Abstract
This
research proposal contains an overview, literature review, and methodology,
limitations and delimitations, and the significance of the study. The specific
research is an exploratory case study that seeks to gain insights into the
nature of fandom. In terms of theoretical framework the background and
emergence of fandom is considered. The literature review considers pervading
theories into the nature of fandom. The case study design indicates that
specifically over a two week period stories from the TMZ gossip website will be
analyzed. Additionally, the story that received the most user comments for the
day will be analyzed in terms of these comments. The study limitations are
recognized as the challenge of making broad assumptions regarding these findings.
I. Introduction and
Theoretical Framework
The Hollywood entertainment industry
emerged as a major cultural force in the early 20th century. While
films were the driving-engine of growth, even in the early eras of Hollywood,
celebrity fandom emerged as a major occurrence. It was not long before an
entire star system emerged, where actors and actresses under contract with
specific studios had projects tailored to them. This process continues through
the present day as movie stars receive multi-million dollar contracts for a single
film. While such prices seem exorbitant to some they are justified because of
the significant fans these stars can bring into the theatres. Hollywood hasn’t
been the only one to capitalize on such fandom; one considers that today the
connection between celebrities and fans extends into a realm of not just
appreciation, but also gossip and human interest. Indeed, there are a number of
highly popular websites, such as TMZ and Perez Hilton where fans not only view
pictures of celebrities but also gain intimate knowledge of the details of
their lives.
Perhaps a foundational theoretical consideration
in terms of the topic is the recognition that the very linguistic origins of
the term celebrity share roots with such terms as ‘fame’ and ‘being thronged;’ the
French ‘celebre’ means well-known in public (Marshall 1997). With such a
fundamental link between celebrity and the public, it is little stretch to
consider the important role fandom plays in the equation. While fandom is a
regularly occurring aspect of our daily lives, with some individuals exhibiting
varying degrees of fanaticism, perhaps the more fundamental question is the
underlining significance of this. With the recognition of these understandings
in mind this research sets about investigating the motivating influences of
fandom.
II. Purpose of the Study
The study seeks to identify the primary reasons
individuals are interested in celebrity gossip. Additionally, it recognizes
that there may be underlining issues the individuals are not aware of or
external conditions that motivate their interest; as such the study is
exploratory in that attempts to unearth and articulate cursory concerns as
reflective or conflicting with past research paradigms.
III. Review of the Literature
There have been a number of research
perspectives on the nature of fandom. It’s been argued that, “the emergence of
celebrity as a public preoccupation is the result of three major interrelation
historical processes. First, the democratization of society; second, the decline
in organized religion; third, the commodification of everyday life” (Rojek
2001, p. 12). The link to
commodification is particularly apt as it indicates that celebrity culture will
be perpetually switched in response to market developments. Perhaps the most
important recognition in these regards is that a ‘celebrity’ such as Jennifer
Anniston or Lady Gaga is not simply an individual, but considering the
stylists, public relations agents, and a variety of other inputs, more akin to
an institution.
In contemporary life the scheduling of emotions,
presentation of self in interpersonal relations and techniques of public
impression management, are now all mediated by celebrity influences. Furthermore,
sociologists Pierre Bourdeau has even argued that celebrities contribute to
“identity formation, and general forms of social interaction are patterned and
inflected by the styles, embodied attitudes and conversations developed in
celebrity culture” (Bourdeau as cited Marshall 1997, p. 112) The cumulative
understanding of such a powerful institution as ‘celebrity’ culture should have
profound implications. Essentially what these theorists have argued is that
embodied in the celebrity are the very trends and democratic significations of
modern existence.
When one considers the embodiment of
celebrity in modern culture one of the most central questions emerges – does celebrity
influence society or does society influence celebrity. In recent years perhaps
the most noticeable such celebrity influence has been that of Lady Gaga. Gaga’s
style, as cultivated by her own team of artists she refers to as the Haus of
Gaga, have had a direct impact on popular styles and may even be argued to
empower large blocks of marginalized individuals. Still, even with the
seemingly undeniable interaction between celebrity culture and fandom, there
are a number of theorists that believe that the institution of ‘celebrity’ is
less a democratic indicator of cultural trends and is instead the creation of a
powerful elite that works to shape social ideologies. Indeed, Adorno and
Horkheimer argue that celebrity images are a “coercive force, shaping society
according to oppressive ideologies that favor the powerful elite, rather than
the general public” And that, “the celebrity is not a real person, but merely a
commodity…used to control the consciousness of a malleable public” (Adorno
& Horkheimer 1979, p. 349). Even if one doesn’t embrace the argument that
celebrity culture is the creation of a powerful elite, it is readily apparent
that there are images of celebrity that may run counter to values. Prominently
in modern culture is Kim Kardashian or the ‘celebrity institution of Kim
Kardashian’. While Kim Kardashian has been widely embraced by fans, one
recognizes that some may consider her image over sexualized and an attack on
modern values.
While celebrity images have been
argued to influence mass culture, there are also a number of theorists who
argue that such fan/celebrity interaction undergoes a process of negotiation.
Indeed, “much of the literature on fans…was drive by concerns which arose from
the Incorporation/Resistance paradigm…the studies were concerned to examine the
way in which sectors of the audience were active in response to dominant forms
of mass media” (Meyers 2009). While these are direct comments on celebrity
culture, one ultimately recognizes that the institution of celebrity fandom is
also an essential barometer of the pulse of the nation. One regularly witnesses
such negotiation occurring through fans’ productive operations, when the
celebrity gossip isn’t simply about exciting exploits, but also about moral or
ethical behavior. This occurs on a daily basis with things as large as murder
(OJ Simpson) and as small as basketball-star Ron Artest stiffing his
ex-employee. The cumulative impact of these theoretical perspectives on
celebrity, fandom, and fan productive mechanisms, demonstrates if nothing else
that the institution of celebrity constitutes a major indicator of current or
potential cultural trends.
IV. Questions
·
What specific elements of fandom are most
interesting to fans?
·
In what ways do fans attempt to engage in fandom?
·
Are there any universals or broad ranging insights
that can be established for further research?
V. The Design – Methods and
Procedures
The specific research implemented
is a case study approach into the bounded phenomenon of fandom in specific
context. The case study method spans a wide array of potential investigation
criteria. While one generally associates
case studies with particular social events and a quasi-ethnographic form, in
actuality theorists recognize that case studies extend to a variety of modes of
bounded phenomenon. Thomas (2011, p. 515) offers a highly comprehensive articulation
of the case study concept.
The
case study takes on a number of forms. For instance, case studies can be either
descriptive or explanatory. Explanatory case studies work to explore causation
within the study’s specific focus as a means of establishing underlining
principles, while descriptive case studies work to articulate the general phenomenon
that is observed. The proscriptive case study establishes criteria for the
investigation; as this study progresses specific cases that match this criteria
are incorporated into the investigation. In terms of this specific case study a
number of inputs will be considered. The main focus of the study is the
celebrity fan-site TMZ. This site features daily celebrity gossip stories.
While there is no specific number of stories that are posted per day, the total
generally is between five and seven. The first stage of the case study will be
to examine the celebrity cases posted during a two-week period between April 1st,
2012 and April 14th, 2012. The specific method implemented in
analyzing the website is qualitative. The specific theoretical orientation within
this qualitative analysis is phenomenology. Phenomenological analysis considers
subjective reality through, “interpretive sensitivity, inventive
thoughtfulness, scholarly tact, and writing talent of the human science
researcher” (van Manen, 1990, p. 34). As such the research data will be
analyzed and later formulated within this investigative paradigm.
These stories will be noted on a
chart in terms of four main categorical distinctions: date ‘news’ occurred,
celebrities involved, actions they were involved in, form of media implemented
(video, photography, text), number of fan social media interactions with the
specific story (Facebook Likes and Shares, Google Plus shares, and retweets). This
data will then be implemented in exploratory analysis. Namely, specific themes
or nodes will attempted to be established in the types of stories that are
posted and the amount of fan interaction with these stories. While the results
and potential findings remain unknown greatly influencing this research are previous
studies, as established in the literature review. Within this spectrum of
investigation specific consideration is given to notions of celebrity gossip as
mediating between proper social practices. Additional consideration is given to
the potential influence of the celebrity gossip stories as a means of stylistic
influence on the audience. Finally, notions of celebrity gossip functioning
simply for narrative or salacious details are considered. While these are the
pervading investigative criteria, the research recognizes that in addition to
these notions there is the possibility of newfound discoveries through thematic
nodes. In addition to the specific stories posted over these periods, fan
comments will be examined. Each posted story on TMZ has the option for fans to
respond. The comment section occurs as the fan clicks on the ‘Comment’ option,
bringing them to a new screen. The new screen features the original story, but
now underneath are a series of post fan comments. Within this specific comments
are the options of whether to ‘like’ or ‘dislike’ the specific comment, or to
make a new comment. This aspect of the case study will occur, as the story that
receives the most comments for the day will be analyzed. While the high amounts
of comments contained per story is extensive to the point that characterizing
every comment is recognized to be unfeasible a broad ranging qualitative
analysis will be applied to this aspect of the research. The previously noted
research questions will be considered; however added to these considerations
are the recognitions that the intentions of the TMZ site makers and the fan’s
interest in responding may function on divergent lines. Potential divergences
will be considered within the research. The fan’s comments will further be
considered in terms of the ways and reasons they seem to interact. Questions
that will be thematic in this analysis are the extent that the comments and
interactions are simply for social purposes, if there is a deeper significance
specifically related to the celebrity story, and what motivates the others to
‘like’ and ‘dislike’ certain comments and not other. These findings will then
be compared and contrasted to the findings regarding the specific stories as
the research works to advance a number of broad ranging insights that could
pave the way for future research.
VI. Limitations and Delimitations
There are a number of potential limitations to this
case study. One of the most pervasive limitations is the nature of the case
study format. While the case study allows for specific and improved focus on
the subject matter it is necessarily limiting. In terms of this specific case
there is the possibility that the celebrity fandom that is exhibited in TMZ
stories and fans’ interactions with these stories is more indicative of the TMZ
site than it is broader concerns with fandom throughout all venues. Another
potential limitation is the time that the sample is taken. While a two week
study is feasible for this specific research it is possible that during this
time abnormal stories or comments are occurring that would hinder the
effectiveness of the study in developing broad ranging insights into the nature
of celebrity fandom. Still, even while there are limitations to the study that
may restrict the expansiveness of its implications, the research recognizes
that it also can function as a contributing perspective to future research into
fandom.
VII. Significance of the Study
The study is significant on a number
of grounds. From the perspective of capital organization the study indicates
potential mechanisms wherein future public relations, advertising, and
marketing actions could be implemented more effectively. Another significant
element is the pure sociological significance of the findings, as they will
potentially contribute to an increased understanding of celebrity culture and
the fandom that supports it.
References
Adorno,
Theodor, and Max Horkheimer. (1979). ‘‘The Culture Industry: En- lightenment as Mass Deception.’’ Mass
Communication and Society. Ed. James Curren et al. Beverly Hills, CA: Sage Publications, 1979. 349–83.
Marshall,
P. (1997) David. Celebrity and Power: Fame in Contemporary Culture. Minneapolis: U
of Minnesota P.
Meyers,
E. ‘Can You Handle My Truth?’ The Journal
of Popular Culture, Vol. 42, No. 5, 2009
Rojek,
C. (2001). Celebrity. Reaktion
Books.
Thomas, G. (2011) A
typology for the case study in social science following a review
of definition, discourse and
structure. Qualitative Inquiry, 17, 6, 511-521
van Manen, M. (1990).
Researching lived experience: Human science for an action
sensitive pedagogy. London, Ontario, Canada: Althouse
Press.
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