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Avoiding "Star Wars" - Celebrity creation as media strategy


Franck, E; Nüesch, S (2007). Avoiding "Star Wars" - Celebrity creation as media strategy. Kyklos, 60(2):211-230.

Abstract

Media companies generally enjoy increasing profits if more customers watch a program. The viewer drawing capability of stars serves as a prominent instrument to increase the audience. The literature distinguishes between two different types of stars: highly talented and therefore ‘self-made’ superstars, and famous but ‘manufactured’ and thus rather trivial celebrities. Whereas ‘self-made’ superstars attract viewers by providing services of superior quality, ‘manufactured’ celebrities draw attention by fabricated fame. Illustrating the Pop Idol series and comparing the abilities of superstars and celebrities to generate and to capture value, we show why ‘manufacturing’ celebrities is a lucrative business for the media.

Abstract

Media companies generally enjoy increasing profits if more customers watch a program. The viewer drawing capability of stars serves as a prominent instrument to increase the audience. The literature distinguishes between two different types of stars: highly talented and therefore ‘self-made’ superstars, and famous but ‘manufactured’ and thus rather trivial celebrities. Whereas ‘self-made’ superstars attract viewers by providing services of superior quality, ‘manufactured’ celebrities draw attention by fabricated fame. Illustrating the Pop Idol series and comparing the abilities of superstars and celebrities to generate and to capture value, we show why ‘manufacturing’ celebrities is a lucrative business for the media.

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11 citations in Web of Science®
15 citations in Scopus®
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347 downloads since deposited on 20 Mar 2009
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Additional indexing

Item Type:Journal Article, refereed, original work
Communities & Collections:03 Faculty of Economics > Department of Business Administration
Dewey Decimal Classification:330 Economics
Language:English
Date:May 2007
Deposited On:20 Mar 2009 10:50
Last Modified:05 Apr 2016 12:24
Publisher:Wiley-Blackwell
ISSN:0023-5962
Publisher DOI:https://doi.org/10.1111/j.1467-6435.2007.00369.x

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