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Celebrity and influencer philanthropy: Debating MrBeast and China

journal contribution
posted on 2024-05-05, 23:38 authored by Elaine Jeffreys, Jian XuJian Xu
This article examines the philanthropy/marketing interface with reference to celebrity philanthropy, focusing on the American YouTube star, Mr Beast, and the Chinese government regulation of celebrities and social media influencers. Celebrity nowadays can refer to film and music stars with international broadcast media visibility and to people who create their own fame through social media and appeals to niche markets/audiences (social media influencers). While the United States of America has historically used tax incentives to encourage elite philanthropy as a matter of individual choice, the Chinese government is regulating the cultural industries to promote and direct celebrity and influencer philanthropy towards government-endorsed development goals. Comparing debates about Mr Beast philanthropy with the operation of philanthropy in China highlights different ideas about celebrity/influencer philanthropy and the role it can play in supporting public welfare.

History

Journal

Journal of Philanthropy and Marketing

Volume

29

Article number

e1860

Pagination

1-4

Location

London, Eng.

ISSN

2691-1361

eISSN

2691-1361

Language

eng

Notes

https://doi.org/10.1002/nvsm.1860

Publication classification

C1.1 Refereed article in a scholarly journal

Issue

2

Publisher

Wiley-Blackwell

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