Branding, celebritization and the lifestyle expert

Lewis, T 2010, 'Branding, celebritization and the lifestyle expert', Cultural Studies, vol. 24, no. 4, pp. 580-598.


Document type: Journal Article
Collection: Journal Articles

Title Branding, celebritization and the lifestyle expert
Author(s) Lewis, T
Year 2010
Journal name Cultural Studies
Volume number 24
Issue number 4
Start page 580
End page 598
Total pages 19
Publisher Routledge
Abstract The lifestyle expert - a figure whose knowledge is tied to the ordinary and the everyday - has emerged as a major cultural authority in recent times. This article examines the role and status of 'ordinary experts', such as Martha Stewart and Jamie Oliver, in relation to processes of 'celebritization' and branding. Linking these processes to broader shifts around the domestication and privatization of public culture and citizenship, I discuss the branding of lifestyle advice in the context of the emergence of informational capitalism and the growing role of the consumer in providing branded lifestyles with value and meaning. Arguing that the privatized modes of lifestyle consumption modelled by figures like Stewart and Oliver have emerged as a pre-eminent site of social relations, communality and lifestyle 'activism', the essay concludes with a discussion of what kind of civic politics might emerge out of this context.
Subject Communication and Media Studies not elsewhere classified
Cultural Studies not elsewhere classified
Keyword(s) Popular experts
lifestyle media
celebrity
consumer culture
DOI - identifier 10.1080/09502386.2010.488406
Copyright notice © 2010 Taylor & Francis
ISSN 0950-2386
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Citation counts: TR Web of Science Citation Count  Cited 29 times in Thomson Reuters Web of Science Article | Citations
Scopus Citation Count Cited 23 times in Scopus Article | Citations
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