When charity and camera collide: Nigerian celebrity philanthropy in the age of technology

Abstract

ABSTRACT Celebrity studies is an expansive and expanding field in European and American scholarship. Unfortunately, Africanist scholars have paid limited attention to this significant branch of scholarship. Drawing from varied secondary sources, including audio-visual materials, newspaper articles and journals, and books in the fields of celebrities and development, I examine Nigerian celebrity philanthropy in the age of internet technology. I argue that Nigerian celebrity philanthropy, given its mediatised nature and impact on its recipient, is a palliative measure to systemic and structural crises of poverty. I show that this individualistic effort only gives temporary respite for some of its recipients while others are left even worse off after their encounters with celebrities helping. My research sits at the crossroads of multiple fields in the humanities and the social sciences and offers a new direction for celebrity studies in the global South. Future research may examine individual Nigerian celebrity philanthropy while centring on gender, class, education, ethnicity, religion, and location in celebrity humanitarians in the global South, particularly in Nigeria.