Celebrity Culture and Authenticity

You’re Fake Microcelebrity: Performing the Commodity of Authenticity

The video opens with scenes from the French dystopian short film Logorama 2009
which is a critique on “the loss of real authenticity” in a world which is dominated by self-branded, celebrity-styled individuals. Banet-Weiser (2012 p. 3) describes Logarama reflecting ‘a world where brands are everywhere, even culture has been branded, where authenticity has been trademarked’. 2500 brands appear in the film which creates a message about the dangers of ‘selling out’ our cultural labours to the inauthenticity of consumerism. But what’s missing in the message is the democratising opportunities afforded to ‘everyday people’ in the new media and celebrity ecologies, where celebrity and authenticity become tools and templates for success. Let’s not throw the baby out with the bathwater.
Video Credits:
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