The Industry of Celebrity

This essay explores the industry of celebrity and its impact on various fields such as business, culture, politics, and sports. It discusses the use of celebrities in branding, social media, and entertainment, as well as their influence in political campaigns and the sports industry.

The industry of celebrity
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Exegesis essay
Introduction
Generally, celebrity describes the fame and public attention accorded to individuals by either a
group or by a mass media (Abbots, 2015 p.68). Celebrity industry is full of groups of people who
receive fame because of their unique characters. Most of the times' celebrity status is always
associated with wealth since fame is associated with opportunities for creating revenue within
society. Therefore, the celebrity industry comprises individuals in fields such as entertainment,
sports, and political arena. These are some of the most disciplines associated with celebrity
status. Also, people within the society can become celebrities through the use of mass media that
offers attention to their lifestyles, their wealth and also their actions which may be connected to
famous individuals. The paper analyses how the industry of celebrity is related to aspects
outlined in the video such as the promotion of products in the business, the perpetuation of
celebrity culture, the celebrity in social media and entertainment, the industry of celebrity in
political culture and use of celebrity in sports.
The industry of celebrity has been recognized in the promotion of products in the business field.
Celebrity has been identified as the cornerstone of marketing in the modern world (Allen &
Mendick, 2013 p.67).This is common in celebrity branding and use of television programs which
targets a large number of audiences in the marketplace. The entrepreneurial individuals have
recognized the importance of celebrity in marketing and that's why most companies have utilized
the opportunity to use celebrities when advertising their products and services in the
marketplaces. Use of the celebrity industry in promotion benefits the business and also the
celebrities. The celebrities are able to gain fame and at the same time being paid by the
companies for use of their fame thus helping the company reach a large number of consumers in

the marketplace (Chung,Derdenger & Srinivasan, 2013 p.79). The video analyses the issue of
celebrity branding and how it is advantageous to businesses (Brockington, 2014 p.50).
In addition, there is the perpetuation of celebrity culture as indicated in the video essay. The
spread of celebrity culture has been catalyzed by the use of mass media. There are a lot of
images in mass media which in one or the other carries a particular message to the audiences.
Celebrities are expected to influence what we buy and also what we perceive in different things.
The use of new fashions has heavily influenced the culture. Celebrity's accounts for more 80% of
the modern culture meaning that people tend to follow what celebrities are doing in different
fields. People are spending a couple of hours in mass media to look for any new fashion
advertised by celebrities. The video clearly analyses how fashion from celebrities has changed
most of the dressing cultures and other practices (Driessens, 2013 p.50).
The industry of celebrity in social media and entertainment is evident in platforms such as
Twitter and Instagram. Platforms are being implemented to support the industry of
celebrities.The aim of the social platforms is to provide room for the celebrities to share their
ideas and at the same time displaying their achievements in different fields such as
entertainment. The modern world is under control of social media and that's why most people are
on Facebook following their favorite celebrities. In social media, people are free to navigate the
progress of the celebrities without struggling whereby one just need to access the social media
platform and then all is well (Driessens, 2017 p78).
The industry of celebrity in political culture is evident in what political leaders have been doing
in our nation. Political leaders are associated with a lot of fame just like any other individuals in
society. Politicians are identified as the public figure and they can, therefore, lure a large number
of citizens to request for votes. Through this process, politicians become stronger and receive

fame. Most of the times' politicians tend to have supporting capabilities which makes them be
famous both in their countries and also internationally. The video has used some of the
politicians and revealed how they are famous in society.
The modern world is aware of the industry of celebrity in sports.We have a number of sports-
related activities within the world (Driessens, 2015 p.76). The field of sports has been identified
as the largest forum with a couple of celebrities. Sports are associated with one's talents in
undertaking sports such as football, volleyball, and basketball. Most celebrities have fame and at
the same time wealth since the industry of sports is paying millions of cash to celebrities.
The video essay has supported the egesis by giving example is each section thus explaining the
importance of industry of celebrity in our society.
Video essay
The video essay tries to explain how the industry of celebrity has been used in areas such as
business, politics, entertainment, in sports and spread of culture. All these concepts are clearly
explained by the use of supporting examples [0:56].
The industry of celebrity in branding
Basically, celebrity branding refers to the form of advertisement used as a marketing strategy by
companies (Driessens, 2015 p.96). The process is evident in the sale of brands by either a
company or a nonprofit organization whose aim is to use celebrities so as targets a certain
segment in the marketplace. The marketers use the positives images of celebrities in the hope
that these images will be passed to their consumers as used in the products thus achieving huge
profits [1:10].

The usage
Celebrity branding creates the image of the brand and at the same time humanizes the brand in
the marketplace. This means that celebrity branding can take different forms starting from the
image of celebrity incorporated in the brand and also the physical attendance of the celebrity in
the event of promotion (Driessens, 2015 p.126). Different authors indicate that celebrities tend to
provide voice-overs when advertising products and services in market places [1:55].
Use of celebrity endorsement (Driessens, 2015 p.196).
Celebrity branding in paid endorsement (Ibok, 2013 p.45)
The issue of paid endorsement involves a contract between a company or any business
organization with an individual for which in our discussion is the celebrity[2:10].The celebrity
represents a certain product by allowing his or her image being used as a marketing image and in
turn getting a large amount of money. Paid endorsements involve the use of advertisements

which includes the use of television, use of radio and billboards with celebrity posters (Ibok,
2013 p.145). Also, celebrity branding is found in events whereby the marketers prefer celebrities
to be seen by the consumers and this is common for promotion. When the viewers take photos
with the celebrities it becomes easy for them to develop positive attitudes towards the products
or services being advertised (Ibok,2013 p.195)This can be used when celebrities are used for
hosting brands like the use of celebrities to perform catwalk thus advertising for fashions and
designs [2:30].
Celebrities advertising (Low & Lim, 2012 p.34).
Celebrity in social media, entertainment and culture perpetuation.

Use of social media platforms helps people to follow their celebrities. Also, the use of these
platforms helps the celebrities to share their ideas thus gaining fame and wealth which helps
them to improve their living standards. Use of Twitter allows higher frequency for interaction
between the followers and the celebrities. (Low & Lim, 2012 p.74).On another hand, Instagram's
and Facebook help the celebrities to share their images and videos with their followers thus
increasing the fame. For example use fashions from our celebrities is the source of cultural
transformation [3:20].
Celebrities entertaining audiences in social media (Low & Lim, 2012 p.114).
Celebrity in political culture (Rojek, 2014 p.67).
The intersection of celebrities with political leaders helps in reaching a large number of people
when contesting for a certain position in the government. The unification and fame associated
with celebrities has attracted the interest of political leaders (Low & Lim,2012 p.184).The aim is
to reach a large number of people during the campaigns thus reducing the issue of lower voter
turnout at election time. For example, the Katy Perry was used by Hillary Clinton in most of her
campaigns so as to reach large crowds requesting for support (Rojek, 2014 p.127).Also, leaders

such as Justin Trudeau the Canadian prime mister is famous for supporting the liberal policies
with the use of celebrities [3:51].
Influence of celebrities in campaigns (Wilson, 2014 p.67).
The industry of celebrity in sports
Celebrities are running the field of sports. We have different players who are associated with
different capabilities. Most of the players are liked by people and this has perpetuated
opportunities for business to use players as an image in their companies (Wilson, 2014
p.137).For example, we have companies like NIKES and ADIDAS which promotes their
products by using players [4:10].
Celebrities from sports into business (Zamudio, 2016 p.78).

To sum up, the industry of celebrity has been recognized in different fields. The issue of
celebrity as transformed our normal way of living since we tend to emulate what our celebrities
in the market are doing. Players and artist are in the frontline displaying their apt ideas which we
always follow such as the use of new fashions which are associated with the celebrities
(Zamudio,2016 p.188).Also, celebrity is the key to businesses in the modern world and it is true
through the use of social media platforms [5:00].
Reference

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