The Mediatisation of Celebrity Politics through Social Media

This paper provides an analysis of celebrity politics within the public sphere. As there has been a commodification of digital media services, the lines between politics and entertainment have been blurred. With the rise of talent shows, rolling news channels and Web 2.0 networks and user-generated online content, celebrity has become instantaneous and may be orchestrated in conventional and viral terms. This analysis will discuss how these concerns have placed a greater emphasis on the personalization of political engagement. It will consider how politicized celebrities have affected and received a greater amount of coverage with reference to the rise of social networks such as Twitter and Facebook to associate themselves with endorsements, causes and activities. Therefore, this paper will provide case studies of US and UK celebrity endorsements in the recent American Presidential (2008, 2012) and British General elections (2010), alongside issue based activism as exemplified by the vitriolic online dispute amongst stars concerning Israel's 2014 military action within Gaza. It will reflect upon whether celebrity activists’ use of the social media can reinvigorate politics or will such activity reinforce the fears expressed that they will erode the political culture?