Brands, markets and charitable ethics: MTVs EXIT campaign

Arthurs, Jane ORCID logoORCID: (2009) Brands, markets and charitable ethics: MTVs EXIT campaign. Participations: Journal of Audience and Reception Studies, 6 (2) . pp. 301-319. ISSN 1749-8716 [Article]

PDF - Published version (with publisher's formatting)
Download (239kB) | Preview


This case study of MTV’s EXIT campaign to raise awareness about the trafficking of women highlights the difficulties faced by charitable organisations when using audience research to evaluate the effectiveness of their media campaigns. If they were to follow the advice to connect with audiences whose ethical and political commitments have been shaped within a media saturated, capitalist culture, they risk reinforcing the positioning of women’s bodies as consumable products in a pleasure-oriented service economy and further normalisation of the practices the campaigners are seeking to prevent. To be effective in the longer term charities require an ethical approach to media campaigns that recognises their political dimension and the shift in values required. The short term emotional impact on audiences needs to be weighed against these larger ethical and political considerations to avoid the resulting films becoming too individualistic and parochial, a mirror image of their audience’s ‘unreconstructed’ selves.

Item Type: Article
Research Areas: A. > School of Media and Performing Arts > Media
Item ID: 12689
Useful Links:
Depositing User: Users 3197 not found.
Date Deposited: 19 Nov 2013 14:18
Last Modified: 07 Jun 2022 05:34

Actions (login required)

View Item View Item


Activity Overview
6 month trend
6 month trend

Additional statistics are available via IRStats2.