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Global Development: Views from the Center

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January 05, 2007

Global Development: Good PR for Celebrities? Bad PR for Politicians?

Posted by Sarah Jane Staats at 11:42 AM

Global poverty and development are notably absent from the new Democratic Congress’s agenda for the first “100 hours” of leadership, and possibly through the 2008 campaigning season. In conversations with new and departing Democratic and Republican congressional staff over the last three weeks, I have been met with a stark refrain: unless candidates are talking about cutting foreign aid, it’s not in their interest; they are more likely to lose votes than win votes if they talk about global development with the American people. But why are global poverty and development efforts good PR for celebrities and supposedly bad PR for politicians?

Earlier this week Oprah, host of the highest ranked talk show in America, opened a school for poor girls in South Africa, and made the direct link between education, HIV/AIDS prevalence and poverty. She has the highest rating among households with women between the ages of 18 and 54: a major voting demographic that I suspect, did not vote with their remote controls and turn off their TV’s when the topic was poverty in Africa.

Similarly, I watch my fellow grocery store patrons in line, reading the headlines (and sometimes the whole article!) in US Weekly, Vanity Fair, and Vogue detailing Brad Pitt and Angelina Jolie’s latest travels: he as an avid proponent of HIV/AIDS response in Africa and she as Goodwill Ambassador for UNHCR. Marie Claire even included a fashion shoot with Brookings foreign policy scholar Susan Rice. The prevalence of continued coverage of these issues indicates that it isn’t hurting ratings in print media either. Indeed, it’s fashionable—if not cool—to be smart, care and do something about global poverty.

And at the top of the list, Bono’s passion and eloquence has driven the ONE Campaign’s two million plus American advocates interested in global poverty and development, inspired business leaders to form (PRODUCT) RED, and landed him a spot alongside Bill and Melinda Gates as one of Time Magazine’s 2005 Persons of the Year.

So why, in the midst of so much positive public reception of these issues, do politicians shy away from them? I’ve heard congressional staff say that the real American voters aren’t interested in these issues. But are the “real American voters” really different than those taking in daily information about poverty and development from mass media and celebrity icons?

To me, the American public seems primed and ready to discuss global poverty. Our elected representatives could seize the barrage of celebrity media attention to go beyond the glossy photos and talk about real development policy, America’s role in the world beyond Iraq, and the impact of global poverty not just on those already destitute but on all countries and people around the world (even those that live in comfort). Sure, it takes charisma and leadership. But we seem to have found that in celebrities like Bono. I, for one, am still hoping for the same qualities in some of our politicians.

See CGD’s Rich World, Poor Word: A Guide to Global Development for more information about why global development matters for the U.S.



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Comments

I echo the desire that our politicians would value this, but it doesn't seem surprising. People love celebrities who give back because these are very rich people giving their own money (or time) to help the poor internationally. It doesn't surprise me that people are less excited about politicians giving public money (which could alternatively be spent on some domestic program) to help the poor internationally. Of course, it's true that development matters for us, but the impacts are less direct than with domestic spending, so of course people will be less psyched about someone spending "their" money than Oprah or Angelina spending her own (massive amounts of) money.

Posted by: dave at January 6, 2007 05:25 PM

Is there any recent public polling to test your (very plausible) hypothesis that public support for aid funding is increasing? If not, what would it take to get that done? If the pollsters prove it, aren't the lawmakers more likely to act?

Posted by: Drew at January 8, 2007 10:01 AM

If we’re curious what “real Americans” think about development issues, we should probably start by asking. The Program on International Policy Attitudes does this every few years, querying people on various foreign aid issues. In mid-2005, they polled Americans on a number of questions related to the Millennium Development Goals, including the following: “Assuming the cost [of achieving the MDGs] would be an average of $50 a year per taxpaying household in the wealthy countries and the other countries were willing to give this much, do you think the US should or should not be willing to do so as well?” The $50 per household figure represents the “high-end” estimate of additional money needed to accomplish the MDGs – essentially a doubling of total aid flows. In response to the question, 70% of those polled answered in the affirmative, with little difference between Democrats and Republicans. Evidence of a broad-based, pro-development assistance mandate…right?

Actually, 70% is surprisingly low. If anything, the results of this survey question suffer from significant upward bias. Respondents were not asked if they themselves were prepared to personally hand over $50 right there and then; they were asked if the (impersonal) U.S. should do so (presumably at some discounted future time). Then there’s the caveat requiring that other rich countries are also willing contributors – eliminating the “undo burden” argument sometimes voiced by (uninformed) opponents of foreign aid. Finally, people invariably think of the $50 as part of their household’s charitable giving “budget line” rather than a tax increase handed down by Washington; the former obviously generates much more pleasure than the latter. And the more pleasure a hypothetical situation generates, the more generous the survey response.

Given all this, 70% seems a pretty paltry figure. Is it so hard to believe that the true figure is less than 50%? I’m not suggesting that there isn’t an increasingly strong development alliance across various interests, and I agree that strong political leadership on the issue is missing and sorely needed. But I’m not convinced that politicians are simply ignoring the views of Americans. To be sure, Oprah, fashion shoots, and (PRODUCT) RED are popular and helpful, but could their popularity suffer from the same biases as the survey question? Do they ask people to make tangible sacrifices for something beyond themselves, or do they provide an extra bit of pleasure to activities that people would undertake anyway? Maybe I'm wrong -- I sure hope so.

Posted by: Kevin Ummel at January 8, 2007 11:46 AM

The Kaiser Family Foundation polled the American public last year and asked who they considered to be leaders in the fight against AIDS. They read a list of names and George Bush hardly got any credit. 50% of those polled said Bono and Bill Clinton were leaders followed by Nelson Mandela at 47%. Bush got 25%, just slightly more than Kofi Annan at 23% http://www.kff.org/spotlight/hivglobal/6.cfm

The constituency for global poverty programs is small, and I doubt that many voters would turf out their politicians over aid to foreigners. Fortunately, groups like DATA are well-connected and media savvy. They need some measure of public support, but we shouldn't have illusions of mass support for global poverty reduction. The problem is even when politicians step up as President Bush has on AIDS, they don't get any credit for it.

Posted by: Josh Busby at January 11, 2007 09:09 PM

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