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Commodification of humanitarian sentiments in celebrity endorsements: a case study of Africa

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dc.contributor.author El Samadoni, Shahinaz Hesham
dc.contributor.author Jiménez-Morales, Mònika
dc.date.accessioned 2024-07-02T08:25:12Z
dc.date.available 2024-07-02T08:25:12Z
dc.date.issued 2022
dc.identifier.citation El Samadoni SH, Jiménez-Morales M. Commodification of humanitarian sentiments in celebrity endorsements: a case study of Africa. Insights into Language, Culture and Communication. 2022 Oct 11;2(2):97. DOI: 10.21622/ilcc.2022.02.2.097
dc.identifier.issn 2812-4901
dc.identifier.uri http://hdl.handle.net/10230/60645
dc.description.abstract The relationship between humanitarian campaigns and celebrity industry is complex and debatable. The pervasiveness of celebrity led campaigns has recently become a prominent issue in the non-profit sector. Celebrities are increasingly viewed as powerful actors in international politics, particularly in altering North-South relations. Celebrities’ great exposure and various humanitarian initiatives have become widely discussed subjects in popular media. The current study is concerned with the mediation of distant Others who are suffering in Africa, and how Western celebrity endorsement through humanitarian sentiments influences this mediation experience. Within this framework, the concept of “mediation” is a coined process. First, by overcoming the distance in communication between the distant Others and the spectators, or in other words between those in front of and those behind media screens. Second, by passing through the medium. The study relies on a qualitative method approach of detailed content analysis. Appraisal framework has been used in the current study to analyze the verbal/visual resources of the feature humanitarian articles of the 15 selected celebrities. In this respect, a total of 51 headlines, 28 leads and body paragraphs and 30 images have been analyzed. The analysis uncovers how the articles depict the efforts of the Western celebrities along with shaping the image of the sufferers. It is found that the celebrities are evaluated positively, while the sufferers and Africa are evaluated negatively on the verbal and visual levels.
dc.format.mimetype application/pdf
dc.language.iso eng
dc.publisher Academy Publishing Center (APC)
dc.relation.ispartof Insights into Language, Culture and Communication. 2022 Oct 11;2(2):97
dc.rights Copyright (c) 2024 Shahinaz Hesham El Samadoni, Monika Jiménez-Morales. This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
dc.rights.uri http://creativecommons.org/licenses/by-nc/4.0/
dc.title Commodification of humanitarian sentiments in celebrity endorsements: a case study of Africa
dc.type info:eu-repo/semantics/article
dc.identifier.doi http://dx.doi.org/10.21622/ilcc.2022.02.2.097
dc.subject.keyword Celebrity diplomacy
dc.subject.keyword Public relations
dc.subject.keyword Mediation
dc.subject.keyword Distant others
dc.subject.keyword Suffering humanitarian sentiments
dc.rights.accessRights info:eu-repo/semantics/openAccess
dc.type.version info:eu-repo/semantics/publishedVersion

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