[[{"type":"media","view_mode":"media_large","fid":"212","attributes":{"alt":"","class":"media-image","height":"480","style":"width: 339px; height: 480px; margin-left: 9px; margin-right: 9px; float: left;","typeof":"foaf:Image","width":"339"}}]]In each field, there are people who are coming out of the ordinary by showing difference with their exploits, specific qualities or skills; this makes them opinion leaders capable of being used by companies or organizations for communication of their messages towards their target. That is why surveys on most preferred celebrities are interesting advertisers and communication agencies which are usually looking for celebrities to associate to their brands or communication campaigns to better communicate their messages.

Given the context of globalization and/or penetration of foreign media into DR Congo, survey on celebrities is also opened to foreign celebrities with a view to assessing the impact of foreign stars/celebrities on Congolese public opinion in general and Kinshasa people in particular. Interviews have been carried out from 11 to 13 January 2013 towards a representative sample of Kinshasa people (1,000 respondents according to methods of quotas for age, sex, occupation and municipality of residence). Five fields have been considered for the said survey, especially media, music, sports, cinema/dramas and advertisement.

Results analysis reveals that except for sport field where one can see the soccer players Lionel Messi and Cristiano Ronaldo, the top 3 of celebrities of all fields are crammed with Congolese celebrities.

Kinshasa people preferences related to media celebrities are mainly directed to those of Congolese music columns; Papy MBOMA (presenter of Sunday TV programme called HD ELENGI on Congo Web TV) is at the top of ranking with 8%, followed by Paulin MUKENDI (presenter of TV programme Face B, 5%), followed by Marius MUHUNGA (presenter of Vodacom Superstar third Season) and Mariana (presenter of TV programme Big Love on Mirador TV) with respectively 4% each.

In music field, the head trio is composed of Werrason (13%), Koffi Olomide (11%) and Fally Ipupa (11%), before Mike Kalambay (7%) and Ferre Gola (6%).

Raking of preferred celebrities in sport field is essentially controlled by those of soccer player with the presence of 8 soccer players over 10 sportsmen coming at the top. Success of Champion’s league UEFA and Kinshasa people interest for European Football Championships thanks to satellite channels widely explained the choice of Lionel Messi and Cristiano Ronaldo in the first and third position with respectively 20% and 9% with TP MAZEMBE captain, the local player Trésor MPUTU that is at the second position with 19% comes between them.

For advertisement, we are witnessing a strong domination of comedians whereas Fiston Saï Sai is coming at the top of all reaching an overwhelming score of 53%, far above the comedian NGAFULAR (6%) and the Congolese musician Werrason (6%). It is Kinshasa people interest for comedy in commercial advertisement that can justify the choice of comedians in general and Fiston Saï Sai in particular.
As far as cinema is concerned, it is more popular drama comedians who are mostly named with successively ESOBE (19%), Fiston Saï Sai (11%), CALEB (6%), ELOMBE (6%) and Muyombe Gauche (5%).       

Who is the Congolese or foreign celebrity do you most appreciate in the following field?

1.  MEDIA

 please_click_here_for_detailed_results_per_age_sex_occupation_and_district.pdf