"Meine Reise in die Slums von Bangladesch“ heißt ein Video, das Julien Bam im Mai 2019 auf Youtube veröffentlicht. Julien Bam ist mit mehr als fünf Millionen Followern einer der erfolgreichsten deutschen Influencer. Seine aufwändig produzierten Clips sind meist laut und albern, er singt und ta
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nzt, parodiert Musikhits. Auf dem Video aus Bangladesch schlägt der 31-Jährige leisere Töne an. Er reist durchs Land, trifft Menschen, die mit Armut und den Folgen des Klimawandels zu kämpfen haben, und denkt darüber nach, was all das mit ihm zu tun hat. Mehr als 1,9 Millionen Aufrufe zählt das Video auf Youtube. Viel Aufmerksamkeit für das Kinderhilfswerk Unicef, dessen Projekte Bam in Bangladesch besucht hat. „Das Feedback war toll“, sagt Daniel Debray, der bei Unicef für Influencer-Kooperationen zuständig ist. „Es gab 16.000 Kommentare auf Youtube und wir haben durch die Aktion 90.000 Euro an Spenden eingenommen.“ Vor allem hat Unicef eine begehrte Zielgruppe erreicht: junge Menschen, die sich eher über Youtube oder Instagram informieren als über klassische Medien. Taugt das als Vorbild für andere Hilfsorganisationen, die nach Wegen suchen, das Interesse Jugendlicher und junger Erwachsener an entwicklungspolitischen Themen zu wecken? Dieser Frage gingen Fachleute Mitte November bei einer Veranstaltung der Filmtage Globale Perspektiven an der Evangelischen Akademie Frankfurt nach." (Einleitung)
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"Celebrity endorsements are often sought to influence public opinion. We ask whether celebrity endorsement per se has an effect beyond the fact that their statements are seen by many, and whether on net their statements actually lead people to change their beliefs. To do so, we conducted a nationwid
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e Twitter experiment in Indonesia with 46 high-profile celebrities and organizations, with a total of 7.8 million followers, who agreed to let us randomly tweet or retweet content promoting immunization from their accounts. Our design exploits the structure of what information is passed on along a retweet chain on Twitter to parse reach versus endorsement effects. Endorsements matter: tweets that users can identify as being originated by a celebrity are far more likely to be liked or retweeted by users than similar tweets seen by the same users but without the celebrities' imprimatur. By contrast, explicitly citing sources in the tweets actually reduces diffusion. By randomizing which celebrities tweeted when, we find suggestive evidence that overall exposure to the campaign may influence beliefs about vaccination and knowledge of immunization-seeking behavior by one's network. Taken together, the findings suggest an important role for celebrity endorsement." (Abstract)
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"Celebrities champion global development, bringing public visibility to poverty while spotlighting neoliberal strategies as heroic adventures. The wealthy few are applauded for their noble gestures toward helping the projected grateful beneficiaries. These narratives of individual sacrifice and bene
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fit draw attention away from more complex and contextual issues of inequity and injustice. Issues of global development are of serious concern, with an increasing gap between the wealthy and the poor, impending environmental consequences to human industry, and enduring concerns with human rights. In efforts toward resolution, global development schemes require massive financial capital, steered toward strategic social change, applauded by audiences of celebrities glamourizing development processes. Following a brief articulation of global development as an industry, I turn to the roles of celebrities within this landscape, considering their characterization in narratives that position sanctified heroes as rescuing romanticized victims at the mercy of depoliticized villains. I conclude with concerns over the implications for engagement in global development." (Page 128)
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"'Half the Sky' is an ambitious humanitarian documentary about the global crises in gender discrimination. Based on Nicholas Kristof and Sheryl WuDunn's book (Kristof and WuDunn 2010), the nearly four-hour documentary visits six countries to explore six issues: gender-based violence in Sierra Leone,
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sex trafficking in Cambodia, education in Vietnam, female genital mutilation in Somaliland, intergenerational prostitution in India, and economic empowerment in Kenya. Heather McIntosh explores the role of celebrity in telling these stories. Six American actresses, each of whom visits a country, meet local activists and survivors, and leam about the situation. Drawing on scholarship about documentary representation and celebrity, McIntosh engages critical perspectives that charge that the appearance of notable personalities simplifies complex issues, and overshadows survivors' voices. She evaluates the success of 'Half the Sky' and the film's attempt to cast celebrities as moral agents helping viewers emotionally connect to the issues and the people involved. Ultimately, she questions the film's ability to overcome the tensions between suffering and poverty, and glamour and Western privilege." (Introduction to part 7, page 380-381)
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"Taking the participation in social and humanitarian campaigns of TV host and social entrepreneur Luciano Huck as a case in point, this chapter investigates how new models of celebrity civic engagement are becoming increasingly popular in Brazil. Huck belongs to a growing group of Brazilian celebrit
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ies who combine the support for social causes with private economic interests. Just like Angelina Jolie, Bono Vox, and George Clooney, Huck is frequently promoting humanitarian and environmental campaigns aiming at some of the most challenging problems facing society. The eradication of hunger in poor regions, support for actions to protect the environment, and the lessening of natural disasters are some of the most recurrent examples of civic engagement by celebrities. However, for Huck, these issues should be tackled with the assistance of the private sector. He is a champion of social entrepreneurship. His profiles on Facebook, Twitter, and Instagram are frequently used to give visibility to companies that partner with his philanthropic projects." (Page 397)
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"This book examines what the diverse roster of celebrity humanitarians are actually doing in and across North and South contexts. Celebrity humanitarianism is an effective lens for viewing the multiple and diverse relationships that constitute the links between North and South. New empirical finding
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s on celebrity humanitarianism on the ground in Thailand, Malawi, Bangladesh, South Africa, China, Haiti, Congo, US, Denmark and Australia illustrate the impact of celebrity humanitarianism in the Global South and celebritization, participation and democratization in the donor North. By investigating one of the most mediatized and distant representations of humanitarianism (the celebrity intervention) from a perspective of contextualization, the book underscores the importance of context in international development." (Publisher description)
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"How effective are celebrities, not just in helping to draw attention to distant suffering, but in actually regulating spectators’ mediated experiences of the lives of distant strangers? What function does the perceived authenticity of a celebrity play in their role as mediator? This article seeks
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to address such questions by analysing the results of an audience study involving two phases of focus groups separated by a two-month diary study. The results show that celebrities certainly help to shape our mediated experiences of distant suffering – but not always in the ways and to the extent we might expect. What is clear is that celebrities are generally ineffective in cultivating a cosmopolitan engagement with distant suffering." (Abstract)
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"[This book] examines the work of celebrity advocacy and lobbying in international development. Its purpose is to understand the alliances resulting, their history, consequences, wider contexts and implications. It argues that celebrity advocacy signals a new aspect of elite rule. For populist celeb
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rity advocacy can mark, ironically, a disengagement between the public and politics, and particularly the public and civil society. Recognising this poses new challenges, but also presents new opportunities, for the development movement." (Publisher description)
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"Celebrities now regularly engage with human trafficking policy and practice. A “sexy” topic, human trafficking is not only susceptible to alluring, fetishistic, and voyeuristic narratives, but plays into the celebrity-as-rescuer-of-the-victim ideal that receives a huge amount of attention from
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media and the public. As a result, many celebrities now characterize themselves as anti-trafficking activists, with their admiring public viewing their claims as expertise. This article looks at ways in which celebrities, people “known for [their] wellknownness” (Boorstin 1992), and celebrity culture influence legal and policy responses to human trafficking, critiquing simplified, appeal-to-the-masses (and -funders) approaches to human trafficking employed by those who pander to the public’s current obsession with celebrities." (Page 2)
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