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

Adewoye, D., Mendy, J, Oruh, E., Mordi, C., Egwuonwu, A. and Otubanjo, T. 2023. Africapitalism: The marketisation of philanthrocapitalism and neoliberalism in African entrepreneurial philanthropy. Marketing Theory. 23 (4), pp. 685-708. https://doi.org/10.1177/14705931231190954

TitleAfricapitalism: The marketisation of philanthrocapitalism and neoliberalism in African entrepreneurial philanthropy
TypeJournal article
AuthorsAdewoye, D., Mendy, J, Oruh, E., Mordi, C., Egwuonwu, A. and Otubanjo, T.
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

KeywordsAfricapitalism
philanthrocapitalism
marketisation
neoliberalism
ideology
Africa
JournalMarketing Theory
Journal citation23 (4), pp. 685-708
ISSN1470-5931
1741-301X
Year2023
PublisherSage
Publisher's version
License
CC BY 4.0
File Access Level
Open (open metadata and files)
Digital Object Identifier (DOI)https://doi.org/10.1177/14705931231190954
Publication dates
Published online26 Jul 2023

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