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View metadata, citation and similar papers at core.ac.uk brought to you by CORE provided by LSE Research Online Olivier Driessens The celebritization of society and culture: understanding the structural dynamics of celebrity culture Article (Accepted version) (Refereed) Original citation: Driessens, Olivier (2013) The celebritization of society and culture: understanding the structural dynamics of celebrity culture. International Journal of Cultural Studies, 16 (6). pp. 641-657. ISSN 1367-8779 DOI: 10.1177/1367877912459140 © 2013 SAGE Publications This version available at: http://eprints.lse.ac.uk/55742/ Available in LSE Research Online: May 2014 LSE has developed LSE Research Online so that users may access research output of the School. Copyright © and Moral Rights for the papers on this site are retained by the individual authors and/or other copyright owners. Users may download and/or print one copy of any article(s) in LSE Research Online to facilitate their private study or for non-commercial research. You may not engage in further distribution of the material or use it for any profit-making activities or any commercial gain. You may freely distribute the URL (http://eprints.lse.ac.uk) of the LSE Research Online website. This document is the author’s final accepted version of the journal article. There may be differences between this version and the published version. You are advised to consult the publisher’s version if you wish to cite from it. Essential information: This is a post-review version of the article published as ‘The Celebritization of Society and Culture: Understanding the Structural Dynamics of Celebrity Culture’ which you can find at: http://ics.sagepub.com/content/16/6/641.abstract?etoc DOI: 10.1177/1367877912459140 Full reference: Driessens, O. (2013). The Celebritization of Society and Culture: Understanding the Structural Dynamics of Celebrity Culture. International Journal of Cultural Studies, 16(6), 641-657. Please do not refer to or quote from this version as it is still slightly different from the proofread and later published version. More information on the copyright: http://www.sherpa.ac.uk/romeo/issn/1367- 8779/ 1 The Celebritization of Society and Culture: Understanding the Structural Dynamics of Celebrity Culture 2 Abstract In recent debates about the ever-growing prominence of celebrity in society and culture, a number of scholars have started to use the often intermingled terms celebrification and celebritization. This article contributes to these debates first by distinguishing and clearly defining both terms and especially by presenting a multidimensional conceptual model of celebritization to remedy the current one-sided approaches that obscure its theoretical and empirical complexity. Here celebrification captures the transformation of ordinary people and public figures into celebrities, whereas celebritization is conceptualized as a meta-process that grasps the changing nature, as well as the societal and cultural embedding of celebrity, which can be observed through its democratization, diversification and migration. It is argued that these manifestations of celebritization are driven by three separate but interacting moulding forces: mediatization, personalization and commodification. Keywords celebrity, celebrification, celebritization, democratization, diversification, migration, mediatization, personalization, commodification, neoliberalism Celebrity has become a defining characteristic of our mediatized societies. It is ever-present in news and entertainment media—boosted by formats such as reality TV—in advertising and activism, and it has deeply affected several social fields, especially the political, but also the gastronomic and even the religious fields, for celebrity has become a valued resource to be used in power struggles. Celebrity status, it is argued, renders one discursive power or a voice unable to be neglected (Marshall, 1997: x), and it is supposed to function as a general token of success (Bell, 2010: 49). Such is the proliferation of celebrity culture that several authors have 3
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