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Producing and consuming celebrity identity myths: unpacking the classed identities of Cheryl Cole and Katie Price

Research output: Contribution to journalJournal article

Published
<mark>Journal publication date</mark>2015
<mark>Journal</mark>Journal of Marketing Management
Issue number5-6
Volume31
Number of pages23
Pages (from-to)502-524
Publication statusPublished
Early online date24/03/15
Original languageEnglish

Abstract

We investigate the ways in which celebrity identity myths are created, shaped, interpreted and utilised by media, celebrities and consumers. Two working-class female celebrities, Cheryl Cole and Katie Price, provide our focus, and we draw on an analysis of articles in the popular press, celebrity autobiographies and qualitative data collected with 16- to 18-year-olds. We find that class-infused celebrity identity myths (‘celebrity chav’) are constructed in terms of glamour, allure and charisma but also vulgarity, repulsion and ordinariness. Young consumers interpret these myths based on judgements of taste, morality, connection and worthiness and utilise them in order to support the identity goals of distinction, affirmation, belonging and enhancement.