First published on 16.04.2011.
I have a new book out on Internet Gambling Offshore: Caribbean Struggles over Casino Capitalism world of celebrities (Palgrave Macmillan IPE series). The core theme of the book is how Antigua, a state of 70,000 people, took on the US in a protracted fight at the WTO over the future of this ascendant cyber-business it had located as its niche in the global economy. Without the resources of a big country Antigua demonstrated an unanticipated amount of creative diplomatic ingenuity to take on the US, harnessing the power of key (mostly American) entrepreneurs who had seen the Internet gambling as a tech-savvy start up opportunity in a form of commercialized diplomacy. In doing so they gained both a cult-status and notoriety depending on the view of whether Internet Gambling should be legalized or stigmatized.
(Shutterstock/whitewizzard)
Beyond the details of this fascinating and innovative case, it raises the question of whether in a world of accelerated globalization and in many ways homogenization small countries can possess celebrity activists that can play big on the global stage? If speaking English helps, countries from the Anglophone Caribbean possess a built in advantage. But there is no equivalent of a Bob Marley in the diplomatic activist world. As mentioned in earlier postings, the only one who comes even close is Wyclef Jean who was raised in the US.
One explanation is simply that celebrities in small countries – especially in the global South – fly under the radar. Cricket or football/soccer stars (or even ex stars, as exhibited by the number who are in the adverts especially for mobile phone companies!) can be huge in a Caribbean island but with no name recognition in North America.
Another explanation is that the hybrid nature of the diaspora doesn’t translate into a firm identity. Wlyclef himself runs into this problem as he is barred from running for president because he has not lived in Haiti for many years. But equally do North American audiences see Rihanna as being from Barbados even if she is appointed as a Culture and Youth ambassador. Among Bajans however this appointment has attracted some marked controversy, with a similar degree of cult status and stigmatization.
The final explanation is more commercially driven. Having ‘made it’ do many stars from small – or for that matter big – countries want to divert themselves from material success? As we have seen from the St Barts parties of the Gaddafi family many celebrities (including Beyonce, Usher and Mariah Carey) have little awareness of political events or personalities as long as they get paid.
Notwithstanding these constraints the reach of celebrity activism will extend to small countries. If Bono (and Bjork from another small island, Iceland) can combine a global reach, a hybrid identity, and an association with specific causes, why not celebrities from small island states in the global South. If Bob Marley can transform musical culture why should a similar dynamic not happen in the phenomenon of celebrity activism. Bring it on!
