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Socialite phenomenon: How the image of socialites being constructed by mass media and consumers?

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Title: Socialite phenomenon: How the image of socialites being constructed by mass media and consumers?


1
Socialite phenomenon How the image of socialites
being constructed by mass media and consumers?
  • Group 5
  • Jamie Wang, Jennifer Wei, Nikie Hsih, Tiffany
    Lee, Veronika Kuo, Vicky Chuang, Vicky Wei

2
(No Transcript)
3
  • General Introduction
  • ----Tiffany Lee

4
What are Socialites?
  • What do you think socialites are? What conditions
    do they hold?
  • What can they do? What exactly do they do?
  • Do you want to be one?
  • How would you describe one?
  • Have they always been there? Or are they created?
  • (Madame Bovary is Me, a Cinderella story, ?????,
    ????, ???)

5
What are Socialites?
  • Socialite (a) a socially prominent person.
  • (b) One prominent in
    fashionable society.
  • 1928, probably a coinage among writers and
    editors at "Time" magazine, perhaps as a
    contraction of social light, in imitation of
    words in -ite. (dictionary.com)

6
  • Definition
  • ----Vicky Chuang

7
4 types of socialites
  • 1. Notable family background
  • 2. Through marriage
  • (real-life Cinderella
    story )
  • 3. Celebrities and models
  • 4. Publicists of luxurious brands

8
Notable family background
  • Born rich
  • High social and economic status
  • Eg. ???, ???, ???, ??

9
Real-life Cinderella story
  • Married to the rich
  • E.g.. ?S, ???, ??, ???
  • NOKIA???????????N82,?????????????(??/???)

10
  • ?????? ????????
  • ???????????????????,?????????????????????,????????
    ??????????,?????????

11
Celebrities and models
  • With fame
  • Attend fashion shows and parties
  • E.g.. ???, ???
  • ?????? ???????
  • (???) ?????????,????????????,???????????,????????
    ?!???????,??????,???????????

12
Publicists of luxurious brands
  • Frequent contact with the media
  • Familiar with named brands
  • E.g.. ???, ???

13
Another type
  • Beautiful, famous people but not belong to any
    type above, e.g.. ???, ???

14
  • The term, socialite, misused by the media,
  • e.g.. ?????? ????????, Fashion Queen
    ???????? ?GUCCI?------
  • ??Fashion Queen ?????????????????????????????
    ,????????????????,??????,?????????????????????,???
    ??????????,???????????,??????????????????,????????
    ?,????????????????????,????????????????LOGO????,??
    ??????????????????3???????????????,????????TOM
    FORD??GUCCI??????????,TOM FORD?????????????

15
What makes one a socialite?
  • Beautiful appearance
  • With fame
  • Rich (at least looking rich)
  • Frequently show up in public
  • Aware of the fashion trend

16
Symbols Lifestyle
  • ----Vicky Wei

17
Symbols exist everywhere
  • Food Drink
  • Brand-name Products
  • Socialites
  • Pop Stars

18
Functions of Symbols in Consumption
  1. Showing what kind of merchandise an individual
    will purchase
  2. Showing an individuals social status

19
Symbolic Consumption
  • Mass Media as a conductor
  • Consumers receive a sense of
  • self-confidence and self-identification
    through buying symbols
  • Reach an ideal self

20
Lifestyle of Socialites
  • Name-brand clothes, shoes, accessories, etc.
  • Participate in Fashion shows, Parties, etc.
  • High quality life
  • Pedicure, manicure, facial, spa, fitness
  • Expensive food, cars, yacht
  • Luxurious Travel
  • Press Conference, News Paper, Magazines
  • Making friends with someone who are also rich

21
How socialites influence consumption
  • Conspicuous Consumption
  • Fame High social status give symbols meaning
  • Socialites are ideal symbols for people to follow
  • Some consumers copy their fashion styles
  • Believe some products are better than others by
    promotions of socialites
  • News of socialites
  • Best promotions to evoke peoples desires
  • A way to sell products

22
M-Shape Society Fashion
  • ----Jamie

23
M-Shape Society
  • An economic term by Kenichi Ohmae, 1943
  • In a well-developed capitalistic society, middle
    class? the largest group
  • reversed U shape

24
(No Transcript)
25
M-Shape Society
  • Middle class declining, moving towards the two
    sides? M shape
  • Wealth concentrates on the rich? lower classs
    pursuit of the similar lifestyle as the upper
    class

26
The Theory of the Leisure Class
  • By Thorstein Veblen in 1899
  • Conspicuous consumption
  • Two processes of fashion
  • 1. Luxurious stuff of the upper class?
  • difference from the lower class
  • 2. Lower class as followers? the spread of
  • the trend
  • ? integrated influence? circulation

27
Georg Simmels Definition-Fashion
  • Class-conscious
  • A concept of chase and flight
  • The unity of the upper class keeping out the
    lower class
  • The trend dominated by the upper class
  • Lower class followers, in keeping w/ the same
    style

28
Georg Simmels Definition-Differentiation
  • 1. The circulation of the trend between the two
    classes one difference
  • 2. upper classs vanity purchasing expensive but
    useless stuff? representation the status
  • The lower class not being able to afford the
    other difference

29
Rituals
  • Showing off the wealth thru public activities
  • Fashion shows, TV shows, socialites books, the
    media, and the Internet
  • ? make ppl fall into the trap

30
  • Commercial Purposes
  • ----Jennifer Wei

31
IV. Commercial Purposes
32
How consumers behaviors are affected?
  • Reporting socialites high-classes lifestyle in
    all aspects beauty treatments, fashion taste,
    food, parties, etc.
  • Candid photos snapped by Paparazzi /mentioning
    brand name by accident free promotion (example
    1)
  • Socialites Authentic Opinion Leaders, icon.
  • Teaching the audience how to be like them
    (example 2)
  • News or advertisement?

33
Example 1
Candid photo Motorcycle bag became the most
well-known bag of the year.
34
Example 2
35
News or Ads? Victim of Product Placement?
  • Product placement advertisements are promotional
    ads placed by marketers using real commercial
    products and services in media, where the
    presence of a particular brand is the result of
    an economic exchange.
  • How product placement works?
  • In entertainment-related news or supplement
    page
  • Marketers provide products? invite socialites to
    take photos with their products? create an
    eye-catching title? create a feeling that
    socialites recommend those products? how much it
    costs and where to get it below the news.
  • --Example in Apple Daily

36
                                                            
??????????????????7?5400?
Chloe?????? ?????? 12/30/2007
????????????Chloe??,??Chloe 08????piece?????????,?
?????????????????Chloe???????Jeans?Converse,?????
????Stylish????Chloe??????????,??????,???????Chlo
e??????
Paddington Chain?????5?9300?
??????? 08????????,Chloe????Paddington??????????,
?????,??????Clutch????Nancy?Apple,Nancy???????????
????????,Apple????????????????????
37
Commercial Functions of Socialites
  • Attract audiences attention
  • Medias reports helps to enhance brand exposure
  • Stimulate Consumption( not only )
  • Who will benefit?
  • --socialites (attending fee, different
    endorsement)
  • --suppliers (exposure)
  • --media (higher reach)

Mass media transcends messages and greatly
influence peoples consumption.
38
  • Consumption Habits
  • ----Veronika Kuo

39
Consumption Habits
  • Products and brands connected with celebrity
    easily take media coverage.
  • Viewers/listeners/readers are easily affected by
    these media messages.
  • People with different understandings toward media
    ,fashion and self-identity have different ways to
    read messages.
  • Classify the ways into three groups
  • a. oppositional position
  • b. negotiated position
  • c. dominant-hegemonic position

40
Oppositional Position
  • Viewers/listeners/readers have abundant
    knowledge of fashion.
  • Know the purpose of the media stimulate
    fashionable consumption.
  • Trust their own taste instead of the information
    of product mass media provides with.
  • ?higher self-identity.

41
Example of Oppositional Position
  • Student V
  • a. the way how celebrity dress is not fit for
  • everyone ,not an universal standard.
  • b. even if she likes David Beckham, she will
    not buy
  • the product Beckham speaks for if because
    it does
  • not go fits her.
  • Student C
  • a. she hate to be others shadow.
  • b. on finding people using the same products
  • as her, she will never use them again.
  • c. never buys the product connected with
    celebrity.

42
Negotiated Position
  • viewers/listeners/readers have abundant
    knowledge toward fashion.
  • do notice about celebrity but only for those they
    identify with.
  • a. admire celebritys taste and other
    substances
  • b. the product corresponds to their status
  • ? negotiate with their personal conditions
  • ? consuming based on their financial
    permission.

43
Examples of Negotiated Position
  • Student J
  • a. crazy about ???, and regards her as an
    image.
  • b. would like to learn some characteristics
    of her like
  • independence and bright.
  • c. expect herself to perform like ???s
  • characteristics.
  • Student C
  • a. really likes Pradas new arrival purse,
    but without
  • enough money, she decides to give up.

44
  • Dominant-hegemonic Position
  • viewers/listeners/readers have not enough
    knowledge toward fashion.
  • consider celebritys dress or coverage to be an
    index of fashion
  • taking celebrity as a reference to help them
    find
  • their taste.
  • know not much about the product but follow the
    trend blindly
  • ?lower self-identity

45
Examples of Dominant-hegemonic Position
  • Student A
  • a. not used to using perfume.
  • b. After seeing the perfume advertisement of
    Chanel ,
  • she went to buy it.
  • Student C
  • a. feels like gaining self-identity through
    using the
  • same products with the celebrity.

46
Conclusion
  • ----Nikie Hsieh

47
Symbolic consumption
  • - integrated by three aspects
  • socialites, mass media, audience
  • - socialites as an representative of a new life
    style
  • -People consume an image

48
socialites as a symbol function-showing an
individuals social status-commercial
benefits-consumer receive a sense of
self-identity through buying this symbol to
reach an ideal self ?the desire to be the
desired
49
How it affect consumer behavior?
  • -socialites as an ideal symbol for people to
    follow
  • -socialitesauthentic opinion leadersan icon

50
M-shaped society
socialites
51
  • Negotiated position-----
  • appropriate consumption!!!

52
  • Nigel Well, not you, obviously, but some
  • people. You think this is just a
  • magazine, hmm? This is not just a
  • magazine. This a shining beacon of
  • hope
  • ---- quote from the Devil Wears
    Prada

53
  • This new way of consumption behavior---
    symbolic
  • consumption system is actually an integration
    of the mass media, socialites and audiences.
    While using an oppositional reading to look at
    this phenomenon, we have to be aware that we as
    consumers are just purchasing an image which can
    not last for too long. Meanwhile, we can not find
    our true self identities through simply consuming
    socialites. Therefore, instead of blindly
    following the trend, we should learn to be
    appropriate consumers.

54
  • Thanks!!!

55
Works cited
  • ???,???,??? (2007)???PRADA??????????????????????
    ??????????
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