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Avoiding ‘Star Wars’– Celebrity Creation as Media Strategy

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  • Egon Franck
  • Stephan Nüesch

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

  • Egon Franck & Stephan Nüesch, 2007. "Avoiding ‘Star Wars’– Celebrity Creation as Media Strategy," Kyklos, Wiley Blackwell, vol. 60(2), pages 211-230, May.
    • Handle: RePEc:bla:kyklos:v:60:y:2007:i:2:p:211-230
    DOI: 10.1111/j.1467-6435.2007.00369.x
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    Cited by:

    1. Budzinski, Oliver & Pawlowski, Tim, 2014. "The behavioural economics of competitive balance: Implications for league policy and championship management," Ilmenau Economics Discussion Papers 89, Ilmenau University of Technology, Institute of Economics.
    2. Olivier Driessens, 2014. "Theorizing celebrity cultures: thickenings of celebrity cultures and the role of cultural (working) memory," LSE Research Online Documents on Economics 55740, London School of Economics and Political Science, LSE Library.
    3. Thomas Ehrmann & Brinja Meiseberg & Christian Ritz, 2009. "Superstar Effects in Deluxe Gastronomy – An Empirical Analysis of Value Creation in German Quality Restaurants," Kyklos, Wiley Blackwell, vol. 62(4), pages 526-541, November.
    4. Thadeu Gasparetto & Carlos Fernandez-Jardon & Angel Barajas, 2014. "Brand Teams And Distribution Of Wealth In Brazilian State Championships," HSE Working papers WP BRP 30/MAN/2014, National Research University Higher School of Economics.
    5. Julianne Treme & Samuel K. Allen, 2011. "Press Pass: Payoffs to Media Exposure Among National Football League (NFL) Wide Receivers," Journal of Sports Economics, , vol. 12(3), pages 370-390, June.
    6. Budzinski, Oliver & Pannicke, Julia, 2017. "Does popularity matter in a TV song competition? Evidence from a national music contest," Ilmenau Economics Discussion Papers 106, Ilmenau University of Technology, Institute of Economics.
    7. Budzinski, Oliver & Gaenssle, Sophia, 2018. "The economics of social media stars: An empirical investigation of stardom, popularity, and success on YouTube," Ilmenau Economics Discussion Papers 112, Ilmenau University of Technology, Institute of Economics.
    8. Hofmann, Julian & Schnittka, Oliver & Johnen, Marius & Kottemann, Pascal, 2021. "Talent or popularity: What drives market value and brand image for human brands?," Journal of Business Research, Elsevier, vol. 124(C), pages 748-758.
    9. Hofmann, Julian & Clement, Michel & Völckner, Franziska & Hennig-Thurau, Thorsten, 2017. "Empirical generalizations on the impact of stars on the economic success of movies," International Journal of Research in Marketing, Elsevier, vol. 34(2), pages 442-461.
    10. Aloys Prinz & Jan Piening & Thomas Ehrmann, 2015. "The success of art galleries: a dynamic model with competition and information effects," Journal of Cultural Economics, Springer;The Association for Cultural Economics International, vol. 39(2), pages 153-176, May.

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