Celebrity humanitarianism- does it really matter?

Over the past couple of decades, we have witnessed the rise of ‘celebrity’ forms of global humanitarianism and charity work promoted by entertainment stars, billionaires or activist NGOs (e.g. Bob Geldof, Bono, Angelina Jolie, Madonna, George Soros, Save Darfur, Medeçins Sans Frontières). It is therefore fair to say that this has become a form of public diplomacy in itself, using the power of fame to raise awareness.

madonna-angelina-jolie — Madonna and Angelina Jolie in various humanitarian campaigns

While countless pictures of celebrities holding starving children is being sold to the Western societies as an image of a somewhat laudable heroism, criticism of such works has risen. Critics argue that all too often, these campaigns are not about the welfare of the people they claim to be helping but act as a means for celebrities to promote their own brand to their audiences back home by publicly displaying their humanity.

Celebrity humanitarian work has a rather long history and undoubtedly raised question on its importance. Surely for most of these initiatives one can say that they have contributed with something positive to the well-being of those affected by such generosity. They have also shed light on the problems that most of the times get ignored by politicians and thus brought international attention to them. However, many academics such as York University in Canada environmental studies professor Ilan Kapoor argue that their humanitarian work is most certainly contaminated and ideological as they are entrenched in the global capitalist ways.

“We can sit back and relax while the humanitarian spectacle unfolds before our eyes, bombarding us with images, messages, and products to be consumed and savoured,” writes Prof. Kapoor. To Kapoor, the tendencies of celebrity humanitarianism mainly leave behind nothing more than a handful of selfies, a rather awkward encounter between those who matter and those who don’t and the greater exposure of poor states ( such as those in Africa) against the glamour offered by the West. Celebrity display therefore does little to successfully address the matter but more to perpetuate the discrepancy between ideologies and cultures.

Much like in the process of choosing political candidates, the potential for opinion leaders such as celebrities to shape public opinion is great. In a society in which social media became a vital means of communication for the majority of us and where news travel across the globe with the speed of sound, the ability of controlling or filtering information is more and more desirable. After all, who would not want Bono or Angelina Jolie indirectly helping to shape up America’s image of fairness and generosity? In all fairness however, celebrity humanitarianism remains a substantial although not essential ally in fighting poverty, gender and cultural inequality. Our obsession with celebrity culture means those involved in aid work often provide the public with a window into the world of developing countries.