At the celebrity in the living room
We feel close to the celebrity. Media place them almost daily in our living room. Sports and showstars allow the public to participate in their private life, including addiction and shopping.
Thanks to Twitter, there is even the possibility to participate in their day almost in real time. Celebrities are therefore experienced by many people like good friends or even friends. The perceived distance has decreased even more. Celebrities are often as close to us as some relatives or even closer.
Since celebrities are more important and therefore receive more attention in everyday life, we like to orient ourselves on their behavior. We imitate the behavior of celebrities.
Through this imitation, the feeling of closeness arises in everyday life. People visit places where they hope to meet celebrities, buy clothes they have designed, spend a lot of money on concert tickets, or hike with their idols.
People orient themselves to celebrities as a model for success. Germany is looking for the superstar and other similar formats offer the chance to be close to the admired star. If I orient myself in my behavior to these models, I make sure much. So the - often unconscious - logic.
Social learning was studied by American psychologist Albert Bandura. He showed that we learn not only from the consequences of our own behavior, but also from the observation of models.
In a series of experiments, he demonstrated that the enhancement of behavior in the model had an influence on the performance of this behavior even with the mere observer. The closer to me the model or the greater the importance of the model, the higher the probability of taking the behavior.
Perception and reality
Because of their broad impact, celebrities are increasingly called upon to express themselves on important topics simply because they are prominent. “Climate change is the greatest challenge facing humanity and is not a political issue. It's about our survival. ” With these poignant words, Leonardo Di Caprio addressed the assembled politicians and the media at the UN climate summit on September 23, 2014.
This creates international attention in all media and it is then also irrelevant that Leonardo privately leaves a fairly large CO2 footprint. In the summer he went on vacation on one of the largest yachts in the world with an estimated fuel consumption of well over 10.000 liters on a hundred nautical miles.
Benefit of stars celebrated
Ex-Hermione Emma Watson is struggling as a victim with a dedicated speech against the global oppression of women, she is even a UN Special Ambassador for Women. And the style icon Victoria Beckham is so moved by the fate of women with AIDS that she decides to send a signal: “It was a life-changing experience, I wanted to do all I could.” (It was an experience that changed my life. I wanted to do everything I could.)
No, wrong, she didn't want to donate a noticeable portion of her estimated $ 185 million in assets. But after all, ›do all I could‹ consisted of auctioning off 600 items of clothing and accessories that she owned. That didn't do as much as she spent on her daughter Harper Sevens' first birthday, but every euro counts, doesn't it? There is even a dedicated website that skilfully stages the charity of celebrities.
Private topics from business interests
Some actually private topics are communicated primarily out of business interests. For example, James Dixon, Chairman of J. P. Morgan, informed the public about his cancer. The boss and the company retained sovereignty over the disease. The basis for speculation has been removed. The stock price hardly suffered. Good for people and good for that Company.
The heads have thus become a substitute for the content. The outstanding features of the boss strengthen the company's image, private successes such as the twofold win of the America's Cup by Larry Ellison transferred to Oracle. Every economic magazine now has a section in which important people are also presented with private content.
Everyone can be prominent
People like Dagi Bee show us that everyone can be prominent. According to the Frankfurter Allgemeine Zeitung (FAZ), Dagi Bee looks “like the girl next door who all boys in school have a crush on. She is small, has blonde hair and blue eyes, is always in a good mood and smiles with a charming photo smile. ” Dagi Bee (her alias) is a star because she regularly puts videos online on YouTube, in which she gives make-up tips and presents her latest purchases and talks about private matters.
It has nearly one million subscribers, one million Facebook fans and 150.00 followers on Twitter. Ascending trend. When Dagi Bee appears in public, she is surrounded by screeching fans. For her community, she is an absolute role model and yet so close - the girl next door, only much better known.
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German edition: ISBN 9783965960985
English version: ISBN 9783965960992 (Translation notice)
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