It is written that celebrities have now become the powerful ones in the world of cinema. And that they are the 'propreitors of their own product' where once the job would have been left to personal management and agents, yet these are no longer the powerful players.
Advertisement and lifestyle has changed dramatically since World War II which has reflected in the celebrity world too, which has been described as becoming more of a 'scientific' formula.
Entertainment PR of the film and TV industry has adapted to cope with the change and demand of the modern audience. 'Star Quality' has a certain magical feel to it, almost like an enigma - which has turned out to be a profitable commodity to sell. Fame is a sales device with celebrities making a lot of money through endorsements since the 1950's.
The concept of 'quality' has been dismissed as irrelevant and old fashioned and has been replaced with the notion of image.
The role of the publicist has now altered into now coaching the celebrity into "how to look cool in talk show hot seats" and such which can lead to demanding the cover on a magazine.
One clear question that I feel is important is 'If celebrities are artificial creations, why should an audience remain attached and lavish attention on their fabricated lives?'
The hype and irony seems to do no damage to the stars image, and even if it did, it could be sold in a different way using alternative characteristics.
Irony plays a huge part in the maufacturing of films and programmes, but it only makes the audience more intreagued.
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