Explain with reference to at least two celebrity figures.” Introduction In today''''s hyperconnected and media-saturated world, celebrities have become more than just individuals in the pub
Trang 1FACULTY OF INTERNATIONAL COMMUNICATION AND CULTURE -
FINAL ESSAY T TUAL ANALYSIS – EXPOPULAR MEDIA CULTURE
ESSAY TOPIC 3:
“Celebrities aren’t people, they are “meaning systems How and why do ”celebrities contribute to the cultural power of commodities?”
Explain with reference to at least two celebrity figures ”
Lecturer : Dr Vu Tuan Anh Class : TT47A2 Student : Sam Huu Thiep Student ID : TT47A10577
Ha Noi 2023 ,
Trang 2Sam Huu Thiep Dr Vu Tuan Anh
MDIA 103: Popular Media Culture 09 June 2023
“Celebrities aren’t people, they are “meaning systems” How and why do celebrities contribute to the cultural power of commodities?” Explain with
reference to at least two celebrity figures.” Introduction
In today's hyperconnected and media-saturated world, celebrities have become more than just individuals in the public eye; they have evolved into powerful "meaning systems'' that contribute significantly to the cultural power of commodities This essay aims to delve into the mechanisms through which celebrities shape and influence the cultural power of commodities, exploring how their status as symbolic figures drives consumer behavior and shapes popular culture
The connection between Celebrification and Commodities
The relationship between celebrities and commodities is multifaceted and has evolved significantly in recent years Celebrities have become commodities themselves, with their fame and personal brand being bought and sold in various ways Additionally, celebrities often endorse or promote commodities, leveraging their influence to generate consumer interest and drive sales This interplay between celebrities and commodities is influenced by factors such as globalization, social media, and consumer culture
Firstly, celebrities have become commodities in their own right They are treated as marketable products that can be bought, sold, and traded The commodification of celebrities is evident in various aspects of their lives, including endorsements, appearances, and licensing deals Companies and brands capitalize on the fame, popularity, and perceived value of celebrities to enhance their own products or services For example, a fashion brand may collaborate with a
Trang 3celebrity to create a clothing line bearing their name or image This association with a famous figure helps to increase the desirability and perceived value of the products
Moreover, celebrities often serve as endorsers or promoters of commodities Their influential status allows them to sway consumer behavior and shape consumer perceptions Celebrity endorsements have been a popular marketing strategy for decades, but the rise of social media has amplified their reach and impact Social media influencers, who are often celebrities in their own right, collaborate with brands to promote products to their followers These endorsements can range from subtle product placements in social media posts to full-fledged advertising campaigns The goal is to leverage the trust, admiration, and aspirational qualities associated with celebrities to encourage consumers to purchase the endorsed products
The relationship between celebrities and commodities is not limited to commercial goods Celebrities also play a role in the realm of social causes and activism They use their platform and visibility to raise awareness about various issues and support charitable endeavors The involvement of celebrities in international affairs, humanitarian initiatives, and sustainability campaigns has become a topic of debate and discussion While their involvement can bring attention to important causes, it can also be criticized for being superficial or misguided Celebrities have the power to shape public opinion and influence policy discussions, but their impact and effectiveness in these areas are subjects of ongoing analysis and scrutiny Globalization has played a significant role in shaping the relationship between celebrities and commodities The reach and influence of celebrities have expanded beyond national borders, with celebrities from different countries gaining international recognition and fan bases This global appeal opens up opportunities for cross-cultural endorsements and collaborations, allowing celebrities to become global brand ambassadors The internationalization of celebrity
Trang 4studies reflects this trend, with scholars increasingly focusing on the study of celebrities in different cultural contexts, including Asia1
In conclusion, the relationship between celebrities and commodities is complex and multi-dimensional Celebrities themselves have become commodities, with their fame and personal brand being bought and sold They also serve as endorsers and promoters of commodities, leveraging their influence to drive consumer interest and sales The globalization of celebrity culture and the rise of social media have further shaped this relationship, expanding the reach and impact of celebrity endorsements and collaborations However, the involvement of celebrities in social causes and international affairs also raises questions and debates about their influence and effectiveness The study of celebrities and their relationship with commodities continues to evolve as scholars explore the diverse aspects and implications of this phenomenon
Celebrities as “meaning systems”
Celebrities are often seen as more than just individuals; they are considered "meaning systems" that contribute to the cultural power of commodities This phenomenon can be understood by examining the concept of commodification of celebrity and its relationship to cultural economy and power
● The commodified celebrity-self: Industrialized agency and the persona system: P David Marshall, a professor and expert in new media, communication, and cultural studies, has extensively researched the public personality system and celebrity culture According to Marshall, celebrities embody a particular image or persona that is constructed and managed by various stakeholders, including media, public relations, and marketing professionals These constructed personas are strategically aligned with the values and
Ntloedibe-Kuswani, G., & Kasanga, L A (2021) Theorising the Influences of Social Media on Celebrity Culture: Perspectives
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● The geography of celebrity and glamour: Reflections on economy, culture, and space: This paper highlights the symbiotic relationship between the cultural economy, celebrity, and glamour It discusses the commodification of celebrity and its trappings, as well as the democratization of celebrity across the globe The logic of commercialized cultural production, along with localized scenes, fandom, and specific economic and cultural infrastructure, contributes to the creation of meaning and value around celebrities3 ● Celebrity and Power: Fame in Contemporary Culture: This book by P David Marshall
explores the relationship between celebrity and power in contemporary society Marshall argues that celebrities have become central figures in shaping cultural meaning and influencing public opinion Their endorsement of commodities, brands, and cultural products adds value and status to these goods, making them more desirable and culturally significant4
● The Celebritization of Society and Culture: Understanding the Structural Dynamics of Celebrity Culture: This article distinguishes between "celebrification" and "celebritization" to explain the growing prominence of celebrities in society and culture Celebrification refers to the transformation of ordinary people and public figures into celebrities, while celebritization captures the meta-process of celebrity culture's
Ağaoğlu, E., & Argan, M (2021) Cultural Capital of Celebrity: An Investigation of Turkey Celebrity Studies, 12(2), 176-190 doi:
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● The Power of Celebrity: The Evolution of Celebrity Culture: Celebrities have gained increasing importance in modern culture, serving as arbiters of taste, morality, and public opinion The launch of celebrity magazines, such as Hello!, contributed to the emergence of modern celebrity culture Celebrities possess a "halo effect," which grants them an aura of trustworthiness and influence beyond their expertise Their endorsement and association with commodities contribute to the cultural power and desirability of these products6
In summary, celebrities are considered "meaning systems" that contribute to the cultural power of commodities due to the commodification of their personas, the association between celebrities and cultural economy, and the influence they wield as cultural influencers The constructed personas and endorsement of celebrities add value and desirability to commodities, making them culturally significant and enhancing their market appeal
The concept of “Celebrity capital”
Celebrities have a significant impact on contemporary society, extending their influence beyond their personal identities They represent a set of meanings, values, and aspirations that consumers associate with specific products, resulting in a cultural power that enhances the desirability and marketability of those commodities This phenomenon has garnered substantial
Gelder, K., & Thornton, S (2014) The Celebritization of Society and Culture: Understanding the Structural Dynamics of Celebrity Culture In Celebrity Culture: Second Edition (pp 1-19) New York: Routledge Retrieved from ResearchGate: https://www.researchgate.net/publication/258378019_The_Celebritization_of_Society_and_Culture_Understanding_the_Structural_Dynamics_of_Celebrity_Culture
Euromonitor International (2017) The Power of Celebrity Part 2: The Evolution of Celebrity Culture Euromonitor Passport Retrieved from Euromonitor: https://www.euromonitor.com/article/the-power-of-celebrity-part-2-the-evolution- -celebrity-of
Trang 7academic attention, and various theories and frameworks shed light on the relationship between celebrities and commodities
One approach to understanding this phenomenon is through the concept of "celebrity capital." According to David Marshall's research, celebrity capital refers to the accumulated media visibility of celebrities that arises from recurrent media representations7 This visibility transforms celebrities into cultural resources that can be leveraged to promote products and shape consumer behaviors Celebrities possess symbolic and social capital, enabling them to influence consumer choices and create trends Their endorsement or association with a specific brand adds social value and meaning to the product, making it more appealing to consumers The concept of celebrity capital highlights the significant role celebrities play in contemporary consumer culture Celebrities are more than just individuals; they become cultural icons and symbols of aspiration Consumers often associate certain qualities, such as attractiveness, success, or talent, with specific celebrities When these celebrities endorse or align themselves with products, they transfer their symbolic and social capital to those commodities, making them more desirable to consumers
Celebrity endorsements have become a prevalent marketing strategy across various industries Companies recognize the power of celebrities to capture attention, create brand awareness, and influence consumer behavior By associating their products with celebrities, brands tap into the celebrity's existing fan base and appeal, leveraging their influence to promote their offerings This strategy can significantly enhance a product's marketability and increase its desirability among consumers
Holmes, D., & Redmond, S (2013) Celebrity Capital: Redefining Celebrity Using Field Theory Celebrity Studies, 4(3), 355-375
Trang 8Moreover, the influence of celebrities extends beyond traditional advertising With the rise of social media, celebrities have direct access to their followers, enabling them to shape consumer behavior through personal endorsements and product placements Social media platforms provide a space for celebrities to showcase their lifestyles, preferences, and consumption habits, creating a sense of intimacy and authenticity with their audience When celebrities endorse products on social media, it feels more personal and relatable, further influencing consumer choices
However, the relationship between celebrities and commodities is not without its complexities The effectiveness of celebrity endorsements depends on various factors, including the celebrity's credibility, relevance to the product, and the alignment of values between the celebrity and the brand Consumers are increasingly becoming discerning about the authenticity of endorsements and can perceive inauthentic or insincere associations Brands must carefully select celebrities whose image and values align with their offerings to maintain credibility and enhance consumer trust
Furthermore, the concept of celebrity capital raises questions about the societal impact of celebrity culture Some critics argue that the excessive focus on celebrities and their endorsements perpetuates materialism and consumerism, emphasizing the importance of superficial qualities over substance They suggest that the influence of celebrities on consumer choices can lead to irrational or impulsive buying behavior, potentially fueling debt and dissatisfaction
From Sports to Technology: Naomi Osaka and Elon Musk's Impact on the Cultural Perception of Commodities
Naomi Osaka, a professional tennis player, exemplifies the role of celebrities in contributing to the cultural power of commodities Osaka's success and public persona have made her a prominent figure in both the sports and entertainment industries Moreover, she actively
Trang 9engages in social and political activism, particularly in the realm of criminal justice reform8 By leveraging her celebrity status, Osaka has become a powerful agent for change and a symbol of empowerment, resonating with consumers who aspire to those values
Companies recognize the cultural power Osaka embodies and capitalize on her influence to promote their commodities For example, her endorsement deals with sportswear brands like Nike and luxury fashion houses like Louis Vuitton not only elevate their products but also align them with Osaka's image of athleticism, elegance, and social impact This association taps into the desires and aspirations of consumers who seek to embody those qualities, effectively harnessing the cultural power of Osaka's celebrity status
Another celebrity figure significantly contributing to the cultural power of commodities is Elon Musk, the CEO of Tesla and SpaceX Musk's celebrity status transcends his achievements in business and technology He embodies a visionary image of entrepreneurship, innovation, and futurism, garnering a massive following and cultural influence Musk's charismatic persona and unconventional approach have made him an icon of the modern tech industry
The cultural power of commodities is evident in Musk's influence on the electric vehicle (EV) market Through his association with Tesla, Musk has transformed the perception of EVs from niche alternatives to mainstream symbols of sustainability, technological advancement, and luxury Tesla's vehicles have become highly coveted commodities, not only for their innovative features but also for the cultural meanings attached to them Musk's celebrity status plays a pivotal role in shaping consumer perceptions and desires, driving the demand for Tesla cars and solidifying their position as cultural status symbols
Musk's influence extends beyond the automotive industry His involvement in space exploration with SpaceX and his visionary projects like Neuralink and The Boring Company also contribute to
King, D (2013) The Affective Economy of Celebrity Media, Culture & Society, 35(6), 783-799 doi:
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These examples demonstrate how celebrities, such as Charli D'Amelio and Dwayne Johnson, possess celebrity capital that can be leveraged to promote products and shape consumer behavior Through their endorsements and associations with specific brands, they transfer their symbolic and social capital to those commodities, making them more desirable and marketable It's important to note that the effectiveness of celebrity endorsements depends on factors such as the celebrity's credibility, relevance to the product, and alignment of values between the celebrity and the brand9 Consumers are increasingly discerning about the authenticity of endorsements and can perceive inauthentic or insincere associations Therefore, brands must carefully select celebrities whose image and values align with their offerings to maintain credibility and enhance consumer trust
While celebrity endorsements have become a prevalent marketing strategy across various industries, the relationship between celebrities and commodities is not without complexities Critics argue that the excessive focus on celebrities and their endorsements perpetuates materialism and consumerism, emphasizing the importance of superficial qualities over substance They suggest that the influence of celebrities on consumer choices can lead to irrational or impulsive buying behavior, potentially fueling debt and dissatisfaction
Pappas, N (2019) The Power of Celebrity: A Review of Celebrity Culture, Fame Aspirations, and Consumer Behavior