One topic I had to focus on this trimester was on the ‘celebrity’
and the ‘specular economy’ and in my last assessment I decided to focus on this
area and extend on celebrities and look at how they utilise their position in
society. The term ‘Specular Economy’ is new to me and David Marshall
best describes it as ‘Public presentation of the self through the term
specular, a two way mirror of projection on to the screen and the circulation
of and interaction with those images and texts into the wider world’
(Marshall,2010:489). The way I understand it is a ‘mirror’ world, we see a
projection of ourselves and are conscious of how others see us. It can be a
mediated performance meaning that the ‘performance’ goes through a media before
the audience receives it.
This then had me thinking
whom in the celebrity world does this describe? Well ladies and gentlemen get
ready to enter the world of Gaga. Lady Gaga Born
Stefani Joanne Angelina Germanotta has risen to fame with her unique and quirky
public persona. Gaga started out as a shy schoolgirl, and as her
fame progressed so to did her public self (Gaudet, 2013). Not a
moment passes where she is not aware she is being watch every photo that is
taken she is aware and is ready to pose. However much like her song she was not ‘born this
way’, therefore I thought I would explore Gaga’s influences and see how similar
or different they are from her.
One could almost say she has mastered the
form of the public persona and even when a photo is released of her without make
up she is the one who releases. She does this by using Twitter or another
social platform showing again the control she has over her brand and exercising
her mediated performance. As Marshall suggests these social platforms like
Twitter have also changed our access to these celebrities and how obsessed fans
are perhaps are given another avenue to ‘stalk’ (Marshall,2010:500).
One could almost say she has mastered the
form of the public persona and even when a photo is released of her without
make up she is the one who releases. She does this by using Twitter or another
social platform showing again the control she has over her brand and exercising
her mediated performance. As Marshall suggests these social platforms like
Twitter have also changed our access to these celebrities and how obsessed fans
are perhaps are given another avenue to ‘stalk’(Marshall,2010:500). Before Twitter and indeed before Gaga herself
there was one woman who would change the music industry and culture for good.
Lets head back to the 1980’s who was one of the biggest stars back
in the one of the most outrageous decades – Madonna. It could be said she was
the first female pop star to take control of every aspect of her career, and of
course for creating her image (Wenner,2013). She is arrogant, brash old school and
some would say amazing. She holds a stage presence and her music has been
original and inspiring.
‘Madonna sits in front of a mirror brushing her hair. She’s looking at herself but not herself. She is looking at a reflection, at an image that presents itself to her, and she doesn’t know what it is she is looking at. There are any number of paths to be taken, people she could become’ (Warfield,2012)
How does the Queen of Pop fit in with the Specular
Economy? Well what do we know, we know that the specular performance is done
through a mediated platform and although she may not have started out using
this as technology has evolved so has she and with almost 140,000 Twitter
followers I would say she has kept up quite well.In the early days her blatant mocking of
religious symbols and frequent graphic depiction of extreme sexual
permissiveness may have offended the majority of the public, I wonder if it
would still have the same effect today?
Madonna I feel is literally the symbol of
how the medium is the message. She has complete control over every aspect. Not
just image but she writes her songs, produces the music and even designs her
costumes and her success has been achieved through absolute hard work
(McGregor,1997). If she wants to be overtly sexual we will all know about it,
if she feels the need to tell someone to f**k off we will all know about it.
However I feel where she differs is in the beginning of her career she had to
work hard and write good music. These days it sees as if the music comes second
to the image of the celebrity. The other case study I wanted to touch upon
where I feel her image is heavily managed is Miley Cyrus.
Although her lifestyle seems erratic and
out of control it in actual fact isn’t but is there any method behind the
madness? It seems that like Gaga, Miley Cyrus has also mastered the somewhat
fine art of what is Twitter and uses this to her advantage. Even when it may
not seem to show her in the best light, in her case whether people are saying
good or bad things about her is irrelevant because as long as they are
“talking” that’s all that matters.
By using her Twitter Cyrus was able to
promote her Wrecking Ball video clip and gain 100 million views in 37 days and
with a massive 14,622,967 followers should we really be surprised.
This self-promotion
allows her complete control of her image and even when it is “accidental” the
reality is, its not, its there on purpose for us all to see (Eells, 2013).
I also decided to explore another paper
written by Marshall, which dissects persona studies. Using the case studies/celebrities
I wanted to try to understand this phenomenon further, and how we as a consumer
feel these celebs are newsworthy furthermore how they have a significant part
in our lives and the world.
What these three artists share in common
is their use of Twitter and the way in which they live their lives through it.
David Marshall refers to the use of these technologies as presentational media.
It is identifying media that is performed produced and exhibited by the
individual. It is not structured by representational media such as newspapers
or television. Furthermore it identifies how the self is identified in contemporary
media transactions (Marshall, 2013:10). David Marshall also touches upon Erving
Goffman’s work on ‘The presentation of the self’ and that we all play a role
front of stage or our public performance. However Goffman also wrote about the
‘backstage area’ this is where we act as ourselves without putting on a full
performance. I have to admit when I see these celebrities posting intimate
pictures of themselves I think ‘my god, is nothing sacred?’ and ‘Why is this
newsworthy?’
Twitter seems to be the platform of choice
to mediate their performances. Tweeting intimate details of their personal life
sometimes allegedly by accident and at other times on purpose. Similarly all
three also take out their frustrations using the social platform. Madonna
claiming Lady Gaga is copying her music and style, and Mile Cyrus attacking
Sinead O’Connor. Twitter, YouTube and Facebook allow us to inhibit spaces where
we allow ourselves to constantly be on display.
We place ourselves in this
mirror or picture. Marshall explains that this mirror or meditated
image/persona has now expanded the former ‘norm’ of being a celebrity. One
cannot help to wonder are these celebrities putting themselves out there to be
attacked? It could be said that these technologies have expanded the celebrity
culture and has pushed it into becoming a wider cultural activity (Marshall,
2010:499).
This is not a phenomenon exclusive to the
celebrity, all over the world millions of people post videos via YouTube,
pictures via Instagram or a random thought on the infamous Twitter. I don’t
personally have a Twitter account, however I do have a Facebook and YouTube
account. I am conscious of how others perceive me through this platform, and
separate from it, as in the real world I am a different person. David Marshall
explains that the specular economy has produced a new regime of personal
presentation and that we are only beginning to see the implications of such
actions(Marshall,2010:502).
I think with these mediated performances it’s too
easy to throw caution to the wind and post a semi naked photo or start a feud
with someone because there are no physical actions involved. In the end was
Madonna outrageous? Yes. Could it be said the other two celebrities
took artistic inspiration from her? I think yes. It seems that wearing a dress
made of meat, or inventing a new word to the English language “Tweerk” is part
and parcel of being a celebrity in today’s mediated world.
- Eells, J, 2013, Miley Cyrus on Why She Loves Weed, Went Wild at the VMAs and Much More, Rolling Stone http://www.rollingstone.com/music/news/miley-cyrus-on-why-she-loves-weed-went-wild-at-the-vmas-and-much-more-20130927
- Marshall, D, 2010, The Specular Economy, Springer Science and Business Media, pp. 489- 502, https://d2l.deakin.edu.au/d2l/le/content/143750/viewContent/1985498/View
- http://farm3.staticflickr.com/2612/5767953202_2e16d03c21_z.jpg (Mirror image)
- http://news.ugo.co.ug/wp-content/uploads/Lady-Gaga_1-1.jpeg (Lady Gaga image 1)
- http://www.80s-fashion-fancy-dress.com/images/madonna.jpg (Madonna Image)
- http://au.eonline.com/eol_images/Entire_Site/201375/rs_293x423-130805100536-634.miley.cm.8513_copy.jpg (Miley Cyrus image)
- http://pmchollywoodlife.files.wordpress.com/2013/09/miley-cyrus-wrecking-ball-directors-cut-lead-1.jpg?w=600 (Miley Cyrus image 2)
- http://www.channelstv.com/home/wp-content/uploads/2012/08/Twitter.png (Twitter image)
- http://media.salon.com/2010/11/prepare_yourselves_for_a_day_without_celeb_tweets-460x307.jpg (Twitter image 2)
