The last and final idea of celebrity publicity is deemed as psychological explanations. It is the idea of why the public is so fascinated with celebrities. There are many factors, but the one I want to highlight is the idea of the public urge for entertainment whether its just reading a magazine or watching a television show or movie.
Reality television has become a popular source of entertainment in recent years. On every television station you can find at least one reality television show available. MTV is one of the television stations who house many popular reality television shows. The stars of these shows live their lives on television for a period of time where the public feels they are living it with them. Soon the reality stars become celebrities because the public knows who they are and sometimes can relate to their lives.
One reality show in particular is the hit “The Hills,” which is a continuation of “Laguna Beach.” It follows the drama and life of a fashion student and friends in California. One celebrity who has emerged from the show is star Lauren Conrad. She is talked about in magazines and even has received covers and articles in “Us Weekly.” I think people are so fascinated with reality shows because in some way they are able to escape their own lives and live a more “exciting” life through the reality stars.
The desire for money is the fifth function in celebrity publicity. It is the idea that publicity can build itself. Many individuals are not celebrities in the beginning, but after being seen in the public at different events and parties the public begins to take notice and eventually dim the individuals as celebrities. Kim Kardashian, daughter of famous attorney who helped O.J. Simpson to be found innocent after being charged with the murder of Nicole Simpson, is a great example of this idea. Although Kim Kardashian is considered to be an heiress, she was not made famous among the public until a public sex tape of the heiress was uncovered. After this, she has become a household name. Kim Kardashian is a model and star of the hit reality show “Keeping up with the Kardashians.” The publicity she has been receiving has made her into a celebrity. The publicity itself built her into a star. Other celebrities that can be placed in this category are Paris Hilton and Nicole Richie. They were made famous by being at every party and red carpet event. After being photographed over and over again, they both became deemed as celebrities. The public curiosity of wanting to know who individuals are after they have been in the media catapults most to celebrity status.
The fourth function of celebrity publicity is the repair of a bad image. The public relations field often has to create a positive light on a person who has been put into an unfavorable position with the public. Many celebrities have made awful choices which in return sever their reputation in the public eye.
A prime example of this idea is Brittany Spears. Once the queen of pop loved by all, she has been portrayed in the public eye lately as having psychological issues by the decisions she has been making. Brittany Spears has been seen in the media shaving her head, smoking, involved in hit and run accidents, and partying; all leading to the loss of custody of her children. However, now her publicity team is not trying to repair her image. She has gone through rehab and has made an album. She has even stopped partying as much and is on her way back to receiving temporary custody of her children again. Brittany biggest comeback is seen as her co-starring role on the show “How I Met Your Mother,” according to Us Weekly, March 24,2008 issue.
If action is taken in a timely manner, most celebrities are able to repair their image and reputation in the public eye. Constructive action and celebrity publicity usually equals a moving message that changes the opinion of the public. However, some celebrity decisions have “dug them in a deep grave” and will never be able to repair their image fully with the public.
Self-Glorification, the third technique, can be described as when an individual has a strong desire for publicity. Some celebrities always want to be in the public eye which satisfies their urge for self-gratification. The need of the celebrity to be in the limelight of the media, platforms their celebrity personality to a new high among the public. It can be by the public emulating them or buying their products.
Angelina Jolie is an example for this technique because she is in the spotlight regularly for doing charity work. Her name is associated all the time for giving her time, energy, and money to the less fortunate. Beyond this, every movie she has touched has turned to gold.
Paris Hilton, heiress to the Hilton Hotel chain, is also an example and always in the public eye. She always wants to be seen or have her name in the media, good or bad. Paris is always photographed at a party or on a red carpet. She has also tried her hand at singing, acting, and writing.
These type of celebrities are emulated and either loved or hated by the public. They love their name to be seen everywhere while the public waits or anticipates what will happen next.
Another publicity technique would be notoriety, which is described as individuals who commit crimes or are involved in unfavorable situations are treated as celebrities. These individuals are usually ordinary people like you and I, but are involved in situations that are so scandalous, they are placed at a level where they are seen as celebrities because they are in the public eye.
An example of this technique is Ashley Dupré, who ended up in the middle of a highly publicized sex scandal with a governor named Eliot Spitzer. According to the March 31,
2008 issue of Us Weekly, Ashley Dupré was described as “sweet and nice” by friends and family, but when the sex scandal was uncovered they learned news that she was $1000 a night call girl for a New York Governor Eliot Spitzer, who has now resigned.
Although a few months ago Ashley Dupré was just an ordinary woman from New Jersey, she has now catapulted to celebrity status among the public. The public is so infatuated with scandal and crime that the ordinary people involved in such highly publicized situations are then placed at a celebrity status where they are instantly identified by the public.
Celebrities play a large role in the mass media. The curiosity of such celebrities leads to the glorification and large publicity of them by the general public. The publicity of the celebrity personality plays a major role in the public relations field. It is very important that people working in this field understand the publicity techniques.
According to the textbook Public Relations: Strategies and Tactics by Dennis Wilcox and Glen Cameron, the first technique of celebrity publicity is fame, which is defined, in this context, as when an individual draws public attention due to their accomplishments or positions. Celebrities that fit this bill are Barack Obama and Hillary Clinton, for example. They have become celebrities because they are both running for president, which makes them automatic celebrities in the eye of the public. Along with Barack and Clinton being celebrities, their spouses have also become celebrities in the public eye, with the exception of Bill Clinton, who was already a celebrity due to his presidency.
To help gain publicity for their president hopeful spouses, they were featured in the April 21, 2008 edition of Us Weekly. The article was entitled “Spouse Debate 2008,” which discussed why they believe their spouse is the best choice for presidency. Because so many people read Us Weekly, I think the article was a great publicity technique on behalf of both candidates. It gave readers, who may not watch the news regularly, an opportunity to learn more about the candidates in more of an informal, fun setting.
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