DOI QR코드

DOI QR Code

We Love or Hate When Celebrities Speak Up about Climate Change: Receptivity to Celebrity Involvement in Environmental Campaigns

Park, Sejung

  • Published : 2019.07.22

Abstract

This study investigates public receptivity to celebrity's climate change advocacy on YouTube through a semantic network analysis. The results of this study suggest that the YouTube video generated a number of viewers' responses. Celebrity endorsement not only leaded public voices on climate change issue, but also their opinions on the celebrity endorser. This study found that most of viewers were polarized in their judgment and attitude toward the celebrity advocate either positively or negatively. This study offers an exploratory examination of the perceived star power and the role of celebrities as spokespersons for social causes. This study contributes to the theoretical foundation of the role of celebrity advocacy using social media. In addition, this study offers methodological insights into how to detect public perceptions and attitudes toward celebrity endorsement of social causes by analyzing public comments.

Keywords

climate change;social media;celebrity advocacy;semantic network analysis;environmental campaigns

References

  1. Alexander, J. (2013). The case of the green vampire: Eco-celebrity, twitter and youth engagement. Celebrity studies, 4(3), 353-368. https://doi.org/10.1080/19392397.2013.831625
  2. Anderson, A. (2011). Sources, media, and modes of climate change communication: the role of celebrities. Wiley interdisciplinary reviews: climate change, 2(4), 535-546. https://doi.org/10.1002/wcc.119
  3. Boykoff, M. T., & Boykoff, J. M. (2007). Climate change and journalistic norms: A case-study of US mass-media coverage. Geoforum, 38(6), 1190-1204. https://doi.org/10.1016/j.geoforum.2007.01.008
  4. Boykoff, M. T., & Goodman, M. K. (2009). Conspicuous redemption? Reflections on the promises and perils of the 'celebritization'of climate change. Geoforum, 40(3), 395-406. https://doi.org/10.1016/j.geoforum.2008.04.006
  5. Boykoff, M. T. (2011). Who speaks for the climate?: Making sense of media reporting on climate change. NY: Cambridge University Press.
  6. Brown, W. J., Basil, M. D., & Bocarnea, M. C. (2003). The influence of famous athletes on health beliefs and practices: Mark McGwire, child abuse prevention, and androstenedione. Journal of Health Communication, 8(1), 41-57. https://doi.org/10.1080/10810730305733
  7. Choi, S. M., Lee, W. N., & Kim, H. J. (2005). Lessons from the rich and famous: A cross-cultural comparison of celebrity endorsement in advertising. Journal of advertising, 34(2), 85-98. https://doi.org/10.1080/00913367.2005.10639190
  8. Choi, J. A., & Lewis, R. (2017). Culture and the star-power strategy: comparing American and Korean response to celebrity-endorsed advertising. Journal of Global Marketing, 30(1), 3-11. https://doi.org/10.1080/08911762.2016.1242681
  9. Chung, C. J. & Park, H.W. (2010). Textual analysis of a political message: The inaugural addresses of two Korean presidents, Social Science Information, 49(2), 215-239. https://doi.org/10.1177/0539018409359370
  10. Corner, J. & Pels, D. (2003). Media and the Restyling of Politics. Sage, London.
  11. Diesner, J., & Carley, K. M. (2011). Semantic networks. Encyclopedia of social networking, 766-769.
  12. Drezner, D. W., & Farrell, H. (2008). Introduction: Blogs, politics and power: a special issue of Public Choice. Public Choice, 134(1), 1-13.
  13. Hanna, P., Kantenbacher, J., Cohen, S., & Gossling, S. (2018). Role model advocacy for sustainable transport. Transportation Research Part D: Transport and Environment, 61, 373-382. https://doi.org/10.1016/j.trd.2017.07.028
  14. Huning, M. (2005). TextStat Simple text analysis tool. Dutch Linguistics, Free University of Berlin, Berlin.
  15. Hsu, C.L., Park, S.J. & Park, H.W. (2013), Political discourse among key Twitter users: The case of Sejong city in South Korea, Journal of Contemporary Eastern Asia, 12 (1), 65-79. https://doi.org/10.17477/jcea.2013.12.1.065
  16. Hofstede, Geert H. (1984), Culture's consequences: International differences in work-related values. Beverly Hills: Sage.
  17. Park, S. J., Lim, Y. S., & Park, H. W. (2015). Comparing Twitter and YouTube networks in information diffusion: The case of the "Occupy Wall Street" movement. Technological Forecasting and Social Change, 95, 208-217. https://doi.org/10.1016/j.techfore.2015.02.003
  18. Rice, R. E., & Danowski, J. A. (1993). Is it really just like a fancy answering machine? Comparing semantic networks of different types of voice mail users. The Journal of Business Communication, 30(4), 369-397. https://doi.org/10.1177/002194369303000401
  19. Smith, J. (2005). Dangerous news: Media decision making about climate change risk. Risk Analysis, 25(6), 1471-1482. https://doi.org/10.1111/j.1539-6924.2005.00693.x
  20. Street, J. (2004). Celebrity politicians: popular culture and political representation. The British journal of politics & international relations, 6(4), 435-452. https://doi.org/10.1111/j.1467-856X.2004.00149.x
  21. Kelman, H. (1961). Process of opinion change. Public Opinion Quarterly, 25, 57-58. https://doi.org/10.1086/266996
  22. Kirilenko, A. P., & Stepchenkova, S. O. (2012). Climate change discourse in mass media: application of computer-assisted content analysis. Journal of Environmental Studies and Sciences, 2(2), 178-191. https://doi.org/10.1007/s13412-012-0074-z
  23. Kwon, K., Barnett, G. A., & Chen, H. (2009). Assessing cultural differences in translations: A semantic network analysis of the universal declaration of human rights. Journal of International and Intercultural Communication, 2(2), 107-138. https://doi.org/10.1080/17513050902759488
  24. Thelwall, M. (2012), Introduction to webometric analyst 2.0: A research tool for social scientists, available at: lexiurl.wlv.ac.uk/searcher/IntroductionToWebometricAnalyst2.doc (accessed 12 August 2012).
  25. t'Hart, P., & Tindall, K. (2009). Leadership by the famous: Celebrity as political capital. Dispersed Democratic Leadership: Origins, Dynamics, and Implications, 255-278.
  26. Thrall, A. T., Lollio-Fakhreddine, J., Berent, J., Donnelly, L., Herrin, W., Paquette, Z., ... & Wyatt, A. (2008). Star power: Celebrity advocacy and the evolution of the public sphere. The international journal of press/politics, 13(4), 362-385. https://doi.org/10.1177/1940161208319098
  27. Tumasjan, A., Sprenger, T. O., Sandner, P. G., & Welpe, I. M. (2011). Election forecasts with Twitter how 140 characters reflect the political landscape. Social Science Computer Review, 29(4), 402-418. https://doi.org/10.1177/0894439310386557
  28. Weiskel, T.C., 2005. From sidekick to sideshow-celebrity, entertainment, and the politics of distraction. American Behavioral Scientist, 49(3), 393-409. https://doi.org/10.1177/0002764205280203
  29. White, K. K., & Duram, L. A. (Eds.). (2012). America Goes Green: An Encyclopedia of Eco-friendly Culture in the United States (Vol. 1). ABC-CLIO.