The Industry of Celebrity

The industry of celebrity
Name
Professor
Course
Date

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].