Theorizing the Power of Celebrities in the Media Landscape of Africa

Abstract

In media studies, a celebrity is an individual who enjoys public recognition and can use such recognition to advertise a brand in any modern society. Interestingly, celebrities have been utilized in advertising, political communication, health communication, brand development and film studies. However, there are few literatures that describe how theories can serve as parameters or benchmarks for the utilization of celebrities in the African society. This chapter explored the theoretical postulations for understanding the nature and influence of celebrities in the African context, leveraging on four theories i.e., Source Attractiveness Model, Source Credibility Model, Transfer of Meaning Model and Match-up Hypothesis. Also, it explored case studies such as endorsement deals of beverage and telecommunication companies in Nigeria, Egypt and South Africa to buttress the tenets of these theories. The chapter recommends that the four important benchmarks for selecting a celebrity for any media or communication activity are attractiveness, credibility, cultural meanings and brand fit.