On Application Of The Celebrity Effect In Public Welfare Dissemination

With the idea of a harmonious society and humanistic care graduallyenjoying popular support, people have higher requirements for socialenvironment and the quality of life, and public welfare culture and concepthave been gradually penetrated into all aspects of social life as well.Philanthropy is no longer a “song of a highbrow type” or a “patent of the rich”,as people used to think, but has become a hotspot of social attention and asignificant part of social life. In the course of encouraging people, throughvarious propagation modes, to understand, accept and then becomecivic-minded, celebrity effect has played a very important role. Starting with thepoint of view of the communication subject affecting communication effect, thispaper will discuss specific application of celebrity effect in spreading publicwelfare, and the full paper is composed of five parts.The first chapter is an introduction that presents the research purpose,significance, contents, methods as well as the current state of related issuesresearch, and the key concepts involved in this paper are also defined.The second chapter elaborates from two aspects of dissemination needsand social needs, the reasons that celebrities are helpful to diffuse publicwelfare. Meanwhile, it points out that the harmony between celebrities andpublic welfare will produce a positive effect, which means the development ofcommonweal needs celebrities, and that endows famous people more value inreturn.The third chapter is the emphasis of this paper. It begins with the positiveeffect brought by celebrities to expand the influence of public welfare activities,improve the persuasiveness of public advertisements and increase commonpeople’s willingness to join related activities; and then it reveals three factorsconcerning the spreading effects of public welfare by famous people, namely,the public image and influence of celebrities, the correlation of celebrities and public activities themes, and the timing of famous people participating in publicwelfare.The fourth chapter analyzes and discusses possible negative effectscaused by celebrity effect in spreading public welfare and the reasons givingrise to, which aims to indicate that certain problems and hidden dangers existin celebrities’ disseminating public welfare issues.The fifth chapter, the final part of this paper, puts forward some specificimprovement suggestions and implementation strategies for the problems andhidden troubles involved in previous chapter, and hopes to help to solvetargeted problem, eliminate hidden dangers, and effectively improve spreadingeffect of public welfare.This paper reviews a large amount of background information, case dataand related writings, uses communication theories as the analysis tool, andsynthetically takes various research methods such as case study andqualitative analysis, to explore and summarize the mechanism of action, thepositive and negative effects and the influencing factors during celebritiesdisseminating public welfare, what’s more, problems that may arise inimplementation process and corresponding improvement suggestions are alsoincluded. Due to the fact that the contents discussed in this paper involve notonly communication science, but also the knowledge of sociology, psychology,public administration and many other disciplines, and masses of difficultlyobtained unpublished data are required during writing, there are still manylimitations and shortcomings in this paper. Even so, it is hoped to beneficiallyenlighten people and effectively promote the development of philanthropy.