Marketing development: Celebrity politics and the 'new' development advocacy

Politics and culture, once considered separate, are now fusing in new and interesting ways. Political activism is becoming popular, particularly through the expansion of a new kind of development advocacy made highly visible through celebrity involvement. Theorists of globalisation celebrate the democratisation of civil society made possible by new information and communications technology; critical theorists will note the various ways in which ICT ambivalently makes the contradictions in global capitalism more obvious and has become the means by which globalisation is contested. Some metropolitan governments have sought to capitalise on this new knowledge economy by making knowledge for development part of their strategies to produce 'global citizens' necessary for the global economy. This paper examines the linkages between celebrity and government-funded development advocacy in Australia, which comprise the introduction of free market principles to form a marketing campaign for neoliberal globalisation.