Project Proposal BCM212
As of late I’ve been enwrapped in the current #FreeBritney movement, I’ve watched the recent documentary, Framing Britney Spears (2021), as well as a 6-part YouTube series on the topic and I’ve felt shock, devastation and even guilt at the treatment of Britney Spears over the span of her career. Moving forward from this current interest of mine, I was intrigued by the idea of celebrity culture and how a figure like Britney Spears could spur a huge movement without being directly involved.
As a starting point I polled my fellow BCM212 classmates on their thoughts regarding celebrities. My first poll asked whether people idolised celebrities/influencers, which resulted in the majority leaning to the affirmative. I conducted several other polls to figure out which area would be relevant to move forward with, one about people’s interest in celebrity gossip (which was tied on all options) and another about celebrity influence where the responses seemed divided but always had an indicator of some sort of prominent influence.
With this in mind, I decided to conduct my research project on how we are influenced by the celebrities we consume. Whether this be a political stance or involvement in a social issue or movement, the Spears case demonstrates that celebrity can provoke a movement and I’m curious to discover how and why that influence occurs.
There is a bountiful amount of research regarding celebrity culture and its impact on consumers ranging from fan attachment and role models to celebrity brand endorsements and constructed personas. Graeme Turner (2013, p. 121-126) gives an overarching insight into understanding the theories surrounding celebrity culture, discussing the role of celebrity, different celebrity audience types and highlights that the consumption of celebrity doesn’t have to be of celebrity worship or admiration for there to be celebrity influence. The consumption of celebrity is stated as “highly individualised” with consumers selecting their favoured “personalities” and attributes” to decide which celebrity content to consume (Turner 2013, 121).
However, the reason for consumption can vary, there are those who accept celebrity news as truth and others that are aware of the fabrication in celebrity culture by the media industry and consume it regardless (Turner 2013, 121). Turner (2013, p. 126-131) gives an intriguing insight into the influence of celebrity not being limited to that of fandoms but also to those who enjoy discussion around the culture and the community that can create. Similarly, Lindenberg et al. (2011, p. 100) discusses that “majority of people are not strongly identified with celebrities but are “spectators” who are influenced by them.” The effect of such influence that can be affirmed already held beliefs, I attribute myself to this effect during last year when I learnt more about feminism and as a result change my celebrity consumption to include openly feminist media influencers like Florence Given and Flex Mami.
Celebrities have the tools to influence “attitudes and beliefs in the audience” and act as role models (this is if they are still credible and haven’t been cancelled) (Lindenberg et al. 2011, p. 99). In social movements “celebrities carry a spotlight with them” that can spread awareness on an issue due to their high-status (Gamson & Meyer 1995, p.185). This status of celebrities as role models was very interesting to me, fans can look to celebrities as a source of aspiration. Identification with a celebrity creates a sense of attainability for self-improvement and goal achievement (Moraes et al. 2019, p. 1167-1169). Upon further research the development of celebrity culture due to social media stood out as a key element in changing the definition of celebrity today and their increased influence due to accessibility. Exploring this new two-sided para-social relationship between celebrities and consumers is something I intend to explore in my research for understanding the influence celebrities hold in our current digital age (Moraes et al. 2019, p. 1174-1175).
The extensive research I’ve found on this topic accompanied by my cohort’s interest in celebrities as role models has encouraged me to research the topic of how we are influenced by the celebrities we consume. Due to the development of celebrity culture through the rise of social media, this topic is relevant as celebrities have become prominent figures of idolisation for future career paths and lifestyles. I look forward to researching for extensively into this topic and developing a more specific argument.
Reference List
Betancourt, B 2021, ‘Why Longtime Britney Spears Fans are Demanding to #FreeBritney’, Harper’s Bazaar, 3 March, viewed 21 March 2021, <https://www.harpersbazaar.com/celebrity/latest/a34113034/why-longtime-britney-spears-fans-are-demanding-to-freebritney/>.
Framing Britney Spears 2021, documentary, The New York Times Presents, United States.
Lindenberg, S., Joly J.F & Staple, D.A 2011, ‘The Norm-Activating Power of Celebrity: The Dynamics of Success and Influence”, Social Psychology Quarterly, vol. 74, no. 1, pp. 98-120.
Meyer, DS & Gamson J 1995, ‘The Challenge of Cultural Elites: Celebrities and Social Movements’, Social Inquiry, vol. 65, no.2, pp. 181-206.
Moraes, M., Gountas, J., Gountas, S., Sharma, P 2019, ‘Celebrity Influences on Consumer Decision Making: New Insights and Research Directions, Journal of Marketing Management, vol. 35, pp. 1159-1192.
Stever, GS & Stever, GS 2011, ‘Fan Behavior and Lifespan Development Theory: Explaining Para-social and Social Attachment to Celebrities’ , Journal of Adult Development, vol. 18, no. 1 pp. 1-7.
Turner, G 2013, Understanding Celebrity, SAGE Publications, London.
Hallie Rutter 
Leave a comment