Ribbon Culture explores the history, meaning, and sociological implications of the popular practice of 'showing awareness'. The book suggests that we see the rise of awareness campaigns in terms of a growing interest in personal displays of compassion in a cultural climate where empathy has become a by-word for authenticity. Not only this, but Ribbon Culture highlights charities' use of slick awareness campaigns to 'reach' their target-audience and explores the repercussions of the transformation of charity into a commercial enterprise.

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