Achievement-Based Celebrities As Objects & Instruments Of Consumption
Date Issued
2014
Abstract
Celebrities dominate the public sphere as protagonists of the media spectacle. This
qualitative research project investigates consumer behaviour towards achievement
based celebrities using football players as an example. The data presented here are
drawn from critical incidents collected through five focus groups with a total of 31
participants in the two major cities of the country. We conceptualize celebrities as
instruments and objects of consumption in multiple and diverse ways. The results
confirmed earlier empirical studies of isolated consumption modes and added new ones,
previously unexplored, consumption patterns thus setting the scene to further elaborate
emergent theory. The analysis provides a framework of categorizing the modes of
consuming celebrities. It is demonstrated that footballers are commodified primarily as
objects and their instrumental role (e.g. as endorsers) is secondary.
qualitative research project investigates consumer behaviour towards achievement
based celebrities using football players as an example. The data presented here are
drawn from critical incidents collected through five focus groups with a total of 31
participants in the two major cities of the country. We conceptualize celebrities as
instruments and objects of consumption in multiple and diverse ways. The results
confirmed earlier empirical studies of isolated consumption modes and added new ones,
previously unexplored, consumption patterns thus setting the scene to further elaborate
emergent theory. The analysis provides a framework of categorizing the modes of
consuming celebrities. It is demonstrated that footballers are commodified primarily as
objects and their instrumental role (e.g. as endorsers) is secondary.