Doing good or doing nothing? Celebrity, media and philanthropy in China
Doing good or doing nothing? Celebrity, media and philanthropy in China
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做好事还是什么都不做？
DOI：
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发表时间：
2015
期刊：
影响因子：
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通讯作者：
E. Jeffreys
中科院分区：
文献类型：
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作者：
Jonathan Hassid;E. Jeffreys
基于对91家名人代言的中国慈善机构的统计分析，本文对名人参与非营利组织会吸引媒体广泛报道的流行假设提出了质疑。虽然中国是世界上最大的媒体市场，但以往对名人慈善事业的研究几乎都是在西方背景下进行的。这类研究热情洋溢地支持和反对名人在吸引人们对人道主义事业的关注方面发挥的作用，重点关注西方名人、公司和消费者作为发展中国家人民必不可少的或有问题的推动者和援助提供者的活动。我们表明--至少在中国身上--这场辩论的大部分内容都被夸大了。我们提供的不是支持或反对名人慈善事业的争论，而是提供的统计结果表明，名人代言对媒体对慈善机构的报道影响很小。
Based on a statistical analysis of 91 celebrity-endorsed charities in the People’s Republic of China, this paper challenges the popular assumption that celebrity involvement with not-for-profit organisations attracts extensive media coverage. Although China is the largest media market in the world, previous studies of celebrity philanthropy have been conducted almost exclusively in a Western context. Such studies argue passionately for and against the role that celebrities can play in attracting attention to humanitarian causes, focusing on the activities of Western celebrities, corporations and consumers as essential or problematic promoters and providers of aid to people in developing countries. We show that – in China, at least – most of this debate is overblown. Rather than arguing in favour of or against celebrity philanthropy, we provide statistical results suggesting that celebrity endorsement has very little impact on press coverage of charities.