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Celebrity Advocacy In Angelina Jolie

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Celebrity advocacy: a communicative strategy that humanitarian organisations should consider, despite its several flaws. Angelina Jolie is not only one of the most famous actresses worldwide: due to her constant commitment, she also established herself as an icon of the humanitarian field (Chouliaraki, 2012, p. 10). In fact, from 2001 to 2012, Jolie held the position of Goodwill Ambassador for United Nations High Commissioner For Refugees (UNHCR) and recently she has been appointed Special Envoy for the UN refugee agency . In the same vein as UNHCR, many humanitarian organisations - for example UNICEF, Amnesty International and Oxfam (Brockington & Henson, 2015, p. 433) - have decided to adopt “celebrity advocates” in order to garner greater …show more content…

Although there are authors who strongly condemn it - for example, Yrjölä and Kapoor (Kapoor, 2012; Yrjölä, 2009) - other scholars discuss celebrity advocacy with a more constructive approach (Cooper, 2008; Chouliaraki, 2012; Wilson, 2014). For example, it was found that the perceived expertise of celebrity advocates and their affinity to the cause are important factors when it comes to appointing the appropriate famous endorser (Jerslev, 2014; Wymer & Drollinger, 2015). In other words, Jerslev (2014, p. 176) suggests that, to avoid accusations of hypocrisy - which are certainly not convenient - it is essential to choose a celebrity who somehow relates to the cause, so that his/her commitment is recognized as authentic, while Wymer and Drollinger’s research (2015) indicates that the perceived expertise of the famous advocate is a significant predictor of the public’s intention to donate. It could be argued that other figures - for example humanitarian professionals - posses more expertise than celebrities, but still they would not probably garner as much visibility as the latter. Conceivably, it would be already possible to limit some negative consequences related to celebrity advocacy if organisations found fitting ambassadors and simultaneously left some space for expression to the people they aid. Nevertheless, further research is needed to develop a communicative style which fosters a durable and sincere disposition towards suffering others, while averting the promotion of an utilitarian altruism. It appears that, despite its flaws, celebrity humanitarianism has advantages that thus far are not obtainable through other strategies. In fact, the visibility that cosmopolitan stars lend, is however a treasure for humanitarian organisations, which would otherwise struggle to

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