Over the past few years, Africa has become a primary site of attention for American celebrities. Actors like George Clooney and Don Cheadle have drawn significant attention to the Darfurt region of Sudan. Others, like Madonna and Angelina Jolie, have adopted African babies. Without question, such gestures not only provide direct relief and support to Africa, but also place a public spotlight on the continent and its problems.

Still, there’s something that bothers me about the recent Africa fad.

While I appreciate the work of artists like Bono, whose humanitarian efforts have raised money and awareness for HIV/AIDS relief organizations, other celebrities are beginning to use Africa as a publicity engine. Suddenly any star who wants to look hip, smart, conscious, and cosmopolitan takes a trip to Africa and snaps a photo with the “natives.”

Of course, one could argue that the intentions of, say, Brad Pitt are irrelevant in light of his contributions. After all, who cares about his motives if he adopts a kid and raises awareness about the large number of African children who are losing parents to AIDS? My worry, however, is that such acts are prompted by a paternalism (in Pitt’s case, a literal one) that undermines African agency and prosperity. Instead of advocating the development of infra-strutures for increased self-governance and self-reliance, these acts reinforce the dominant notion that Africa needs to be saved by White heroes.

Additionally, much of the philanthropic work being done obscures more profound and causal structural factors such as globalization, neo-liberalism, and environmental racism. For example, a few months ago everyone celebrated Jay-Z, whose trip to Africa prompted him to work with Kofi Annan and the United Nations in raising awareness about the global water crisis. At the press conference where he announced his advocacy tour, Jay-Z was asked about water privitization in Africa. He dismissed the question (as well as questions about the use of sweatshop labor for his clothing line) as “bureacracy” and relatively unimportant in relation to his mission. Unfortunately, this couldn’t be farther from the truth, given the vicious effect of privitization on the world’s poor. As such uninformed and irresponsible comments like Jay-Z’s make it more difficult for more engaged and committed activists to do their jobs.

Don’t get me wrong, I’m happy that people like Jigga are paying more than lip service to Africa and its people. It is critical, however, that we demand more than most are currently giving. After all, Africa will only be in style for a little longer.