“The nice thing about being a celebrity is that when people bore you, they think it’s their fault.”
— Henry Kissinger,
US diplomat
In showbiz and politics, people aspire to be famous and popular. Recognition seems to be the most important thing — good or bad.
A century ago, the playwright, actor, songwriter George Cohan once commented, “I don’t care what you say about me as long as you spell my name right.
The image of the celebrity is paramount. His/her success is measured by public perception and acceptance. He/she projects a well-crafted, polished persona, one that highlights qualifications, solid achievements and assets.
The impressionable public has long been conditioned by media to accept the best-packaged media magnet. Fans and fanatics rush to buy the products, patronize movies, and vote — as endorsed by popular personalities. Other effective media tools are advertisements, infomercials, ratings reports (accurate or contrived), and a lot of hype.
Actors and TV broadcasters have the political advantage of visibility. They are easily recognizable. Name and face recall give these popular individuals the winning edge during elections. It does not matter is the stars are not capable of making significant contributions to society. (Other than to look tough in an action movie or fabulous in a commercial.)
An example is a media-genic star who aspired to be a national legislator. The bronzed hunk tried reinventing his image to gain acceptance on all levels. He dabbled in elite sports such as fencing, riding and golf. He ran several times and failed. Finally, he realized that he was shooting for the moon. When he scaled back his ambition, he made it in local politics. There he can shine as a hands-on official.
Mileage is a must — to compensate for a lack in qualifications. Ironically, a health buff endorsed both a vitamins antioxidant and a cigarette brand. Clearly he had his priorities mixed up. (Cigarette smoking is now banned on the streets and in buildings.)
Endorsements are the favorite vehicles for celebrity self-promotion to the masses. The TV ads offer an assortment of products plugged by public officials, political aspirants and actors — vitamins, toothpaste, alcohol, detergent, shampoo, milk, canned food, feminine products, and cosmetic enhancement procedures.
Actors can do what they want.
But public servants can do some advocacy work and use media to create awareness on particular issues such as health, clean air, protecting the environment, global warming. They should not promote commercial products. It is distasteful and appears to be a conflict of interest.
Caveat emptor: Buyers beware. The celebrity endorser does not necessarily use the products. There are no guarantees for lighter skin, spot-free laundry, or fresher breath. The ad is a marketing tool that is used to broaden public exposure for both the product and the star. In the process, he/she earns a substantial amount.
Some public officials have appeared in self-serving “at work” ads. The department or agency’s budget paid the bill for production and air time. The boss (who aspired to run for a higher public office) justified the infomercial was needed for public awareness. The ads conveniently provided early media exposure, circumventing the prescribed campaign ban period. Now this form of expensive self-promotion has been restricted and minimized.
There is nothing wrong with celebrity ads — as long as there is truth in advertising. And if the huge cost is not paid for by public funds.
Being a celebrity has its ups and downs. The famous person enjoys many perks. But there is price for that special status.
• VIP treatment. He/she saves time, effort, and money. He/she does not have to stand in line at the ticket office. Choice seats are offered at a fully booked restaurant. There are freebies from couture designers, shops, hotels, and airlines.
• 2) Social cachet. This is a permanent or temporary status. Invitations to high-profile events and concerts, exclusive circle clubs.
• Ego-massage. Fame produces an addictive adrenaline rush for the narcissist. He/she loves to see and hear himself/herself in the news. The applause is the crowds provides unlimited ego-boosting.
• Hero-worship. The fans, try to please the star. Sycophants fawn and flatter the politician. Lobbyists and vested interest groups offer gifts in exchange for future favors.
• Life in a goldfish bowl. The lack of privacy. The star enjoys attention and adoration. However, the intrusion and invasion of privacy can be distressing and painful. Stalkers have shot stars (John Lennon) and attempted to assassinate the Pope (St. John Paul II) and US president (Ronald Reagan).
• Public ownership. The celebrity’s personal life cases to be his/her own. He/she becomes material for public consumption and sensational scoops. It is transparency taken to extremes.
They become fair game for paparazzi and enemies. Any story (tawdry, sleazy, true or false) that will sell the tabloid and magazine is printed.
Despite protestations to the contrary, a number of play-hard-to-get celebrities may actually enjoy the attention. They thrive on and bask in publicity.
A few truly abhor attention. Greta Garbo once said that famous line: “I want to be alone.” She actually said: “I want to be left alone.”
Rumor and gossip stoke the fire. Star handlers and pin masters contrive elaborate scandals, fabricate tall takes and cultivate a controversial image. The better to get mileage.
In the end, the celebrity can be lonely. He/she loses touch and does not know where to draw the line between fact and fiction. And there are too many fair weather friends.
Andy Warhol once declared, “In the future, everyone will be famous for 15 minutes.”
The brilliant star grows old and fame wanes. The public shifts its gaze to a new face, a new name. The cycle begins all over again.
Maria Victoria Rufino is an artist, writer and businesswoman. She is president and executive producer of Maverick Productions.
mavrufino@gmail.com