Celebrity Branding: One of the Illusions of the 21st Century
Alison Hearn explores the concept of individual empowerment in contemporary activism in the chapter “Brand Me Activist” of the book Commodity Activism: Cultural Resistance in Neoliberal Times . Hearn asserts that collective problems are increasingly reduced to issues of individual responsibility and political beliefs are manifested through the choice of certain products which you buy. Corporations exploit this idea of individual empowerment and build on celebrities’ popularity to increase profit. Since brands and consumers - emulating celebrities - take part in political actions, consumption becomes part of the political sphere. What kind of political revolution is supported when a cause is encouraged by consumption?
According to the author, self-branding and consumerism do not really help political change. In order to achieve real change, selfhood needs to be redefined and disconnected from capitalistic logic. Companies need to put collective interest before their interest and individuals need to rely on collectivity, rather than products, in order to make a change.
The movement of the yellow vests, sparked in 2018 in Paris, is endorsed by famous people like Pamela Anderson. Forms of activism performed by yellow vests celebrity supporters can be understood in line with Hearn’s argument. The Canadian-American actress has shown her support for the movement in the article “Yellow Vests and I”, published in the website of her foundation. Anderson’s approach to the situation may be analyzed in line with Hearn’s point about celebrity branding, because the actress denounces consumerism, and takes part in it at the same time. Her article serves to make her voice heard, but it also increases the visibility of her website, where she invites users to purchase her hoodies and shirts to contribute to her foundation (image of the advertisement below).
Yes, her foundation supports organizations and individuals that stand on the front lines in the protection of human, animal, and environmental rights. However, it still does so through consumerism.
The profits that Anderson makes from her online activism are not only based on monetary contribution, since she benefits by promoting a positive image of herself. Indeed, Anderson’s tweets and public statements have been used in news outlets. For instance, by RTL and planet.fr. In a way, through yellow vests activism, Anderson has been able to increase her visibility and spread what are - arguably - positive news about herself. Therefore, it is problematic to define whether Anderson’s activism is fully aimed at changing society or partially done to help her foundation’s clothing business and her public profile. What kind of political revolution is supported when a cause like Anderson’s endorses consumption and celebrity branding? Is Pamela Anderson really disconnecting her cause from the capitalistic logic?