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Celebrity Influence (📻¨Exploring the influence of celebrities in politics…
Celebrity Influence
📻¨Exploring the influence of celebrities in politics: A focus group
study of young voters¨ (Gwendelyn S. Nisbett)⭐⭐⭐⭐⭐ Link
¨Moreover, politicians utilize entertainment platforms to appear more approachable (Baum 2005; Schutz, 1995). Entertainment allows many audiences who would otherwise be alientated or apathetic with the poltical process a chance to hear political information (Baum & Jamison, 2006)
More than notoriety and fandom as avenues for inspiring political interest, there is a link between identification and inspiration on political and social issues. As one participant shared, “Yeah I look at people similar to me and try to follow them.”
One participant in the study of fandom's stated, "I'm obsessed... I follow her on Twitter, I get her Facebook updates sent to my phone... I'm obsessed. I'm like literally "Oh she's doing UNICEF, I should do UNICEF. Oh she should do this, I should do this."
So why should understanding celebrity influence matter? Because: "celebrity driven campaigns are a strategy that political leaders, social elites, and campaign marketers have adopted to instigate political action and discourse among young people. A glance at current political campaigns and discourse with young people involves Twitter hashtags, Facebook likes, and gimmicky viral videos. It is flashy and trendy and makes use of the immediacy of social media."
"Overall, participants seemed to be in a phase of life where they are developing their own political views while bouncing them off friends, family, and cultural influences. At this point in your lives, celebrities function as elite beacons for navigating political and social issues."
🦐¨Stars in Our Eyes: The Star Phenomenon in the Contemporary Era¨ (Neil M. Heyman) :⭐⭐⭐ Link
¨Since its early cinema origins, and supported especially by Hollywood studio structure that was to follow, the star phenomenon blossomed, becoming-along with genre- one of the major marketing tools.¨ Pg. ix
Politicians have stakes in major sports teams and production companies to apply and expand marketing principles through the star system. Pg. xi
Everyone has a different idea of what a ¨celebrity¨ so the star phenomenon can be interpreted in many different ways
🥞¨Idolizing and Monetizing the Public¨ (Manuel Castells)⭐⭐ Link
¨It emphasizes how television breaks itself down into media platforms with new interactive texts to better engage and contain its audiences. The second is concerned with how reality programs increase the particpatory scope and empowerement of audiences and everyday people.¨ Pg.3
There was a study done on TV programs and how many people watch commercials, it was found that if the audience has a direct interaction such as voting or tweeting on screen people are more likely to stay and watch the advertisements.
Programs such as Oprah mobilize the more political dimensions of "participation" by inviting the listeners to the studio to discuss and represent social issues and values all the while reaching out to peers in the audience to make the host look good. Pg.13
Celebrities have significant impact in international relations. They use the legitimacy of celebrity power. Celebrity power is defined as, the capacity to determine the actions and even thought of others.
By urging governments to comply to international agreements like many celebrities do, they hold the government accountable on behalf of the public. Even though celebrities claim to speak on behalf of the people who cannot hold the celebrities themselves accountable.
"The more exclusive decision making structures are, the most relevant accountability mechanisms become between those inside who make the decisions and those outside who are affected by these decisions."
🥞¨Sports Celebrity Influence on the Behavioral Intentions of Generation Y¨⭐⭐⭐ (Alan Bush) Link
¨Miciak and Shanklin (1994) reported that only one out of five commercials that included celebrity endorsers met advertisers' strategic expectations. Researchers have concluded that celebrity endorsers may not have "connected" or identified with the intended target market (cf. Sukhdial, Aiken, and Kahle, 2002).¨
¨A recent issue of the Journal of Advertising Research (2001, Vol. 41, No. 5) highlighted and identified the potential and yet resistance of Generation Y to marketing efforts.¨
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