Running head: CELEBRITY IMAGES
How Does the Image of a Celebrity Affect Their Audience?
Alishia Pressley
Queen's University
December 5, 2011
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Abstract
This study will use social construction theory to explore how the images of celebrities affect
their audiences. It will specifically answer and analyze how the usage of Twitter and other
media sources contribute to creating and shaping Chris Brown’s image, as well as how his
audience responds to the revelation of who he really is. A semi-structured focus group study
with 10 culturally diverse individuals who are familiar with the celebrity will be conducted. I
anticipate that the focus group discussion will reveal that the change in a celebrities’ image
and the reaction of their audience to that change will have a directional result. The original
positive image of Chris Brown will have a positive effect on the opinions of the participants.
While on the other hand, the negative change in Chris Brown’s image will have a negative
effect on the opinions of the participants of the study. This study will confirm and
demonstrate the importance of a positive image in relation to a celebrity’s career success.
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How Does the Image of a Celebrity Affect Their Audience?
According to Gamson, Croteau, Homynes and Sasson (1992) the term images is
useful in reminding us of the importance of the visual. It is what we see when we look at an
individual. An image serves as a representation for that individual, in this case the celebrity.
The image of a celebrity is one of the main driving forces of their career; their image is their
personal brand. Through the usage of several media and social outlets, their image is what
connects their actions, talents and words to their audiences. Mass media inundate audiences
with celebrity images. From sports figures to actors/actresses, musical artists and entertainers,
audiences feel that they personally know these famous personalities and often develop an
“illusion of intimacy” with them (Schickel, 1985, p 29). It is within these illusions of
intimacies where fan-based audiences then have a tendency to interpret the messages that
celebrities are presenting about their images in comparison to their own personal lives. Once
fans develop what they feel to be a personal relationship with a celebrity some are said to
admire, emulate and become infatuated with their favorite celebrities allowing them to
become more and more influential to them (Choi & Rifon 2007). An image can make or
break a celebrity by creating other job opportunities or lead to the end of one’s career. With
that said and in simplistic terms, image is everything to a celebrity.
II. Literature Review
When it comes to celebrity images, most individuals including myself would agree
with the theory of social construction. With the help of media discourse we, the audience,
tend to form a consensus of what we believe to be right and wrong or good and bad images.
We then take our socially constructed standards and use them it to measure, compare, or
judge the information presented publically to us. We walk around with media-generated
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images of the world, using them to construct meaning about political and social issues.
Previous scholars Gamson, Croteau, Hoynes, and Sasson (1992) share the same belief. They
use the social construction theory to conduct their study. The lens through which we received
these images is not neutral but evinces the power and point of view of the political and
economic elites who operate and focus it (Gamson, Croteau, Hoynes, & Sasson, 1992, p 374).
Therefore, when an audience views and interprets the image of a celebrity, there is already
prejudgment performed. A celebrity’s image is prejudged by a socially constructed system, of
what society views as acceptable or not acceptable at that time. As society changes and
conforms, so does the socially constructed standards. Take the famous actress and talk show
host Ellen DeGeneres. Ellen DeGeneres is a very successful celebrity who came out as a
lesbian publicly in 1997. As most individuals will agree, homosexuality is one of the most
controversial topics within the United States. However, due to the change in society’s
acceptance of homosexuality and its commonness, Degeneres making her sexuality known
did not hinder her image or career. Had Ellen expose herself prior to the current era of Gay
and Lesbian rights, she may have damaged her image, and ended her career. The versatility
of Degeneres’s image captured several marketers. Marketers saw how strong of a brand
image she had since it did not crumble when she came out lesbian. So, that peaked their
interest in her for endorsement deals. With her new image, Ellen has landed several
endorsement deals. She is now one of the many faces of CoverGirl, Olay and Vitamin Water.
This paper will discuss the importance of a celebrity’s image by analyzing endorsement
deals, the truth in regards to their image, social sites such as Twitter, and also a focus group
study on the celebrity Chris Brown’s image.
i.
Endorsements
Like fans, marketers analyze images and decide whether to support or reject it.
Marketers too analyze images and decide whether to support and offer endorsement deals, or
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reject it. Scholars Miller and Lacziniak (2011) researched the ethics of celebrity images,
mainly athletes and their endorsement deals. The focal point of their research was to
demonstrate that the celebrity’s cultural meaning and the transfer of that meaning influences
the effectiveness as an endorser (Miller & Lacziniak, 2011, p 500). They measure celebrity
images and endorsements under the virtue ethics and advertising. Marketers consider
celebrities to be powerful and very influential individuals. So if they come across a celebrity
that has a positive image that matches their company, they often offer endorsement deals.
Miller and Lacziniak also explore what happened when the image of a celebrity is
considered unethical or bad and did not match the products they were endorsing. They
analyze the endorsement deals of Kobe Bryant, Michael Phelps, and Tiger Woods after they
experienced an unethical downfall. They examine how those downfalls affected the views of
the audience and the products they were endorsing. The researchers find the obvious, virtue
matters, celebrities shape and create brand meanings and social messages, and at some point a
celebrity’s image could conflict with the values and ethics of the product they are endorsing.
Researchers Choi and Rifon (2007) also studied the correlation between celebrity
images and the products they endorse. Instead of studying the actual image of the celebrity,
these researchers focused on consumer perceptions of the celebrity’s image in relation to the
endorsed product. They understood how influential and persuasive celebrities’ images were.
Choi and Rifon knew that credibility alone cannot explain the effects of celebrity endorsers.
They find out of all of the celebrity image factors trustworthiness, attractiveness, and
expertise are viewed as the most noticeable characteristics by consumers.
Each image is strategically created by the celebrity’s publicist. Once they create their
personalized brand they will be able to achieve endorsement deals based on their unique
image. Although celebrities share some common characteristics, including recognition,
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status, and popularity, each celebrity embodies his or own unique image in the media. While
one celebrity may be considered an appropriate endorser for one brand, she or he may be
completely wrong for another based on the public’s perception of her/his distinctive image
(Choi & Rifon 2007, p 306). For instance, let’s take a look at the professional football player
Michael Vick. In 2007, he was arrested for illegal dog fighting. His image would be more
effective if he was seen in an advertisement for football rather than one dealing with
American Society for the Prevention of Cruelty to Animals (ASPCA). Once the public has
perceived a celebrity’s image in a certain way, it is often hard to deter from it. Some
celebrities are often afraid to show their true selves because of the harsh judgments of the
public. Due to the fact that several celebrities are aware of the importance of a strong and
positive image, they often hide their true selves and display a socially constructed image.
They give the people what they want, so to speak.
ii.
The Truth
So, what is the truth? According to Webster (2011), the truth is the body of real things,
events and facts. It is the sincerity in action, character and utterance. Some social critics,
such as Theodor Adorno and Max Horkheimer, suggest celebrity images, as part of the
larger “culture industry,” are a coercive force, shaping society according to oppressive
ideologies that favor the powerful elite, rather than the general public. They argue the
celebrity image is the center of false value that works to deceive audiences into equating real
life with the movies or other culture industry fabrications (Meyers, 2009, p 891). As
previously stated, a celebrity’s image is strategically created by the publicist. It is the goal of
the publicist to provide a positive image for the celebrity while also attempting to make it as
authentic as possible. According to Meyers 2009, celebrity persona is more than false value;
it is a site of tension and ambiguity in while an active audience has the space to make
meaning of their world by accepting or rejecting the social values embodied by a celebrity
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image. Since what the audience believes to be a positive image is socially constructed, it is
often very hard for the image to be truly authentic. So in this case, celebrity images are
technically another role that celebrities have to play to live up to the standards of the public.
Due to the large exposure of the media, there is no true difference between a
celebrity’s private or public image and life. Although a celebrity may be positioned
predominantly in one mediated form, that image is informed by the circulation of significant
information about the celebrity in newspapers, magazines interview programs, fanzine,
rumors, and so on. The celebrity persona is not confined to her professional image, but
consists of everything publicly available about her. Thus, while the fan may recognize that
the star seen on screen or stage is a highly constructed figure, the star is brought close and
revealed as a regular person through the media coverage of the details of her private life
within celebrity media (Meyers, 2009, p 892). Once who the star truly is becomes revealed,
most individuals are not able to handle their truth and reject it. For that reason, publicist
attempt to either keep the celebrity’s public and private life very separate. However, in some
cases as I previously stated, publicist try to make the image as authentic as possible while
keeping in mind what is acceptable by society. Meyers examined Britney Spears a pop singer
whose image was first introduced to us an innocent, sweet young teen. Spears was also
displayed in the media and constantly seen on television and in magazines. As Spears grew
older and her career progressed, her publicist felt that her image should as well. They
changed Spears from this sweet, young school girl, to this blossoming sort of sexual woman.
She was often chastised by her fans for growing up too fast, and becoming a sex symbol. Her
audience did not want to let go of her original image, and wanted to hold her to the sweet
innocent Britney. For example, the cover story of the February 14, 2000 issue of People read
Pop princess Britney Spears: Too sexy too soon? Little girls love her, but her image makes
some moms nervous (Meyers, 2009, p 896). According to Meyers (2009), readings like those
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positions Britney’s image as a form a social control that suggest oppressive notions of
femininity and hyper sexuality as the definition of womanhood. After her marriage with
Kevin and first pregnancy, she then tried to reveal her truth, the “real” Britney. She saw that
her image was in trouble and wanted to save it by taking matters into her own hands. She
claimed that she was truly revealing who she was through her unnoticed sexual lyrics, which
contradicted her image at the time. She created web blogs, went on interviews and even
participated in a reality show called Britney and Kevin: Chaotic. However, like Meyers
(2009) stated, it is ultimately up to the audience to put together the pieces of Britney Spears’
star persona in a way that is socially meaningful and pleasurable to them.
iii.
Twitter
According to Gamson, Croteau, Hoynes and Sasson (1992) who researched
fragmentation and how an audience interprets media images, images are reproductions but
also serve as mental pictures of something not real or present. Their study implies when an
image is presented by conventional media, i.e. television, news, and newspaper, we as
receivers of the message assume there are always hidden messages or more to a message.
Due to the limited information that conventional media has been providing lately, the
receivers are left to interpret more and more out of the information presented. Naturally, if
receivers are left to assume and interpret the messages of images media is displaying, they
tend to interpret messages in comparison to their lives and judge them as such. The receivers
then decide whether they feel the message the image is representing is a “good” or “bad” and
then decide to support or reject it.
Often times, like the incident with Britney Spears, celebrities become afraid of the
misinterpreted messages and are becoming less and less dependent on their publicist and
resort to taking matters with their image into their own. Researchers, Muntean and Petersen,
focused on the changes of celebrity images due to the fall of conventional media and the rise
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of social media and them taking it into their own hands. With the rise of new media
technologies-including digital photography and video production, gossip blogging, social
networking sites, and streaming video-there has been a rapid proliferation of voices which
serve to articulate stars’ personae (Muntean & Petersen, 2009, p 6). Muntean and Petersen
studied the changes of celebrity images due to the rises of new media and social sites,
mainly twitter. Twitter, a microblogging social media website, allows its users to post
tweets, which are 140 characters of whatever they chose. According to Muntean and
Petersen, celebrity tweeting has been equated with the assertion of the authentic celebrity
voice; celebrity tweets are regularly cited in newspaper articles and blogs as official
statements from the celebrity. They continued, “With so many mediated voices attempting to
speak the meaning of the star, the Twitter account emerges as the privileged channel to the
star him/herself” (Muntean & Petersen, 2009, p 6). These researchers suggest that
celebrities are using Twitter to be their actual voice. With all of the tabloids and gossip sites
that are speaking for them, celebrities have resorted to using Twitter to gain control back of
the voice and image.
Celebrities and stars in the technology world use Twitter for a lot of reasonspromoting a new venture, to praise or complain about something, to share information to
spread news about a good cause (Dickson, 2011, p 1). So, from promoting their talents to
connecting with fans, Twitter is greatly used by celebrities. Since the value of Twitter is
heavily weighed because it displays the direct words of celebs, they also have to be cautious
of what to post. Most celebrities are cautious of what they post because are aware of the
severity of their actions and words. However, there are some cases where celebrities are
reckless with their “tweets” and cause damage to their image. Let’s explore this topic in more
depth by taking a look at one of the most controversial celebrity Twitter users, Chris Brown,
whom I will also use to conduct my research.
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Chris Brown
Chris Brown is a very successful and famous actor, dancer, and Rhythm and Blues
singer, whose career started at the age of 16. Chris Brown first began his career as only a
rhythm and blues singer and dancer. The image that was originally attached to this artist
was a fun, lively charismatic boy. He was also greatly known for always having a boyish
and playful smile. He was even often thought of as a young Michael Jackson, with his
smooth and captivating dance moves. With his original image and large fan base, Chris
Brown landed endorsement deals with Wrigley and “Got Milk”. Brown captured the eyes
of teenage girls because they adored him, guys because they wanted to be him and parents
because he was seen as a positive role model for their children. However, his image took
a turn for the worst in 2009. In 2009, Chris Brown was convicted of a felony for domestic
violence and was noted to be making criminal threats to his ex-girlfriend, Rhianna
another celebrity. After this incident, Chris Brown lost several supporters and it was
reported that he pleaded for his fans forgiveness and their support for his then upcoming
album Graffiti. However, it was not a successful plea. Due to the negativity affiliated
with his image after that incident, he lost several fans and both of his endorsement deals
with Wrigley and “Got Milk”. His image was tainted and fans no longer viewed Brown
as the young, lively charismatic boy. He was now seen as the “bad boy” type, which was
actually who Chris really was. He had exposed his truth.
From the time of his felony up until present Chris Brown would often go on Twitter rants,
expressing how he felt about what he was experiencing. He would often lash out at several
other artists causing confrontation. Even though he was merely acting in defense to critics
and attempting to save his image, his choice of words were not always wise. He failed to
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remember like most celebrities, Twitter was viewed as one of the most credible citing sources
for them since it is their direct words. So his audience again reacted.
There were several studies that have been performed in the past on celebrity images.
Previous scholars have studied how images were socially constructed, the correlation of
images and the products they endorsed, and stars exposing their “true” images. However,
none have been performed on how Twitter and other media sources can directly affect a
celebrity’s image. I will explore two research questions:
RQ 1: How do the usage of Twitter and other media sources contribute to creating images for
celebrities?
RQ2: How does the revelation of which a celebrity really is affects their audience?
III. Method
The aim of this study will explore from an interpretive epistemological standpoint,
how Twitter and other social sites have affected Chris Brown’s career. It will give a group of
individuals who are unfamiliar with the artist an opportunity to state in their own words and
discuss how they feel about the artist after images are displayed. In doing so, the process that
helps shape a celebrity’s image and how it affects it may be better understood.
I will take a group of 10 culturally diverse individuals both male and females ranging
from the age of 16 to 25. Each individual that I will select will have to be familiar with or
listen to Rhythm and Blues music; therefore they will be a little knowledgeable on the artist.
Out of the individuals selected there will be 4 African Americans, 3 Caucasians and 2
Hispanics and half and half male to female ratio. I will choose these individuals due to
previous knowledge of Chris Browns’ fans, image and music. From previous knowledge,
those individuals are most likely the ones that are familiar with him and his music. We will
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meet for about 60-90 minutes so that each individual will have an opportunity to equally take
part in the discussion. There will also be 3 different sessions for discussion with different
participants to retain as much information as possible. I will choose to use 10 individuals for
3 different 60-90 minute sessions because that it will provide me with the most accurate and
varied information. I will also choose a publicist of a different celebrity to be the facilitator
and plan out a guideline of questions to discuss after each image is shown. I will choose a
publicist since they are knowledgeable on the material and know how to communicate to
audiences well so that the participants have a clear, cut understanding of the discussion
Each discussion session will be held in a classroom at Queens University setting and
will also have a projector included to display images and screen shots of tweets. Ethical
permission will be granted by the university International Review board to conduct the study.
Each participant will be asked to sign a consent form (see Appendix B) and have the option
to withdraw prior to signing. Each discussion will be taped with the consent of the
participants to ensure that no information is left out. Statements from the participants will be
included in the results to display validity of the study.
The main themes that will guide the discussion will cover Chris Brown. Pictures and
screenshots of Brown tweets will be shown (see Appendix D). First, the facilitator will
display pictures of the young, fun, charismatic Chris and his “respectable tweets”. After the
image of the “good” Chris is displayed the participants will be asked a series of questions
(see Appendix D). Next the participants will be shown a series of the “bad boy” Chris images
and tweets (see Appendix E). After the image of the “bad” Chris is shown the participants
will be asked a series of questions (see Appendix E).
As previously stated, I will be using the interpretive epistemological technique for this
research. The interpretive technique best fit my research because it supports the social
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construction theory while allowing me to learn the language and meanings of my participants.
Coding will be used and the data will be examined and interpreted. While coding the data, I
will also try to make sense of and keep in mind the participants backgrounds. I chose to use
diverse group of participants to work with because I wanted to use the interpretive approach.
I will also be choosing them because I would like to collect as much unbiased and varied data
as possible to insure the validity of my results. I will be sure to make sense of my
participant’s stories, terms, and actually listen to their voices.
I will analyze the data by using the Instructional Assessment Resource (IAR)
procedure. First, I will review the tape from the discussions and take notice of key points.
Next, I will conduct an initial coding by creating a variety of category codes. According to
the IAR, (2011), while reading and listening to the responses, I should then label data that are
related without worrying about the variety of categories and make notes of patterns. Lastly, I
will use focused coding (assigning meaning to pieces of information for data analysis) to
eliminate, combine, or subdivide coding categories, and look for repeating ideas and larger
themes that connect codes (IAR, 2011, p. 1).
IV. Conclusion
The purpose of this study will be to investigate the relationship between Twitter and
media sources with a celebrity’s image. It will explore how the perceptions that the audience
has on the celebrity may change as their image changes. By performing this study, I
anticipate to find that change in Chris Brown’s image will have a negative effect on the
opinions of the participants. I believe the participants will have a negative view on the images
and tweets of the “bad boy” image of Chris. However, on the other hand, I believe that the
participants will have a positive view on the first set of pictures and tweets shown, the “good”
Chris. This study will once again prove that image matters.
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Some limitations of my study include the selection of ethnic background and possible
biased and prejudged opinions of Chris Brown. I only chose to include African Americans,
Hispanics, and Caucasians to conduct the study. Perhaps, for future studies a wider range of
cultural and ethnic backgrounds could be selected for a more valid conclusion. Also, I only
selected individuals who were familiar to Chris in some sort or another, which could lead to
biased opinions. Some individuals could already have a strong like or dislike from Chris
because they are familiar with his image and background. In the future research, the study
could include more randomly selected participants.
This study will be important to individuals like me, who are interested in the public
relation, marketing, and branding field. Hopefully this study will open the eyes to individuals
like Chris Brown so that he will see the importance of controlling what and how you say it on
Twitter and in other sources of media. Studies like this will aim to teach stars to limit and
filter what they say on these sites because it could possibly damage their image. Chris was
lucky and his image was able to be repaired. He is now again, one of the best male Rhythm
and Blues artists. However, there are other celebrities who were not as fortunate.
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References
Ahmad, A. N. (2010). Is twitter a useful tool for journalists. Journal of Media Practice, 11(2),
145-155.
Choi, M. S., & Rifon N. J. (2007). Who is the celebrity in advertising: Understanding dimensions
of celebrity images. The Journal of Popular Culture, 40(2), 304-324.
Dickison, S. (2011, 30 August). How do celebrities use twitter? Interview with @shiralazar.
Retrieved from http://www.mediabistro.com/alltwitter/how-do-celebrities-use-twitterinterview-with-shiralazar_b13167
Gamson, W. A., Croteau, D., Hoynes, W., & Sasson, T. (1992). Media images and the social
construction of reality. Annual Review Sociology, 18, 373-393.
Gilpin, D. (2010). Organizational image construction in a fragmented online media environment.
Journal of Public Relations Research, 22(3), 265-287.
Instructional Assessment Resources. (2011, 4 December). Analyzing focus group data. Retrieved
from http://www.utexas.edu/academic/ctl/assessment/iar/programs/report/focus-Analysis.php
Marshall, R., Na, W., & Deuskar. S. (2008). Endorsement theory: How consumers relate to
celebrity models. Journal of Advertising Research, 48(4), 564-572.
McCracken, Grant. (1989). Who is the celebrity endorser? Cultural foundations of the
endorsement process. Journal of Consumer Research 16(3), 310–21.
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Meyers, E. (2009). Can you handle my truth: Authenticity and the celebrity star image. The
Journal of Popular Culture, 42(5), 890-907.
Miller, F. M., & Lacziniak, G. R. (2011). The ethics of celebrity-athlete endorsement: What
happens when a star steps out of bounds. Journal of Advertising Research, 499-510.
Muntean, N., & Petersen, A.H. (2009). Celebrity twitter: Strategies of intrusion and disclosure in
the age of technoculture. M/C Journal, 12(5), 6-6, 1p.
Schickel, R. (1985). Intimates strangers: The culture of celebrity. Garden City, NY: Doubleday,
1985.
Webster 2011. Retrieved December 4, 2011 from Merriam-Webster: http://www.merriamwebster.com/dictionary/truth
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Appendix A
To Whom It May Concern:
I am currently exploring how the image of a celebrity affects their audience and how Twitter
and other media sources contribute to the construction of their image. I am recruiting
individuals who are familiar with the celebrity Chris Brown to participant in a 90-minute
focus group study discussion regarding their opinions of the artist.
If you are familiar with the artist and would like to help further our understanding about this
important topic, please contact me at alishia.pressley@rexmail.queens.edu or 704-919-0177.
If you are not familiar with Chris, but know someone who would like to participate, please
share this email or provide me with his or her contact information.
Thanks,
Alishia D. Pressley
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Appendix B
RESEARCH PARTICIPANT INFORMED CONSENT FORM
Celebrity Images Study
Dr. Zachary White
Communication Department, Queens University
Alishia Pressley
Department of Communication, Queens University
Purpose of Research
You have been asked to participate in a research study that has been reviewed by the
Institutional Review Board (IRB). We are trying to learn more about the effects that celebrity
images have on their audiences including how Twitter and other media sources contribute to
constructing those images. Focus Group studies are one of the best ways we have of learning
what audiences such as you think about these matters. So, your participation in this focus
group is important and will contribute to what we know. Our discussion asks you to provide
your opinion about several matters related to Chris Brown, and your opinion on his image.
Specific Procedures to be Used
If you agree to participate in this research, we will ask you a variety of questions. The
discussion will be audio-taped for future data analysis.
Duration of Participation
The focus group discussion session will take approximately 90 minutes.
Risks to the Individual
The risks for participating in this study are no more than you would encounter in everyday
life.
Anonymity
Anonymity will be protected. No personally identifying information will be used in the data
analysis and write-up process.
Voluntary Nature of Participation
Participation is voluntary and refusal to participate will involve no penalty or loss of benefits
to which you, the subject, is otherwise entitled. You may discontinue participation at any
time without penalty or loss of benefits to which you are entitled.
If you have any further questions, the investigators may be reached at 704-919-0177.
This project has been reviewed and approved by the Queens University Institutional Review
Board.
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I have read the material above, and any questions I asked have been answered to my
satisfaction. I agree to participate in this activity, realizing that I may withdraw without
prejudice at any time.
____________________________________________
Participant’s Signature
19
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Appendix C
Hospice and Sensemaking Study
Demographic Questionnaire
1. What is your sex? (Please circle your response)
Male
Female
2. What is your age? __________
3. What is your ethnicity? (Please select one of the following)
____ African American / Black
____ Asian
____ Caucasian / White
____ Hispanic or Latino
____ Native American
____ Other
4. What is your marital status? (Please select one of the following)
____ Married
____ Single (never married)
____ Divorced
____ Widowed
5. How long have you been familiar with the celebrity Chris Brown? (Please select the
correct response)
____ 1 – 6 months
____ 6 – 12 months
____ 1 – 1 ½ years
____ 1 ½ - 2 years
____ More than 2 years
5. How many albums of Chris Brown have you bought? _____
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6. How many Chris Brown concerts have you attended? _____
7. Are you currently following him on Twitter?
Yes
No
8. Are you familiar with the domestic incident that occurred between Chris Brown and
Rhianna?
Yes
No
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Appendix D
Celebrity Images Focus Study Discussion Questions
Introduction (Read Aloud): Image plays an important role in a celebrities’ career. In
this study we would like your honest opinion and answer to the questions asked in
regards to each photograph shown. The participants will also be allowed to elaborate
on each answer given to gather as much information and feedback as possible.
1) What type of characteristics would you think this individual possess?
2) Can you relate to this individual?
3) Would you be a supporter of this celebrity (i.e. buy his album, buy a concert ticket,
buy a ticket to see a movie he is in)?
Some examples of the pictures and tweets that will be shown (prior to reading the
questions) are as followed:
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Appendix E
Celebrity Images Focus Study Discussion Questions
Introduction (Read Aloud): Image plays an important role in a celebrities’ career. In
this study we would like your honest opinion and answer to the questions asked in
regards to each photograph shown. The participants will also be allowed to elaborate on
each answer given to gather as much information and feedback as possible
1) What type of characteristics would you think this individual possess?
2) Can you relate to this individual?
3) Would you be a supporter of this celebrity (i.e. buy his album, buy a concert ticket,
and buy a ticket to see a movie he is in)?
4) Did you perception of this individual change?
Some examples of the pictures and tweets that will be shown (prior to reading the
questions) are as followed:
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