Spinning Warhol: celebrity brand theoretics and the logic of the celebrity brand

Finola Kerrigan, Douglas Brownlie, Paul Hewer, Claudia Daza-LeTouze

Research output: Contribution to conferencePaper

Abstract

The paper takes as its subject celebrity and consumption and the cultural logic of the celebrity brand. It introduces the concept of celebritisation as the engine of celebrity culture, discussing ways in which celebrity brands operate as ‘map-making’ devices which situate consumers within networks of symbolic resources. We construct particulars via an investigative narrative that draws critically upon published accounts of the life and work of Andy Warhol, generating observations of signature practices and technologies of formation of Celebrity Brandhood. Within an inductive architecture we modulate to celebrity brands as transmediated marketing accomplishments which trade upon allure, glamour and charisma, constructed around rituals of transition, belonging, intimacy, and affect. We suggest that at the heart of the machinery of the cultural logic of the Celebrity Brand is the mediated spectacle as a field of social invention and transformation. In this way, the paper opens up pathways toward further interpretive analyses of celebrity brands, articulating the basis of accounts of Celebrity Brand Theoretics.

Conference

ConferenceAcademy of Marketing Conference 2010
CountryUnited Kingdom
CityLiverpool
Period2/06/104/06/10

Fingerprint

Celebrity
Logic
Spectacle
Resources
Intimacy
Pathway
Charisma
Invention
Interpretive
Marketing
Machinery

Keywords

  • spinning warhol
  • celebrity brand
  • theoretics
  • logic

Cite this

Kerrigan, F., Brownlie, D., Hewer, P., & Daza-LeTouze, C. (2010). Spinning Warhol: celebrity brand theoretics and the logic of the celebrity brand. Paper presented at Academy of Marketing Conference 2010, Liverpool, United Kingdom.
Kerrigan, Finola ; Brownlie, Douglas ; Hewer, Paul ; Daza-LeTouze, Claudia. / Spinning Warhol : celebrity brand theoretics and the logic of the celebrity brand. Paper presented at Academy of Marketing Conference 2010, Liverpool, United Kingdom.
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Kerrigan, F, Brownlie, D, Hewer, P & Daza-LeTouze, C 2010, 'Spinning Warhol: celebrity brand theoretics and the logic of the celebrity brand' Paper presented at Academy of Marketing Conference 2010, Liverpool, United Kingdom, 2/06/10 - 4/06/10, .

Spinning Warhol : celebrity brand theoretics and the logic of the celebrity brand. / Kerrigan, Finola; Brownlie, Douglas; Hewer, Paul; Daza-LeTouze, Claudia.

2010. Paper presented at Academy of Marketing Conference 2010, Liverpool, United Kingdom.

Research output: Contribution to conferencePaper

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T2 - celebrity brand theoretics and the logic of the celebrity brand

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AB - The paper takes as its subject celebrity and consumption and the cultural logic of the celebrity brand. It introduces the concept of celebritisation as the engine of celebrity culture, discussing ways in which celebrity brands operate as ‘map-making’ devices which situate consumers within networks of symbolic resources. We construct particulars via an investigative narrative that draws critically upon published accounts of the life and work of Andy Warhol, generating observations of signature practices and technologies of formation of Celebrity Brandhood. Within an inductive architecture we modulate to celebrity brands as transmediated marketing accomplishments which trade upon allure, glamour and charisma, constructed around rituals of transition, belonging, intimacy, and affect. We suggest that at the heart of the machinery of the cultural logic of the Celebrity Brand is the mediated spectacle as a field of social invention and transformation. In this way, the paper opens up pathways toward further interpretive analyses of celebrity brands, articulating the basis of accounts of Celebrity Brand Theoretics.

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Kerrigan F, Brownlie D, Hewer P, Daza-LeTouze C. Spinning Warhol: celebrity brand theoretics and the logic of the celebrity brand. 2010. Paper presented at Academy of Marketing Conference 2010, Liverpool, United Kingdom.