Morey, Yvette, Eagle, Lynne, Kemp, Gillian, Jones, Simon, and Verne, Julia (2011) Celebrities and celebrity culture: role models for high-risk behaviour or sources of credibility? In: World Non-Profit and Social Marketing Conference. pp. 1-9. From: The 2nd World Non-Profit and Social Marketing Conference, 11-12 April 2011, Dublin, Ireland. (Unpublished)

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Abstract

There is a substantive body of work dealing with the impact of the media on a range of highrisk behaviours and health-related issues. While this work highlights the undeniable influence of the media on these behaviours and practices, there is a tendency to identify causal links between ill-defined and unexplored concepts such as "media images" or media "role models" and resulting behaviours, without providing insight into the nature of such images, how they are consumed by audiences, how they figure in social networks and peer groups, or how identification with "role models" effectively translates into a set of behaviours. These questions are complicated by contemporary celebrity culture in which both celebrities and celebrity status have become pervasive features of social life. The paper reports on findings from research which is currently underway and which includes: content and narrative analysis of celebrity magazines, a readership survey to ascertain how content is consumed in celebrity magazines, and interviews and focus groups exploring how celebrity and celebrity role models are meaningful to participants. These are crucial questions for social marketers seeking to target youth audiences through the use of credible sources, such as celebrity role models, in effective health-related interventions.

Item ID:	20334
Item Type:	Conference Item (Presentation)
Keywords:	celebrity, celebrity culture, role models, high-risk behaviour, credibility
Date Deposited:	01 Mar 2013 01:38
FoR Codes:	15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150502 Marketing Communications @ 100%
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