Transformative Communication in Development Organisation: Strategic Engagement and Celebrity Influence

Tao Xu ()

MPRA Paper from University Library of Munich, Germany

Abstract: This essay uncovers the evolving paradigm of communication for development, then with a focus on the strategic engagement of celebrity influence. Contextualised against the historical dominance of the Euro-Americentric modernisation discourse and with the multi-step communication framework, it situates celebrity engagement within a bidirectional model of information diffusion and participatory advocacy. The essay integrates the theoretical perspective with illustrative case studies to articulate the interplay between emotional resonance, mediated narratives, and public mobilisation. The findings reveal both the potential of celebrity influence to amplify development initiatives and the challenges posed by sensationalism and skepticism. Ultimately, it advances a call for strategic alignment between academic inquiry and institutional praxis, advocating for the positive celebrity influence to achieve cogent policy change in international development.

Keywords: celebrity; communication for development; development organisation (search for similar items in EconPapers)
JEL-codes: Z1 Z11 Z13 Z18 (search for similar items in EconPapers)
Date: 2024-04-01, Revised 2024-11-26
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