What makes the giant panda a celebrity?

Abstract

ABSTRACT Research indicates that animal celebrities and celebrity species emerge from the accumulation of lively capital in capitalism. This paper examines this notion through a survey of 1962 Chinese participants who visited giant pandas in Chengdu, China. The empirical investigation of 12 factors that determine panda celebrity – cuteness, aggressive behaviour, intelligence, human-animal interaction, degree of freedom, relationship to traditional Chinese culture, relationship to national identity, pet ownership, willingness to donate, willingness to learn, social context, and preference – indicates that capitalism governs the construction of animal celebrity in contemporary Chinese society. While survey participants believed they already knew and preferred the panda celebrity over other animals, they are motivated to establish stronger relationships with the giant panda through knowledge creation, donation, and pet ownership. Despite the established approach to wildlife in China, the study shows that celebrity species such as the giant panda have also been marketed through the notion of lively capital. This study advocates for additional research into the construction and accumulation of lively capital as the key to demonstrating greater appreciation for the distinctive roles that animals play in society.