The role of celebrity in endorsing poverty reduction through international aid
The role of celebrity in endorsing poverty reduction through international aid
复制标题
名人在支持国际援助减贫方面的作用
DOI：
10.1002/nvsm.339
复制
发表时间：
2009
影响因子：
--
通讯作者：
M. Maclachlan
中科院分区：
文献类型：
--
作者：
E. Samman;E. M. Auliffe;M. Maclachlan
11了解公众的看法对于寻求利用名人来推进其事业的国际组织来说显然十分重要。本文报道的结果进行了初步调查，100名成员的爱尔兰公众，以评估知名人士参与国际发展工作的认识水平和公众的意见，这种参与。调查工具是半结构化的，有一些开放式问题。调查的重点是答卷人能否确定与这类工作有关的名人，并就这些名人的预期目标、对国际发展的了解以及对答卷人的影响征求他们的意见。它还要求对名人参与的价值提出更普遍的意见。结果表明，受访者通常能够区分名人和他们的各种原因。大多数人认为他们的参与对提高慈善机构的形象很有价值，尽管只有少数人声称受到这种活动的个人影响。受访者对大多数名人的动机相当怀疑，他们认为名人的参与首先是为了他们自己的目的，即宣传。
大多数受访者更有可能受到他们对名人性格的看法的影响，而不是他们的原因。他们尊重他们认为真正致力于他们所拥护的事业的名人，但矛盾的是，他们认为这种承诺最好通过名人保持低调和不积极寻求宣传来证明。对某一事业的长期承诺也受到高度重视。本研究以社会说服理论为基础，探讨名人参与慈善活动时所面临的困境。需要更多的研究来证实和进一步发展我们的发现。
版权所有©2009约翰威利父子有限公司。
‘Celebrity endorsement’ is a strategy that is gathering increasing momentum in attempts to develop public awareness of the plight of the poor.11 Understanding of public perceptions is clearly important for international organizations seeking to make use of celebrity in furthering their causes. This paper reports the results of a preliminary survey conducted among 100 members of the Irish public to evaluate levels of awareness of celebrity involvement in international development work and the public's opinions about such involvement. The survey instrument was semi-structured with some open-ended questions. The focus was on respondents' ability to identify celebrities associated with such work, and to elicit their opinions on those celebrities' perceived aims, knowledge of international development, and influence upon the respondent. It also requested opinions of the value of celebrity involvement more generally. The results suggest that respondents are generally able to distinguish between celebrities and their various causes. Most found their involvement to be valuable in raising the profile of charities, though only a small number claimed to be personally influenced by such activity. The respondents were fairly cynical as to the motives of most celebrities, whose involvement they felt served their own aims—namely publicity—first and foremost.
Most respondents were more likely to be influenced by their perceptions of the character of the celebrity rather than their causes. They respected celebrities they felt were genuinely committed to the causes they espoused, but paradoxically, they felt such commitment was best demonstrated by the celebrity keeping a low profile and not actively seeking publicity. Long-term commitment to a given cause was also highly regarded. The results are discussed with regard to theories of social persuasion and the dilemma's facing celebrities who get involve in endorsement of charity aid or campaigns. More research is necessary to substantiate and further develop our findings.
Copyright ©2009 John Wiley & Sons, Ltd.