Specular economy

The rise of social media contribute to what Marshall (2010, p.498-499) described as ‘specular economy’, which we are more ‘conscious of how we present ourselves and how others perceive us’. This is particularly seen in celebrity culture, like the case of singer Rihanna.

(image from https://twitter.com/rihanna)

Rihanna’s twitter account has over 30 million followers. She frequently sends tweets, sharing with fans her insight of life (Burns 2009, p.59). There are not only photos of her at work, but also her private one like having fun with her friends. That blurs boundaries of public, private and intimate (Marshall 2010, p.499). Private and intimate moment is now shown in public.

(image from http://style.mtv.com/2012/12/05/instagram-selfies/)

Rihanna provides link to her photos on instagram. She posted selfie photos with sexy pose. In most of the photos, she wore little clothes. She was often photographed wearing bikini. And also close-up photo of one part of her body like her butt. This reflected how Rihanna produced her online ‘persona’, her public image (Marshall 2010, p.499). Rihanna is known as one of the world’s sexiest women. Through the choice of photos, Rihanna presented her beauty and sexiness. Her self-taken photo is the way how she communicated to her fans, though some regarded that as narcissistic. Marshall (2010, p.499) perfectly use everyday example which people look into mirror to illustrate that we are conscious of how we look in the eyes of others. It is an act of self-performance (Marshall 2010, p.499). Celebrities’ fame is based on support of fans, so they try to present the best of themselves.

It is also a way to build personal brand (Burns 2009, p.60). Social media provide a place where celebrities can regain control over their public presentation of self, unlike in the past which media did the job. Rihanna promoted her ‘bad girl’ image. It is how she defines her unique self. She is aware of herself as famous celebrities, which her actions will attract attention. Many fans are watching her. Though the wild and sexy photos might lead to criticism, that she is bad model to teenagers, it is a way that identifies who she is, her true self.

References

Burns, KS 2009, Celeb 2.0: how social media foster our fascination with popular culture, ABC-CLIO, LIC, United States of America

Marshal, PD 2010, ‘The Specular Economy’, Society, vol. 47, no. 6, pp. 498-502