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1、Celebrities,CultureandaNameEconomyBrianMoeranVisitingProfessorDepartmentofInterculturalCommunicationandManagementCopenhagenBusinessSchoolDalgasHave15DK-2000FrederiksbergDenmarkbdm.ikl@cbs.dkAbstractDrawingonpreviousresearch,thispaperdiscusseshowcelebritiesactasintermediariesbetweencul
2、tureandeconomyinthepromotionalindustries.Byfocusingoncelebrityendorsementsinadvertising,itoutlineshowfilmactorsandactresses,athletes,models,popsingers,sportsmenandwomenmediatebetweenproducersandconsumersviatheproductsandservicesthattheyendorse.Herecelebritiesareculturalintermediariesa
3、stheygivecommodities‘culturalpersonalities’andperformacrossdifferentmedia,linkingdifferentculturalspheresintoanintegratedwhole.But,giventhefactsthatwhotheyadvertiseforandwhattheydoordonotdohavemajorfinancialimplicationsforthecorporationswhoseproductstheyendorse,celebritiescanalsobesai
4、dtobeeconomicintermediaries.IntroductionTherelationbetweencultureandeconomyis,tosaytheleast,tricky.Itisonethathasbeenexercisingthemindsofscholarsinmanagement,organisationandconsumerstudies,ontheonehand,andofthoseindisciplineslikesociology,culturalstudiesandanthropology,ontheother.Yet,
5、eventhoughitisnowwellovertwodecadessinceRaymondWilliams(1977:136)notedthat‘largescalecapitalisteconomicactivityandculturalproductionarenowinseparable’,wehavenotgotthatmuchfurtherinourunderstandingsofjusthowtheyareinseparable.Thispaperfocusesontheactivitiesofcelebrities,andinparticular
6、ofmodels,asameansoftryingtobridgetheconceptualgapbetweencultureandeconomy.Myargumenthereisthatcelebritiesarebothculturalandeconomicintermediarieswhohelptheworldofproducersenterintoandbecomeapartoftheworldofconsumers.Togetherwiththeproductstheyendorseandtheorganisationstheyworkfor,cele
7、britiesareinvolvedin‘avastoperationofsocialalchemy’(Bourdieu1986:137)thatneatlyerasestheclassicdividebetweenproductionandconsumption.1Cultureandeconomyinmanywayshavedifferentformsoflogic(ordifferentlogics)thatoftenpullindifferentdirections.Overtheyears,thebalancebetweenthetwohasbeench
8、angin
