IntroductionThe term celebrity is quite famous among the people all around the world while the actual meaning or the core concept on which this word relies is also the fame and knowingness of a person (Courbet and Fourquet-Courbet, 2014). In this regard it is provided that the concept of celebrity is basically a person who is known to many people whereas this specific report is focused on the Communication and Media with respect to the context of United Arab Emirates (Pollock, Mishina and Seo, 2015). This is known to all that the term celebrity is being used for the person who have fame and known by majority of the people (Couldry, 2015).
While in this paper the details of the concept of celebrity is provided that explains accurately that who is a celebrity (Berryman and Kavka, 2017). In addition to this the paper is also explaining that what is the celebrity capital and why it is considered as unique thing to be a celebrity (Jose Blanes, 2017). Moreover the paper is also having some details about the two inter related but different concepts; the celebritization and the celebrification. The paper is highlighting the differences as well as the detailed definition of these two is also being discussed in this paper. In addition to these elements the paper is also having a brief discussion over the concept of endorsement telling that endorsement is indeed a kind of promotion but this is not equal or synonym to the advertisement.
Then the paper in order to explain further that what is an endorsement and how it is connected to the celebrities provide differences between the advertisements and endorsements. After that the social functions of the celebrities and their presence and influence over these are also being discussed in this paper whereas in the end the details and the discussions are also associated with examples. Definition of Celebrity and Celebrity CapitalThe word celebrity is too common to the people as they all relate it to the people who are on television (Couldry, 2015). That means majority of the people know that anyone who is being telecasted on the television is a celebrity whereas the original definition of the word Celebrity is not that (Pollock, Mishina and Seo, 2015). The definition of the word celebrity is that the celebrity is a person who is well-known to the public and is a famous personality (Berryman and Kavka, 2017). Now according to the definition any person who is famous among the people can stated to be a celebrity including the ones who are telecasted on television, the one who are broadcasted on radios, the ones who are famous on social media and online resources or websites and it also include the ones who are being mentioned and discussed in the newspapers and magazines (Jerslev, 2016). Whereas if this is stated then there are number of people who are part of television, radio, newspaper etc.; so are they all celebrity? No, all of them are not famous as well as all of them are not being praised or criticized by the people (Jose Blanes, 2017).
Such as a news of a person who died due to an accident is not a celebrity just because his name is on the newspaper (Courbet and Fourquet-Courbet, 2014).In this regard if this is provided that what actually then the term celebrity means so this can be claimed that any person who is famous among a huge amount of people is a celebrity (Andò, 2016). Such as the film stars, singers, writers, directors, politicians, show hosts on television or radio, artists, designers etc.
while it also include the people who did something new and are not at all entertainers such as a Mark Zuckerberg who invented Facebook (the most commonly used social media website) and Bill Gates the co-founder of Microsoft Corporation (listed among the most famous and richest person in the world) (Jerslev, 2014). These people who have done great achievements in their lives and are not being part of the entertainment industry are also considered as celebrity as they are famous and well-known among the public (Marshall, 2015). So the definition of celebrity can be provided as a person who is famous in the world regardless of the nature of his or her job and regardless of the achievements he or she had made (Berryman and Kavka, 2017). Usually the celebrities are the people who are having their name among the people as a positive personality but there are few such people as well in this world who are famous for their negative character such as Hitler (Couldry, 2015). Thus the term Celebrity is versatile and diversified having a wide range of perspectives in which it can be considered and perceived (Courbet and Fourquet-Courbet, 2014).
Celebrity CapitalThe attention of different public figures and commercial interests have been captured by celebrities (Jose Blanes, 2017). To endorse brands celebrities receive payments from sponsors. Moreover some of the celebrities are also invited to appear during election campaigns with politicians (Lanuza, 2017). Moreover to promote health messages as well these celebrities are used. In this regard if this is being analyzed and assessed so this can be provided that among the perceptions of people (common people) these celebrities have some special qualities that give them with a special value which is basically known as the celebrities’ capital (Marshall, 2015). That means it is true to state that celebrities are considered as having the capability to add premium value to any object, event, brand or issues while rendering greater effectiveness and value to these (Andò, 2016). Normally it is considered as the Capital means some monetary worth of some element, thing or item (Jerslev, 2014).
But here the capital that is being associated with the celebrities is not only attached to the monetary value that is the economic terms but also with the psychological, social and political terms (Brownlie, Hewer and Kerrigan, 2015). Moreover it is also included that Celebrity Capital offers a data-driven and fresh analysis of the way in which the cultural figures who are highly mediated generate value in an extensive variety of ways (Pollock, Mishina and Seo, 2015). Celebrification and CelebritizationFundamentally the term Celebrification is the introduction of celebrity as an element in some field or discipline (Courbet and Fourquet-Courbet, 2014). In last few decades the trends and the influence of the celebrities have been augmented and it is analyzed that the prominence of the celebrities has become an ever growing element in culture and society (Berryman and Kavka, 2017). So there is from where the terms like ‘celebrification’ and ‘celebritization’ have emerged as the scholors, editors and authors started to use these terms in their statements and blogs etc. on the basis of growing prominence of celebrities (Couldry, 2015). These terms are not a single word but an intermingled form of collaborated words (Jose Blanes, 2017).
In this regard in this paper the discussion is providing the distinguishing features of ‘celebrification’ and ‘celebritization’ while defining clearly both the terms (Jerslev, 2016). While the term celebritization is especially presenting a multidimensional conceptual model which is indeed a remedy of the current one sided approaches that vague its empirical and theoretical complexity (Five, 2015). In this regard the term celebrification is basically capturing the transformation of normal people and public figures into celebrities (Andò, 2016). On the other hand the term celebritization is theorized as a meta process that clutches the changing nature, as well as the cultural and societal embedding of personality, which can be pragmatic by the means of its democratization, migration and diversification (D’Cruz and Weerakkody, 2015). It is debated that these manifestations of celebritization are determined by three separate but interrelating molding forces including the commodification, mediatization and personalization (Pollock, Mishina and Seo, 2015).
Endorsement as Promotional ActivityAs the concepts of Celebrity and Celebrity Capital is being discussed along with the discussion of Celebrification and Celebritization so this is now relevant to discuss the concept of endorsement which is associated with these other concepts (Couldry, 2015). The endorsement is basically a promotional activity whereas the actual meaning of endorsement is to praise something or claiming something as correct by adding your appreciation or acceptance to that (Jose Blanes, 2017). This concept is being used in different ways whereas one of the most prominent one is the endorsement by the celebrities for different products and brands (Berryman and Kavka, 2017). This is determined in different studies and other factual discussions that the endorsement by the celebrities is one of the most important element and tool for the businesses and marketing (Lanuza, 2017). The people who follow the celebrities (fans of the person) and love their work as well as admire them as an idol or symbolic personality are usually the people who used to believe that what these celebrities are saying is true and they also follow them in that ways (Couldry, 2015). Such as if a celebrity claimed a specific brand is the best one then people change their perception about that brand and started to buy it as their favorite celebrity use that (Courbet and Fourquet-Courbet, 2014). In this regard many famous brands and companies ask the celebrities to endorse their products and services so they can have greater customer base (Smith, 2016). But the endorsement is not advertisement but it is a kind or type of marketing in which the companies or any specific entity aimed to get the support and recommendation of a famous celebrities so they can have greater customer base admiration (Thompson et al, 2015).
The advertisement is a public promotion of any product or service whereas the endorsement is basically the public approval of a specific product or service (Giles, 2015). It is also being analyzed that the endorsement can also being done without a celebrity; such as by some customers (Driessens, 2013). Endorsements talks with customers whereas on the other hand if the advertisements are focused so they are basically talking at the customers (Couldry, 2015). Another element that differ the advertisement from the endorsement is that the endorsement always encourage the public on sharing whereas the advertisements are just focusing on the customer in a general manner and not mainly asking to share the idea (Couldry, 2015).
While the biggest feature of endorsement is that it is personal and not commercial like advertisement; the advertisements are not personal and have just the impact that this specific product is good so use it or buy it while the endorsement are having a feeling of approval and attachment that actually pursue a person to consider the claim made and then share it (Pollock, Mishina and Seo, 2015).Social Function of CelebrityIn the end if the social functions of the celebrity is being focused then this can be provided that this is one of the most common element that the celebrities are part of (Courbet and Fourquet-Courbet, 2014). The celebrities are used to visit and being part of such events and social functions as a symbol of prominence and influence (Berryman and Kavka, 2017). The celebrities are invited to different functions by different people who are rich; they pay these celebrities to come to their social events (Jose Blanes, 2017). This can be a great source of income for both the sides; the celebrities will get a pay as well as they also get the chance to meet huge business personnel who can have further contracts and other commercial contacts with the celebrities (Mayer, 2017). While this also augment the reputation of the host of the party that they have the access to such big personalities and celebrities (Five, 2015). This is the reason that these huge celebrities are usually called upon social functions where usually the ones who are purely related and connected to the business are invited (Hubbard et al, 2017).
Another reason of asking the celebrities to attend the social functions is to provide the entertainment (Jerslev, 2016). These social functions can be their platform especially for the singers or poets as they get the chance to share their art to the public and every other artist love to share the ideas and art to the public so they can have admiration (Pollock, Mishina and Seo, 2015). ConclusionIn the end to conclude the discussion it can be provided that there are different people in this world who have some special element and feature in them; they all are unique and special whereas they have their own influence and prominence to some other people. Whereas the ones who get the chance to be admired by a larger number of people in a specific area or sector; they become the celebrities (Hubbard, Pollock and Pfarrer, 2016). The celebrities is not a strange word to the world and everyone know who and what is a celebrities. There are umber of celebrities which people admire and appraise for their talents and their capabilities. There are many people in the world who are willing to be a celebrity as well (Arthurs and Shaw, 2016)s. But still the concept of celebrities is not being clear among the people.
every other person who is on television is not counted among celebrities and cannot be claimed as celebrity but the people who did something very unique and then they get the appreciation for that from the public are the actual ones counted as celebrities (Evans et al, 2014). The celebrities are being discussed in this paper in detail and it is provided that who is known as celebrities moreover the details that what a celebrity is and why it is unique among other is also provided. The paper is explaining that celebrities have a special value that is being generated by the media but is provided by the public and that is the love and appreciation of the public for the celebrities which actually make them celebrities (Gunter, 2014).
This is the thing which is stated as the celebrities’ capital in the paper and also discussed in detail to provide a better understanding but to briefly explain it; it can be stated that the celebrities’ capital is the worth that a celebrity contain in the perceptions of the public. This is the value that make them special and that is the main thing that make them capable that whatever they say or do people follow them and appreciate them (Thompson et al, 2015). This is the core of the origination of concept endorsement; the endorsement is the term in which the celebrities get the public approval for the product, service, element, activity or brand.
Moreover the paper is also differentiating in the terms Celebrification and Celebritization (Driessens, 2013). The transformation of a person from a common person to the celebrity is the celebrification whereas this is the introduction of a celebrity in a specific field. While on the other hand the celebritization is the condition in which the influence and prominence of the celebrities is being enhanced and media plays a vital role in this to make the celebrities more prominent by portraying their high values to the public. In the end of the paper the social functions in association with the celebrities are being focused and discussed and it is also provided that the celebrities have become an integral element in the culture and society now.