The Commercialization and Commoditization of Celebrity

Celebrity culture is a multibillion-dollar industry in the United States and across the globe. A celebrity can be defined as someone who is famous just for being famous, in other words, someone who is well known for being well-known. Celebrities intentionally brand themselves to differentiate and maintain their fame. Applying marketing theories and branding strategies to celebrity culture reveals how fame, like many products, can move from the functional to the symbolic to the cultural. This exposes how celebrity self-branding can prevent consumers’ objectification and commoditization of the celebrity. The case studies of Paris Hilton, Kim Kardashian, and Jenna Marbles will explore how celebrities intentionally market themselves to further their fame and influence so that consumers may gain awareness of this as it pertains to their decision-making