Marketing and the cultural production of celebrity in the era of media convergence

Hackley, Chris; Hackley, Rungpaka Amy

doi:10.1080/0267257x.2014.1000940

Cited by 49 publications

(43 citation statements)

References 35 publications

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“…Through their exceptional characteristics and through the resulting media interest, these individuals then have the potential to work as role models for a wide variety of consumers (e.g. Hackley and Hackley 2015).…”

Section: Introductionmentioning

confidence: 99%

Dynamics of positive deviance in destigmatisation: celebrities and the media in the rise of veganism

Lundahl

2018

Consumption Markets & Culture

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How is positive deviance utilised by the news media in the destigmatisation of a consumption practice? I study this question in the context of veganism through critically informed frame analysis of a major British newspaper, the Daily Mail. This context is ideal for such an analysis as the image of veganism has been transformed in the recent years from a stigmatised lifestyle to a normalised, healthy diet. Furthermore, this transformation has particularly taken place through celebrities, who are conceptualised as positive deviants. I then develop a discursive framing perspective of the role of media in the destigmatisation process of a consumption practice. The resulting framework shows how media can use positive deviance in destigmatisation by managing both the boundaries of the stigmatised practice and the dynamics of positive deviancy. Moreover, this framework contextualises the different frames in terms of the organisational, institutional, and national context as well as macro-level ideologies.

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Section: Introductionmentioning

confidence: 99%

Dynamics of positive deviance in destigmatisation: celebrities and the media in the rise of veganism

Lundahl

2018

Consumption Markets & Culture

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“…Social cognitive theory [24] would assert that these findings are likely due to children viewing influencers as role models to learn appropriate behaviors. Consistent with this theory, research shows that children prefer celebrity-endorsed HFSS products and brands [25][26][27][28]. Alternatively, source credibility theory asserts that if an endorser is perceived to be a credible source of information then consumers will likely develop a positive attitude towards the promoted product [29][30][31].…”

mentioning

confidence: 99%

“It’s Just Addictive People That Make Addictive Videos”: Children’s Understanding of and Attitudes towards Influencer Marketing of Food and Beverages by YouTube Video Bloggers

Coates

Hardman

Halford

et al. 2020

IJERPH

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Exposure to influencer marketing of foods and beverages high in fat, sugar, and/or salt (HFSS) increases children’s immediate intake. This study qualitatively explored children’s understanding of, and attitudes towards, this marketing, to elucidate potential mechanisms through which exposure affects behavior. In six focus groups (n = 4) children (10–11 years) were shown a YouTube video featuring influencer marketing of an HFSS product. Inductive thematic analysis identified six themes from children’s discussions of this marketing: (1) YouTubers fill a gap in children’s lives, (2) the accessibility of YouTubers increases children’s understanding of their actions, (3) influencer marketing impacts all—the influencer, the brand, and the viewer, (4) attitudes towards influencer marketing are most affected by a YouTuber’s familiarity, (5) YouTuber influencer marketing is effective because they are not ‘strangers’, (6) children feel able to resist influencer marketing of HFSS products. Children had an understanding of the persuasive intent of this marketing, and although most were sceptical, familiar YouTubers elicited particularly sympathetic attitudes. Children felt affected by influencer marketing of HFSS products, but believed they were able to resist it. Beyond theoretical insight, this study adds to the growing body of evidence to suggest children’s exposure to HFSS influencer marketing should be reduced.

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“…The currency of celebrity may be devalued given the huge increase in the production of celebrities to serve marketing ends (Hackley and Hackley, 2015) but this ostensible democratisation of celebrity (Driessens, 2013) is key to the cultural dynamic of the selfie.…”

Section: Celebrity Sellsmentioning

confidence: 99%

Implications of the selfie for marketing management practice in the era of celebrity

Hackley

Hackley²,

Bassiouni

2018

MIP

Self Cite

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Structured AbstractCategory: Conceptual paper Purpose This conceptual paper explores the implications of the selfie for marketing management in the era of celebrity. The purpose is to show that the facilitation of the creative performance of consumer identity is a key element of the marketing management task for the media convergence era. ApproachThe paper uses the selfie, the picture of oneself taken by oneself, as a metaphor to develop a conceptual exploration of the nature of marketing in the light of the dominance of celebrity and entertainment in contemporary media and entertainment. Findings 2The paper suggests that marketing management in the era of convergence should facilitate consumers' identity projects through participatory initiatives. Marketers must furnish and facilitate not only the props for consumers mediated identity performances, but also the scripts, sets and scenes, plot devices, cinematographic and other visual techniques, costumes, looks, movements, characterizations and narratives. Research limitations/implicationsThis is a conceptual paper that sketches out the beginning of a re-framed, communicationfocused vision of marketing management in the era of media convergence. Practical implicationsMarketing managers can benefit from thinking about consumer marketing as the stage management of consumer visual, physical, virtual, sensory and psychic environments that enable consumers to actively participate in celebrity culture. Originality/valueThis paper suggests ways in which marketing practice can emerge from its pre-digital frame to embrace the new digital cultures of consumption. management practice has been under-explored and we conduct a conceptual exploration that draws out some of the implications for marketing management. We begin by establishing a key theme of the paper-the selfie (and other forms of digital participation) as link node between the self, celebrity culture, and marketing.

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Marketing and the cultural production of celebrity in the era of media convergence

Cited by 49 publications

References 35 publications

Dynamics of positive deviance in destigmatisation: celebrities and the media in the rise of veganism

Dynamics of positive deviance in destigmatisation: celebrities and the media in the rise of veganism

“It’s Just Addictive People That Make Addictive Videos”: Children’s Understanding of and Attitudes towards Influencer Marketing of Food and Beverages by YouTube Video Bloggers

Implications of the selfie for marketing management practice in the era of celebrity

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