ABSTRACT
Taking the participation in social and humanitarian campaigns of TV host and social entrepreneur Luciano Huck as a case in point, this chapter investigates how new models of celebrity civic engagement are becoming increasingly popular in Brazil. Huck belongs to a growing group of Brazilian celebrities who combine the support for social causes with private economic interests. Just like Angelina Jolie, Bono Vox, and George Clooney, Huck is frequently promoting humanitarian and environmental campaigns aiming at some of the most challenging problems facing society. The eradication of hunger in poor regions, support for actions to protect the environment, and the lessening of natural disasters are some of the most recurrent examples of civic engagement by celebrities (Boykoff & Goodman, 2009; Brockington, 2008; Chouliaraki, 2013; Martín, 2010; Panis, 2012; Richey & Ponte, 2008). However, for Huck, these issues should be tackled with the assistance of the private sector. He is a champion of social entrepreneurship. His profiles on Facebook, Twitter, and Instagram are frequently used to give visibility to companies that partner with his philanthropic projects.
