Melenia Arouh

This article explores the moral ambivalence of online political activism by film and television celebrities, grounded in media and communication scholarship. The first part reviews key factors that draw audiences to celebrity communications, emphasizing their charisma, authenticity and visibility that amplify political messages. Celebrity online political activism is presented as an instance of dialogic engagement and an opportunity for critical discourse. The second part examines actions that may negate the potential benefits this practice may have and explains why such communication may be considered harmful. Specifically, it argues that celebrity online political activism may be perceived as performative and self-serving, leading to a loss of trust when a social good becomes a means to an end.