By Elaine Jeffreys
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Critics consequently present celebrity philanthropy as a contradiction in terms. Stars cannot be true philanthropists because of their vested interests as stakeholders in the capitalist system. They can only ‘play’ at being the saviours of the disadvantaged because of their advantaged status as the personalized embodiment of wealth and privilege gained from the systematic exploitation of the poor (Harris 2003; Littler 2008; Nickel and Eikenberry 2009; Rojek 2014: 133). In short, critics conclude that celebrity philanthropy has transformed the perceived traditional emphasis of philanthropy on compassionate benevolence and social change into a racist form of humanitarian voyeurism and individualistic commercialism (de Waal 2008: 54; Fain 2008: 6–12; Nickel and Eikenberry 2009: 3–6; Rojek 2014: 130).
Html. Accessed 9 January 2015. Littler, J. (2008) ‘“I feel your pain”: Cosmopolitan charity and the public fashioning of the celebrity soul’, Social Semiotics, 18, 2: 237–51. ‘Look to the Stars: The World of Celebrity Giving’ (2006–2015) Look to the Stars, http://www. org/. Accessed 9 January 2015. Luscombe, B. html. Accessed 9 January 2015. Magubane, Z. (2007) ‘Oprah in South Africa: The politics of coevalness and the creation of a black public sphere’, Safundi, 8, 4: 373–93. Magubane, Z. (2008) ‘The (Product) Red man’s burden: Charity, celebrity, and the contradictions of coevalness’, Journal of Pan African Studies, 2, 6: 1–25.
However, the claim that consumption-based and celebrity-mediated philanthropy undermines ‘authentic’ humanitarian values is brought into question if we acknowledge that the development of international humanitarianism, like celebrity, has itself been closely tied to the historical development of capitalism and the mass media. Reference to some historical examples undermines the implied dichotomy between philanthropy/international humanitarianism – understood as among the highest and noblest expressions of human civilization – and media sensationalism/celebrity culture – construed as evidence of the trivial and deplorable nature of contemporary consumer society.