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Celebrities And The Name Economy

In: Anthropological Perspectives on Economic Development and Integration

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  • Brian Moeran

Abstract

Drawing on research in the worlds of advertising, magazines and fashion, this paper discusses how celebrities mediate between different fields of cultural production. By focusing on celebrity endorsements in advertising, it also outlines how film actors and actresses, athletes, models, pop singers, sportsmen and women mediate between producers and consumers via the products and services that they endorse. As economic mediators, celebrities’ actions have important strategic and financial implications for the corporations whose products they endorse. As cultural mediators, they give commodities personalities and perform across different media, linking different cultural fields into an integrated name economy.

Suggested Citation

  • Brian Moeran, 2003. "Celebrities And The Name Economy," Research in Economic Anthropology, in: Anthropological Perspectives on Economic Development and Integration, pages 299-321, Emerald Group Publishing Limited.
    • Handle: RePEc:eme:reanzz:s0190-1281(03)22011-4
    DOI: 10.1016/S0190-1281(03)22011-4
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