175 KB55 KB199420242012Bulck, Hilde van denPanis, Koenletnik:19številka:3str. 75-92, 95ISSN:1318-3222COBISSID:31538781URN:URN:NBN:SI:doc-O81C66OKenEvropski inštitut za komuniciranje in kulturoJavnost (Ljubljana)angažiranostdružbena vlogajavnostslavne osebnostivpliviCelebrities' quest for a better world| understanding Flemish public perceptions of celebrities' societal engagement|Although one of the main aims of celebrities' societal engagement is to grab the attention of a wide audience for a social cause, research about public perceptions of the phenomenon is scarce. This study wants to gain a theoretical and empirical insight into the possible infl uence of celebrities' engagements on the general population. An internet survey among a sample of one thousand Flemish adults was conducted to ascertain which celebrities are considered to support social causes and how the general population perceives this phenomenon. Results show a select group of celebrity supporters, i.e. those in a deeply engaged role or with a considerable track record of engagement, to be the most popular. While most respondents consider such celebrity engagements to make a significant contribution to social-profit organisations' goals, scepticism about the celebrities' motives is apparent. Young adults and celebrity news followers, traditionally less involved in social causes, demonstrate a more positive attitude towards celebrity engagement than older respondents. As such, celebrities' societal engagement might be advantageous in reaching thus far uninterested parts of societyČeprav je eden glavnih ciljev družbenega angažmaja slavnih privabiti pozornost širšega občinstva za "dobro stvar", je raziskovanje javne zaznave tega fenomena pičlo. Članek prispeva teoretičen in empiričen vpogled v možen vpliv angažmaja slavnih na splošno populacijo. Da bi proučili, koga od slavnih ljudje dojemajo kot podpornika dobrih stvari, je bila izvedena spletna anketa na vzorcu tisoč odraslih Flamcev. Rezultati kažejo izbrano skupino podpornikov slavnih, tj. tistih z močno angažirano vlogo ali z znatno angažirano preteklostjo. Čeprav večina anketirancev dojema tovrsten družbeni angažma slavnih kot pomemben prispevek k ciljem organizacij za družbeno dobro, pa je očiten dvom o motivih slavnih. Mlajši anketiranci in bralci novic o slavnih, ki se praviloma manj vključujejo v dogodke z družbenim namenom, izražajo pozitivnejši odnos do angažmaja slavnih kot starejši anketiranci. Družbeni angažma slavnih bi torej lahko prispeval k motivaciji nezainteresiranih delov družbeTEXTznanstveno časopisjejournalsSlovenian National E-content AggregatorNational and University Library of SloveniaEvropski inštitut za komuniciranje in kulturo - EURICOM