Daily Bulletin


The Conversation

  • Written by Gabrielle Walters, Associate Professor, School of Business, The University of Queensland

From Australian superstars such as Cate Blanchet, Russell Crowe, Chris Hemsworth and Nicole Kidman to Hollywood heavyweights including Ellen DeGeneres and Bette Midler, a lengthening list of celebrities are helping to shine a spotlight on Australia’s bushfires.

Some have donated large sums of money and used social media to publicise their donations, encouraging fans to follow suit. Some have used their profile and platforms such as the Golden Globes awards to draw attention to the fires. Others are donating items for auction or appearing in charity events.

Read more: How to donate to Australian bushfire relief: give money, watch for scams and think long term

For attracting attention and money to a cause, celebrity-driven attention is hard to beat. But there’s also a downside. If that interest is superficial and fleeting, it may actually hinder recovery efforts in disaster-ravaged regions.

Our research into disaster recovery efforts for Victoria’s Gippsland region after the deadly “Black Saturday” fires in 2009 suggests celebrities’ best contribution needs to be in the weeks and months to come – and requires them putting “boots on the ground”.

Negative implications

Studies confirm the influence of messages from celebrities, be it brand choice, political opinion or charitable giving.

It’s great that celebrities want to use their influence for good causes. Not all celebrity advocacy, though, should be applauded uncritically. One study has suggested it is less effective than sometimes supposed for development causes, and can simplify a complex issue to a single outcome – usually giving money. This fails to address how people can make an ongoing difference in other ways.

In terms of natural disasters, a very practical way to help communities recover is the resumption of tourism. Perceptions play a big part in this, and celebrities can play a big part in forming images. It’s why they have long featured in tourism campaigns, from Paul Hogan in the 1980s to Kylie Minogue and others in the humorously idealised imagery presented by Tourism Australia to Britons a few weeks ago.

Tourism Australia’s ‘Matesong’ campaign fronted by Kyle Minogue has now been suspended.

Now these images are being replaced by the message globally that Australia is “on fire, literally”, and that much of the country is an “apocalyptic nightmare”.

Tourism effects

Even if celebrities have the best of intentions, their emotional appeals and shared of images of red skies and smoke-filled cities along with heartbreaking images of devastation and loss can contribute to fans cancelling holidays plans, even while they’re donating to bushfire appeals.

There are already reports, for example, of tourists aborting plans for visits months away. The Australian Tourism Industry Council says cancelled bookings in towns unaffected by the bushfires are up to 60%. The Australian Tourism Export Council estimates the loss of international bookings will cost the nation at least A$4.5 billion in 2020, hurting regional areas the most.

Celebrity concern about bushfires could do more harm than good. To help they need to put boots on the ground US singer Rihanna shared this graphic representation of the Australian bushfires, which was widely mistaken to be an image taken by a satellite. Twitter

It doesn’t help when misleading information is spread, as the American singer Rihanna inadvertently did when she shared an image on Twitter that exaggerated the size of the bushfires. This image suggested huge swathes of Australia were no-go zones.

Ellen Degeneres did something similar in telling her audience “nearly a third of their habitat has been destroyed”. This was an exaggerated misstatement of Australia’s environment minister saying a third of koala habitat in New South Wales had been destroyed.

Our research confirms the further someone is from a destination in crisis, the more likely they are to be confused about the location and think a greater area is affected.

Read more: 6 things to ask yourself before you share a bushfire map on social media

Fires in the Blue Mountains area of New South Wales, for example, were called “the "Sydney fires” elsewhere in Australia. Overseas they were referred to as the “Australian bushfires”, confusing domestic and international tourists.

Where celebrities can really help

So while celebrities might have the very best of motivations, their contribution in generating donations in the short term might be offset by the longer-term effect of amplifying the misconception that Australia is not safe for tourists.

Celebrity concern about bushfires could do more harm than good. To help they need to put boots on the ground Affected areas and number of casualties from the 2009 Black Saturday bushfires. Gippsland covers all of Victoria east of Melbourne. Nick Carson/Wikipedia, CC BY-SA

This is demonstrated by past experience. After Victoria’s 2009 Black Saturday fires, the the Gippsland region experienced a major tourism downturn, despite just 5% of the region being directly affected.

But celebrites can also use their mass-pull to aid tourism recovery.

Our research suggests their star power is unmatched as a means to encourage tourists back to regions recovering from disaster.

In the case of Gippsland, we surveyed 691 people with nine different advertising messages. Themes included solidarity, community readiness and even short-term discounts. We found celebrity endorsement made the greatest impression, with test subjects indicating it made them more likely to visit the region.

In the months after the Black Saturday bushfires, former Miss Universe Jennifer Hawkins and legendary cricketer Shane Warne visited affected towns. These highly publicised events sent the message these towns were ready to welcome visitors again.

Celebrity concern about bushfires could do more harm than good. To help they need to put boots on the ground Model Jennifer Hawkins, Miss Universe 2004, poses with students in the town of Whittlesea, north of Melbourne, in May 2009, three months after the town was ravaged by bushfires . Julian Smith/AAP

So celebrities can definitely help in the coming weeks and months.

They can share positive stories about local communities’ resilience, and maybe even visit.

This is likely to do more for recovery efforts in the long term than helping to spruik for donations.

Authors: Gabrielle Walters, Associate Professor, School of Business, The University of Queensland

Read more http://theconversation.com/celebrity-concern-about-bushfires-could-do-more-harm-than-good-to-help-they-need-to-put-boots-on-the-ground-129627

Writers Wanted

Racing 2-year-old horses is lucrative, but is it worth the risks?

arrow_forward

How to Sanitize Cloth Masks Properly

arrow_forward

The Conversation
INTERWEBS DIGITAL AGENCY

Politics

Ray Hadley's interview with Scott Morrison

RAY HADLEY: Prime Minister, good morning.    PRIME MINISTER: G’day Ray.   HADLEY: I was just referring to this story from the Courier Mail, which you’ve probably caught up with today about t...

Ray Hadley & Scott Morrison - avatar Ray Hadley & Scott Morrison

Prime Minister's Remarks to Joint Party Room

PRIME MINISTER: Well, it is great to be back in the party room, the joint party room. It’s great to have everybody back here. It’s great to officially welcome Garth who joins us. Welcome, Garth...

Scott Morrison - avatar Scott Morrison

Prime Minister Interview with Ben Fordham, 2GB

BEN FORDHAM: Scott Morrison, good morning to you.    PRIME MINISTER: Good morning, Ben. How are you?    FORDHAM: Good. How many days have you got to go?   PRIME MINISTER: I've got another we...

Scott Morrison - avatar Scott Morrison

Business News

Tips to find the best plastic manufacturing supplier for your needs

Plastics are very much an important part of all of our lives, but they’re particularly valuable to a wide variety of industries that rely on their production for their operations. The industries, ...

News Co - avatar News Co

7 foolproof tips for bidding successfully at a property auction

Auctions can be beneficial for prospective buyers, as they are transparent and fair. If you reach the limit you are willing to pay, you can simply walk away. Another benefit of an auction is tha...

Dominique Grubisa - avatar Dominique Grubisa

Getting Ready to Code? These Popular and Easy Programming Languages Can Get You Started

According to HOLP (History Encyclopedia of Programing Languages), there are more than 8,000 programming languages, some dating as far back as the 18th century. Although there might be as many pr...

News Co - avatar News Co



News Co Media Group

Content & Technology Connecting Global Audiences

More Information - Less Opinion