st red. Uppsala: The Nordic Africa Institute. Barthal, D., 2008. Ghana rallies to help Sweden. [Online] Available at: http://www.thelocal.se/20080924/14546 [Senest hentet eller vist den 4 December 2013]. Borchgrevink, A., 2004. Images of Norwegian Aid. Forum for Development Studies , 31(1), pp. 161-181. Baaz, M. E., 2001. IntroductionAfrican Identity and the Postcolonial. I: M. E. Baaz & M. Palmberg, red. SAME AND OTHER: Negotiating African Identity in Cultural Production. Stockholm: Nordiska Afrikainsitutet, pp. 5-23. Carter, D., 2012. SAIH rolls out 'Africa For Norway' Radi-Aid campaign. [Online] Available at: http://www.ikindmedia.com/blog/saih-rolls-out-africa-for-norway-radi-aid-campaign.html [Senest hentet eller vist den 4 January 2014]. Chambers, D., Johnson, R. & Tincknell, E., 2004. Practice of Cultural Studies : A Guide to the Practice and Politics of Cultural Studies. 1st red. London: SAGE Publications. Chandler, C., 2012. Radi-aid: The making of a viral video. [Online] Available at: http://www.theguardian.com/world/2012/nov/26/radiaid-norway-charity-single [Senest hentet eller vist den 2 December 2013]. de Bbri, B. E. & Louw, P. E., 2011. Afropessimism: a genealogy of discourse. Critical Arts: South-North Cultural and Media Studies, 25(3), p. 335346. Dolinar, M. & Sitar, P., 2013. THE USE OF STEREOTYPICAL IMAGES OF AFRICA IN FUNDRAISING CAMPAIGNS. European Scientific Journal, 9(11), pp. 20-32. Dovelopment Today, 2012. Aid spoof video opts for gentle approach. [Online] Available at: http://www.development-today.com/magazine/2012/dt_14-
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How To Confront Afro-Pessimism: A Case Study of The Africa For Norway Campaign

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A confrontation of Afro-pessimism: A case study of Africa for Norway: Radi-Aid A project in Cultural Globalization

International Studies and English Language, 4th sem.,AAU

STANDARD FRONTPAGEFOREXAMINATION PAPERS

A confrontation of Afro-pessimism: A case study of Africa for Norway: Radi-Aid

A confrontation of Afro-pessimism: A case study of Africa for Norway: Radi-Aid

A confrontation of Afro-pessimism: A case study of Africa for Norway: Radi-Aid

An anecdote from Zimbabwe

A confrontation of Afro-pessimism: A case study of Africa for Norway: Radi-Aid

A confrontation of Afro-pessimism: A case study of Africa for Norway: Radi-Aid

A confrontation of Afro-pessimism: A case study of Africa for Norway: Radi-Aid

A confrontation of Afro-pessimism: A case study of Africa for Norway: Radi-Aid

A confrontation of Afro-pessimism: A case study of Africa for Norway: Radi-Aid

A confrontation of Afro-pessimism: A case study of Africa for Norway: Radi-Aid

Illustration 1(de Bbri & Louw, 2011, p. 336)

A confrontation of Afro-pessimism: A case study of Africa for Norway: Radi-Aid

The Norwegian missionaries

Norwegian do-gooder regime

A confrontation of Afro-pessimism: A case study of Africa for Norway: Radi-Aid

Africa Barometer A Norwegian Survey

A confrontation of Afro-pessimism: A case study of Africa for Norway: Radi-Aid

A confrontation of Afro-pessimism: A case study of Africa for Norway: Radi-Aid

http://saih.no/Bloggers_United/Tidligere_kampanjer/1999_00__V__rt_bilde_av_S__r/index.html http://saih.no/Bloggers_United/Tidligere_kampanjer/2007__V__rt_bilde_av_S__r/index.html 6 http://saih.no/Tema/V__rt_bilde_av_S__r/index.html

A confrontation of Afro-pessimism: A case study of Africa for Norway: Radi-Aid

A confrontation of Afro-pessimism: A case study of Africa for Norway: Radi-Aid

A confrontation of Afro-pessimism: A case study of Africa for Norway: Radi-Aid

Visit campaign website and watch the video at: http://www.pimpmyaid.org/

A confrontation of Afro-pessimism: A case study of Africa for Norway: Radi-Aid

Africa for Norway New Charity Single out Now!

A confrontation of Afro-pessimism: A case study of Africa for Norway: Radi-Aid

A confrontation of Afro-pessimism: A case study of Africa for Norway: Radi-Aid

A confrontation of Afro-pessimism: A case study of Africa for Norway: Radi-Aid

A confrontation of Afro-pessimism: A case study of Africa for Norway: Radi-Aid

A confrontation of Afro-pessimism: A case study of Africa for Norway: Radi-Aid

SAIHs response to reactions

A confrontation of Afro-pessimism: A case study of Africa for Norway: Radi-Aid

A confrontation of Afro-pessimism: A case study of Africa for Norway: Radi-Aid

A confrontation of Afro-pessimism: A case study of Africa for Norway: Radi-Aid

A confrontation of Afro-pessimism: A case study of Africa for Norway: Radi-Aid

Appendix 1: Why Africa for Norway and What do we want

Illustration 2 Cutting from http://www.africafornorway.no/why

A confrontation of Afro-pessimism: A case study of Africa for Norway: Radi-Aid

Appendix 2: Africa Barometer

Illustration 3(Opinion, 2011, p. 9)

Illustration 4(Opinion, 2011, p. 24)

A confrontation of Afro-pessimism: A case study of Africa for Norway: Radi-Aid

Illustration 5(Opinion, 2011, p. 25)

Illustration 6(Opinion, 2011, p. 26)

A confrontation of Afro-pessimism: A case study of Africa for Norway: Radi-Aid

Illustration 7(Opinion, 2011, p. 27)

A confrontation of Afro-pessimism: A case study of Africa for Norway: Radi-Aid

Africa for Norway

A confrontation of Afro-pessimism: A case study of Africa for Norway: Radi-Aid

A confrontation of Afro-pessimism: A case study of Africa for Norway: Radi-Aid

Appendix 4: Collection of online articles dealing with Radi-aid

A confrontation of Afro-pessimism: A case study of Africa for Norway: Radi-Aid

A confrontation of Afro-pessimism: A case study of Africa for Norway: Radi-Aid

A confrontation of Afro-pessimism: A case study of Africa for Norway: Radi-Aid

A confrontation of Afro-pessimism: A case study of Africa for Norway: Radi-Aid

A confrontation of Afro-pessimism: A case study of Africa for Norway: Radi-Aid

A confrontation of Afro-pessimism: A case study of Africa for Norway: Radi-Aid

A confrontation of Afro-pessimism: A case study of Africa for Norway: Radi-Aid

A confrontation of Afro-pessimism: A case study of Africa for Norway: Radi-Aid

A confrontation of Afro-pessimism: A case study of Africa for Norway: Radi-Aid

http://saih.no/Bloggers_United/Tidligere_kampanjer/1999_00Vrt_bilde_av_S__r/index.html http://saih.no/Bloggers_United/Tidligere_kampanjer/2007Vrt_bilde_av_Sr/index.html 6 http://saih.no/Tema/Vrt_bilde_av_S__r/index.html