The Reel Politics of International Crisis: Benedict Cumberbatch’s Appeal for Syrian Refugees

Abstract

How much can a celebrity’s involvement with a charity campaign change minds and shape political opinion? We explore this issue in the context of an appeal by Benedict Cumberbatch regarding the Syrian refugee crisis. We find that while the emotional, vivid images of the video did elicit a statistically significant increase in students’ positive feelings toward Syrian refugees and efforts to help them, surprisingly, Cumberbatch’s plea had no effect at all on these political views. Post-experiment focus groups allowed us to further probe these findings, and we suggest that viewer skepticism reduces celebrity influence, but that celebrity may be more effective as a “hook” in grabbing viewers’ attention, than in actually swaying their views. We also find that participation in a charity plea has the potential to benefit celebrities themselves by dramatically improving viewers’ perceptions of them.