Avoiding 'Star Wars' - Celebrity Creation as Media Strategy

20 Pages Posted: 2 May 2007

See all articles by Egon P. Franck

Egon P. Franck

University of Zurich - Department of Business Administration (IBW)

Stephan Nuesch

University of Zurich - Department of Business Administration (IBW)

Abstract

Media companies generally enjoy increasing profits if more customers watch a program. The viewer drawing capability of stars serves as a prominent instrument to increase the audience. The literature distinguishes between two different types of stars: highly talented and therefore 'self-made' superstars, and famous but 'manufactured' and thus rather trivial celebrities. Whereas 'self-made' superstars attract viewers by providing services of superior quality, 'manufactured' celebrities draw attention by fabricated fame. Illustrating the Pop Idol series and comparing the abilities of superstars and celebrities to generate and to capture value, we show why 'manufacturing' celebrities is a lucrative business for the media.

Suggested Citation

Franck, Egon P. and Nuesch, Stephan, Avoiding 'Star Wars' - Celebrity Creation as Media Strategy. Kyklos, Vol. 60, No. 2, pp. 211-230, May 2007, Available at SSRN: https://ssrn.com/abstract=982710 or http://dx.doi.org/10.1111/j.1467-6435.2007.00369.x

Egon P. Franck (Contact Author)

University of Zurich - Department of Business Administration (IBW) ( email )

Plattenstrasse 14
Zurich 8032
Switzerland
+41 1 634 28 45 (Phone)

Stephan Nuesch

University of Zurich - Department of Business Administration (IBW) ( email )

Hottingerstrasse 10
Plattenstrasse 14
Zurich, 8032
Switzerland

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