Celebrity manufacture theory: Revisiting the theorization of celebrity culture

Abstract

Celebrity Manufacture Theory postulates that both the emergence of celebrities and our fascination with them are shaped by the media. Another premise of the theory is that a person’s fame does not necessarily correlate with the talent or achievements of that person. Rather, it often depends on the way the media manufacture that person as a celebrity. Today’s celebrity culture extols a particular type of fame – one created and sustained by media production. Hence, there is a painstaking method of personification and commodification at work. The pursuit for authenticity is not the objective of Celebrity Manufacture Theory. For this reason, the theory is an example of a ‘manipulation theory’. It describes how media industries manipulate audiences through mass-mediated celebrity production. To best understand Celebrity Manufacture Theory, four major tenets are thoroughly described in this article: (1) media mirage, (2) democratization of spotlight, (3) commodity and (4) cultural mutation.