By Mike Collett-White and Mabvuto Banda
LONDON/MPHANDULA, Malawi (Reuters) - Madonna feels responsible for the children of the world and has found herself a "big, big project" to help orphans in Malawi.
Gwyneth Paltrow declares "I am African" in a new advertisement for a charity working in Africa.
The continent has long been a favorite destination for celebrity campaigners, going back to 1954 when Danny Kaye became UNICEF's goodwill ambassador.
U2's Bono and fellow Irish rocker Bob Geldof are Africa veterans, and more recently Brad Pitt and Angelina Jolie have brought Hollywood gloss to the continent.
But the latest flood of stars searching for a good cause has prompted a collective groan in the press and among bloggers, as people question their methods and motives.
"We are on the verge of farcical at this point," said Michael Wolff, columnist for Vanity Fair, when asked about Africa's popularity among famous performers.
"This has become just a part of the public relations play book. Everybody has a PR person and every PR person says 'which country do you want to adopt?'."
Aid groups hit back, blaming the media for creating the cult of celebrity in the first place and arguing that by discouraging stars from adopting good causes they are endangering vulnerable people's lives.