Celebrities, influencers and promotion

Celebrities and influencers command high visibility in the public sphere and impact on news, sport, entertainment, politics, environment and business. But celebrity does not exist without promotion, and public relations plays an important role in producing and managing celebrity status. In this unit, you will learn about celebrity industries and cultures by exploring the promotional work that supports them, charting the shift from the traditional press agentry of the Hollywood star machine to the rise of influencers who monetise their online visibility. You will achieve a comprehensive understanding of the kinds of work required to construct and maintain (or deflect) visibility and attention in the contemporary mediascape, gaining important insights into both the growth and pervasiveness of celebrity and influence today and the operation of media and promotional industries and cultures across the globe.