Trust and Transparency in the Era of Digital Humanitarianism

While digital platforms have revolutionized humanitarian efforts, enabling rapid mobilization and solidarity, they also present challenges. The ease of online donations and sharing campaigns can sometimes lead to superficial acts of altruism, challenging grassroots humanitarian efforts. In Vietnam, the incidents involving allegations of influencer-driven self-promotion through charity to high-profile celebrity scandals over mishandled funds underscore how digital humanitarianism risks prioritizing visibility and immediacy over long-term solutions to systemic challenges like inequality, environmental degradation, or governance gaps. 

As highlighted by Roth, Purkayastha, and Denskus (2024) in the Handbook on Humanitarianism and Inequality, Barnett (2011) distinguishes two branches of humanitarianism: one that addresses immediate symptoms in emergencies and another that aims to tackle the root causes of suffering (p. 4). The case studies presented here primarily focus on the former:

Case 1: Celebrity humanitarianism and transparency concerns

In recent years, Vietnamese celebrities have increasingly taken on the role of humanitarian figures, launching fundraising campaigns to support those affected by natural disasters. While these efforts often garner significant public support, they have also raised concerns about transparency and accountability. 

A notable example is the case of Vietnamese singer Thuy Tien, who raised a record-breaking VND 177 billion (~$7.7 million) in 2020 to assist flood victims in Central Vietnam. Despite her swift response and direct distribution of aid, questions arose regarding the use of funds. To address these concerns, Tien publicly released financial records and shared updates through live streams.

Meanwhile, a well-known comedian Hoai Linh faced widespread criticism for his delayed distribution of VND 13.4 billion (~$581,742) raised for flood relief. His explanation that the COVID-19 pandemic hindered his efforts was met with skepticism. This case, along with others involving Vietnamese celebrities, highlights the public’s growing demand for transparency and accountability in celebrity-led humanitarian initiatives.

Case 2: Inflated receipts and backlash in digital philanthropy

The recent Typhoon Yagi, which devastated Vietnam’s northern mountainous regions, revealed a shift in donation patterns, with contributions and trust directed toward the state. Donations poured in, amassing approximately VND 1.65 trillion (~$66.9 million) through the Central Relief Mobilisation Committee of the Vietnam Fatherland Front (VFF). To ensure transparency, the VFF publicly disclosed 12,000 pages of bank statements from September 1 to 10, 2024. The detailed bank statements revealed that some individuals, including TikTokers, Facebook influencers, and YouTubers, had inflated their donation amounts through image editing of transaction receipts on their social media channels. Public backlash ensued as such dishonesty disrespected the grief and losses faced by affected communities.

As Lahiri (2024) observes, the act of donation can be a complex interplay of altruism and self-interest (p. 182). The cases under consideration not only involve legal wrongdoing; they also raise important ethical questions and governance challenges in the context of digital humanitarianism. 

Philanthro-capitalism and ‘imagined solidarity’

These cases align with concerns about philanthro-capitalism (Fejerskov, 2022) and celebrity humanitarianism (Brockington, 2014) cited in Roth, Purkayastha, & Denskus (2024, p. 6), where charity becomes a performative act benefiting the donors’ reputation. In an age where personal branding is a livelihood strategy for some, this shift risks promoting superficial engagement over ethical, grassroots humanitarianism. As Lahiri (2024, p. 182) reflects via Richey (2018), digital technologies encourage a care imperative that, over time, devolves into “clicktivism” and individualistic humanitarianism. This creates an ‘imagined solidarity’ that neglects systemic inequities, reinforcing capitalist approaches to humanitarian crises (Roth, Purkayastha, & Denskus, 2024, p. 6). Moreover, celebrities attract vast amounts of donations due to their visibility, often sidelining grassroots or less-visible efforts. 

The impact of digital platforms in humanitarianism

Digital platforms have undeniably enhanced the coordination and reach of citizen aid, enabling rapid mobilization of resources and connecting distant actors (Lahiri, 2024, p. 180). For instance, singer Thuy Tien successfully used such platforms to secure substantial donations and deliver immediate relief, exemplifying citizen groups’ ability to address gaps in government-provided services (Lahiri, 2024, p. 179). However, a balance between professional expertise and spontaneous altruistic acts is crucial for effective humanitarian response (Stroup, 2024, p. 116). Given the lack of formal training in humanitarian work, celebrities may encounter difficulties in effectively managing large-scale donations, particularly when facilitated by the rapid and accessible nature of digital platforms. Without proper training or understanding, well-intentioned efforts can foster inadvertently hinder effective relief (Stroup, 2024, p. 117). Futhermore, digital platforms can foster a new generation of ‘laptop humanitarians’ (Richey, 2018) who may overlook the significance of fostering genuine solidarity and understanding with the affected communities (Lahiri, 2024, p. 182).

Legal and cultural gaps in humanitarian accountability

While flaws in the actions of certain celebrities and young influencers are evident, it’s essential to consider systemic issues contributing to these problems. For instance, Vietnam’s legal framework, such as Decree 64/2008, lacks regulations for individuals engaged in charitable activities, leaving gaps in accountability and transparency. Recent efforts of the Ministry of Finance to include specific regulations for individual charity activities by requiring individuals to report their fundraising efforts are a positive step. In the second case, the prevalence of “fake receipts” raises questions about societal norms that promote superficial compassion for the ‘suffering of distant others’ (Boltanski, 1999) and a culture of achieving status through performative acts on social media. This approach risks distorting the true needs of affected communities, where the focus shifted from systemic disaster recovery to individual actions. 

In conclusion, while celebrity and influencer-driven charity often brings visibility and resources to crises, their transient involvement risks overshadowing the deeper, structural issues of inequality and long-term support systems. Like butterflies that briefly alight before moving on, ‘fleeting altruists’ may inadvertently reduce complex crises to temporary spectacles (Stroup, 2024, 116). The challenge lies in fostering a culture of accountability, transparency, and sustained commitment to addressing both immediate and systemic needs. Humanitarianism, when grounded in genuine solidarity and ethical engagement, holds the potential to not only alleviate suffering but also confront the inequalities at its root. Recognizing and moving beyond fleeting altruism is essential for ensuring that aid efforts truly serve those most in need.

Chi Duong

References 

Boltanski, L. (1999). Distant Suffering: Morality, Media and Politics. Cambridge: Cambridge University Press.

Lahiri, S. C. (2024). Citizen’s groups and grassroots humanitarianism. In Handbook on Humanitarianism and Inequality (pp. 178-191). Edward Elgar Publishing Limited.

Nhan Dan Newspaper. (2023, October 26). Vietnam Fatherland Front discloses bank account statements on donations to storm-hit people. Nhandan.vn [English]. https://en.nhandan.vn/vietnam-fatherland-front-discloses-bank-account-statements-on-donations-to-storm-hit-people-post139205.html

Roth, S., Purkayastha, B., & Denskus, T. (2024). Introduction: Humanitarianism and inequality – A re-orientation. In Handbook on Humanitarianism and Inequality (pp. 1-19). Edward Elgar Publishing Limited.

Stroup, S. S. (2024). Humanitarian organisations: Behemoths and butterflies. In Handbook on Humanitarianism and Inequality (pp. 108-124). Edward Elgar Publishing Limited.

Talhouk, R., Kelman, I., & Meriläinen, E. (2024). Humanitarian technologies. In Handbook on Humanitarianism and Inequality (pp. 308-322). Edward Elgar Publishing Limited.

Vietnam News. (2023, August 22). Celebrities and charity scandals and legal gaps. Retrieved November 24, 2024, from https://vietnamnet.vn/en/celebrities-and-charity-scandals-and-legal-gaps-774052.html

Vietnam News. (2023, November 19). Viet Nam Fatherland Front Central Committee receives VND1.65 trillion in typhoon Molave relief aid. Retrieved November 24, 2024, from https://vietnamnews.vn/society/1663556/viet-nam-fatherland-front-central-committee-receives-vnd1-65-trillion-in-typhoon-yagi.html

VnExpress International. (2022, April 06). Philanthropy minus transparency equals loss of trust, celebrities discover. Retrieved November 24, 2024, from https://e.vnexpress.net/news/life/arts/philanthropy-minus-transparency-equals-loss-of-trust-celebrities-discover-4284068.html

VnExpress International. (2022, May 17). Vietnamese celebs face scandal over philanthropy. Retrieved November 24, 2024, from https://e.vnexpress.net/news/life/trend/vietnamese-celebs-face-scandal-over-philanthropy-4355786.html