Defining a celebrity in today’s
specular society can prove to be a difficult task. Between singers, actors and
actresses, TV personalities, journalists, YouTube sensations and, in this case,
politicians, the term ‘celebrity’ can adopt a range of definitions. Marshall
outlines a celebrity as "a particularly powerful
and persuasive trope for contemporary culture" (Marshall, 2013).
This definition can alter the interpretation of a ‘traditional’ celebrity and
the major characteristics of them, making the classification of these individuals
very broad. However, it is these two characteristics – powerful and persuasive-
that highlights the effects these individuals have on society and thus adheres
to the title of a celebrity.
Nonetheless,
alternative definitions have arisen in today’s era and consequently a change of
characteristics that make celebrities celebrities have surmounted because of the
surge of the specular economy.
The specular economy
can be defined as “a two-way mirror projection on to the
screen and the circulation of and interaction with those images and texts into
the wider world” (Marshall, 2010). The rise in social media has resulted in a
change of celebrity behavior. Celebrities now hold the power in the world of
the media. The paparazzi have always “…been about revealing
something private to uncover a hidden truth about the individual beyond their
image” (Marshall, 2010), however the power has changed and now celebrities are
creating their own image through the construction of their identity on social
media sites. The specular economy has now developed so that “the technology now
affords and privileges the interaction and exchange between and among users” (Marshall,
2010).
It is through Barack
Obama’s 2008 electoral campaign that the power of social media and its two-way
communication really justifies its influence and prevalence in society. Although
Obama may not be a fame grabbing, ‘traditional’ celebrity, his power and
persuasion alongside being the first African American in power, and thus a
revolutionary president for the United States, means he could be considered a
‘celebrity’.
Obama’s
first electoral campaign saw to a victory and this could be attributed to his
social media activity during this time. He hired 100 extra staff to monitor and
control his online presence in an effort to gain a following through the “…technologically savvy Millennial
generation of 18-24 year olds”, (Hendricks, J A 2010). He used Twitter and Facebook “…strategically and dynamically to
motivate, involve, and generate enthusiasm among the electorate during the 2008
campaign…” (Hendricks, J
A 2010). This strategic capacity to reach out to the most technological
demographic equated to a victory for Obama. It is through this victory that the
power of digital media unveils. He formed an identity that was no longer
controlled by the representational media, which can be defined as “large
public and private media corporations” (Marshall, 2013). Obama’s identity was
not left to be created or destroyed by the American media, instead he used the
power of the specular economy and its appeal to individualisation and
personalisation to build a distinctive personality that was well-known and respected
throughout the US.
Obama bridged the gap
between the public and private sphere and subsequently produced a positive and
profound result from the use of social media. Combined with the amounting
specular economy and its ripple effect, social media provides an opportunity to
develop constructive personal presentations.
Pop-culture
celebrities whose career relies on the following of impressionable youths and
young adults pose a threat to personal representation in the specular economy. The
versatile platform that is social media is allowing celebrities to display themselves
in scandalous and imposing lights. Some celebrities have continued to
illustrate their glorified lifestyles through their social media accounts. Certain
celebrities have not taken advantage of the self-promoting social media allows,
but have instead continued to show their large and exuberant lifestyles.
Today’s celebrities
live in a time and society in which they can choose to control their own identities
to the public, this is called the presentational media. Marshall defines this
as “identifying media that is performed, produced and exhibited by the
individual or other collectives” (Marshall, 2013). It is for this reason that
celebrities, particularly of the pop-culture genre should use this as a way to elicit
a positive and respectful personality. However, in some instances, this is not
the case. Celebrities are finding themselves at the forefront of social media scandals,
which are proving to be detrimental to their image. Alongside their image, the
specular economy is at risk. The youth of today are becoming more and more
reliant and entwined in the community that is social media. Celebrity news and
gossip is easily accessible to the world and consequently the susceptible society
is vulnerable to cultural trends and morals established by celebrities. Marshall
believes that celebrity lifestyles and scandals are changing trends of
behaviour in society. He states “in this democratisation of public personal revelation,
it has changed the inherent value of celebrity discourse in the now surplus of
available images and potentially salacious stories emerging in public online
ways through millions of users” (Marshall, 2010). Digital media is providing
enhanced elements of news, or, alternatively, celebrity scandals. Images and
videos and the method in which they are disseminated are proving to be very
powerful and persuasive. Advanced exhibitions of insights into celebrity lives
and the speed at which this news can now travel is attesting to be more
influential than ever before.
For
example, Miley Cyrus’ recent behaviour in public and also ‘private’ (although
displayed on her own Twitter account) shows how easily the specular economy can
be persuaded. Her obvious change in attitude has been a hot topic in the media,
however it this publicity that is intensifying her unconstructive image. She is
now a known public figure, although for bad reasons, she still has potential to
infringe upon the youth of today. Previously known as Hannah Montana, children’s
awareness of her mediocre behaviour is causing uproar. She used to be a role
model to young girls, but now her sexual, and at times almost pornographic film
clips that are easily accessible on YouTube are proving to be damaging to her
identity.
However, it is not
Miley that is most at risk, it is the specular economy that follows and adores
her persona. Celebrities should hold a sense of moral obligation. They are
public figures that set trends and “describe significance and value in
contemporary culture” (Marshall, 2013). Conversely, these actions can set “long-term
trends and developments that are at play more pervasively in our culture”
(Marshall 2013). Her current personal image is built on scandals and
controversies, which can disintegrate into society through the flows and scapes
of globalisation.
Stemming on from the
negative effects of celebrities and their change in ideals since the rise of
social media is the broader implications that this online platform has established
in society. The exclusivity and the way in which people present themselves
online have changed society’s morale. A user of social media is asked to
“respond to friend requests. And in other instances, we can defriend, or ignore
or banish friend requests” (Marshall, 2013). The exclusivity of these actions is
bound to hinder the morals and actions of the broader community, not to mention
the way in which we interact with each other as a result.
Social media is
changing the priorities of the community. Personal image and how this is
displayed through audio and visual on the Internet has become of primary
importance to the specular economy. In this day and age, individuality and
individualisation is a common desire for a person. Expression of self is being
sought after by consumption of digital media. From “the amazing variety of
mobile phones further differentiated by covers and add-ons… to the
differentiated toothbrush and its variation of design in battery-powered
structures; from the expansion of ‘expression’ and ‘desire’ as represented by
the expansion of television channels to the differentiation of use of
television from video games to personal home video” (Marshall, 2013), shows how
society accentuates their unique identities through consumerism.
An example of
societies confusion in relation to priorities is Ashton Kutcher’s succession of
Twitter followers. As stated by Marshall, “Ashton Kutcher famously ‘raced’ CNN
to surpass a million followers … on Twitter in 2009” (Marshall, 2010). This
milestone for an individual has become a fact that reiterates the importance of
celebrity stardom to the specular society, rather than news reporting regarding
pressing world issues. This shift in priorities has the potential to corrupt
society and its morals.
In conclusion,
celebrities have an influence over specular society to create a profound impact
via social media platforms. Alternatively, it is also this influence that can
be a detriment. Envisioned through the comparison of Barack Obama and Miley
Cyrus, the outcomes of social media can be positive and negative respectively. However,
it is the negative personal portrayal of significant celebrity figures that
also have the potential to inflict broader moral implications on society.
References
Hendricks
J. A. 2010 Communicator-In-Chief: How Barack Obama used new media technology
to win the White House. United Kingdom: Lexington Books. p.xi-19.
Marshall P. D. 2010,
‘The Specular Economy’, Society, vol.
47, pp 498-502
Marshall P. D. 2013,
Persona Studeis: mapping the proliferation of the public self, Journalism, June 4, online edition.
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