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Issue 48 2008
From Bad Girl to Mad Girl
British female celebrity, reality products, and
the pathologization of pop-feminism
By EMMA BELL
"Hi everyone, I'm Kerry.
You probably think you know everything about me already,
but don't believe all that crap you read in the papers.
I've got bipolar,
so I have my highs and I have my lows… Watch the show.
You never know, you might even like me!"
[1] The
statement above forms the introduction to, and advertising campaign for, a 2008
MTV UK docusoap entitled Kerry Katona: Crazy in Love. The show charts
the "day to day life" of Katona, a high-profile British celebrity and former
member of the girl band, Atomic Kitten. Katona joined the Kittens in 1999 at
the age of just 19, and left in 2001 after suffering a mental breakdown and
becoming pregnant. During her days with the Kittens, Katona was represented in
the tabloid press as the most notorious band member – a brazen, busty,
foul-mouthed, lower-class, binge drinking "bad girl". Her public persona was of an
ex-soft-core porn model
and lap dancing "wild child" who successfully transitioned to more respectable
fame as a pop star. Yet, Katona was also represented as the
hard-faced little sister of the power-girls, "ladettes", and "wild child" pop-feminists
of the 1990s, such as the Spice Girls.
[2] As a "bad
girl", Katona has attracted consistently and aggressively conflicting attention.
She is locked in to a vicious and contradictory bond with the British tabloid
and celebrity media: she has been hailed as a survivor and as "Best Celebrity
Mother", while she has also been branded "Worst Celebrity Mother" and, most
pervasively, "Crazy Kerry". In 2006, with her public image at an all time low,
Katona released an autobiography, entitled Too Much, Too Soon: My Story of
Love, Fame, And Survival. The book is a rags to riches story of brutal
childhood neglect, addiction, and domestic abuse. It also details the wild
"excesses" of early fame, breakdown and recovery, and her ongoing battle with
mental illness.
[3] Part of
Katona's motivation for publishing the book was clearly to try to gain agency
and effect a rebranding of her negative media persona. "Star agency" is, as David Marshall points out, increasingly reduced
to such "privatized, psychologized representation of activity and
transformation" (cited in Williams, 118). Accordingly,
Katona's transformation involved explaining how her chronic mental illness
in part contributed to her "bad girl" persona. The "real Kerry" is represented
as a woman with agency and self control, who is psychologically self-actualized
and likeable, and has, above all, matured from "bad girl" to "good" woman. Yet
her celebrity persona remains the product of an ongoing and vicious battle with
the British tabloid and gossip media, with stories emerging (on an almost daily
basis) about breakdowns, hospitalization, bad mothering, stays in rehab,
custody battles and her scandalous past. Katona's career is now comprised of a
steady stream of what can be termed "reality products" - autobiographies,
reality TV shows, docusoaps, a column in celebrity gossip
magazine OK, self-help literature and blogs. Her
role in popular culture is as an identity-as-such, and her career is an ongoing
process of managing, repudiating, and creating the scandals that afford her
media attention. She is "Crazy Kerry" whose mad, mad life promises
relentless and lucrative media content.
[4] Far from
being unique, Katona's decision to disclose mental illness as part of her
rebranding is indicative of a trend in post-feminist celebrity culture, whereby
the bad girl/mad girl-redeemed script is a recognizable
genre of female celebrities' reality products. There is now a propensity for "bad girls" such as Katona to renounce their apparent negations and
transgressions of acceptable femininity as symptomatic of mental illness. Such
renunciations frequently take the form of using reality products to make penitent
apologies for "bad girl" behavior and involvement within pop-feminism. Yet repackaged
bad girls habitually reassert their sanity - and seek social acceptability and
cultural worth - by engaging with and invoking deeply problematic discourses
about the relationship between femininity, fame, and mental health, and
reactionary stereotypes derived from the tabloid press.
[5] When
Germaine Greer contemplates the "bad girl" in The Whole Woman, her 1999
study of the construction of the contemporary female body, she insists that we
address "the brief and catastrophic career"' of such "girls behaving badly" and
"girls on top", because "though the career of the individual bad girl is likely
to be a brief succession of chaotic drinking, casual sex … with consequences
she will have to struggle with all her life, the cultural phenomenon is
depressingly durable" (310). Greer invites us to question the enduring cultural
construction of the "bad girl", not as a courageous rebel, but as an ill-fated
casualty.
[6] Far from being
empowered or radical, the bad girl's apparent refusal to conform to
conventional femininity can be seen as making a virtue out of an inadequacy.
Yet the bad girl's career is both tragic and transitory: she is, from the
outset, fated to an unhappy end. Greer's invitation also begs the question of
what female behaviors are considered bad, and why the women who display these
behaviors attract – and often seek to attract - negative attention. If
the bad girl archetype is depressing, does this mean that the women who are
labelled as such should become "good"? And, if so, what process of
transformation - of self-making - might that involve? Yet what if the girl turns
out not to have been bad, but mad? What if her rebelliousness - her excesses, provocativeness,
and belligerence – are reframed as pathological, as symptomatic not of a
frustrated and ostensibly feminist refusal to conform, but of mental illness?
Does her self-pathologization conceal and reinforce repressive gender
structures she once transgressed?
[7] This "bad-to-mad-girl" genre is
indicative of a complicated postfeminist backlash against what can be
identified as the pop-feminism of the 1990s. In its British context,
pop-feminism took the form of the self-proclaimed feminist "ladette" and "Girl
Power" cultures. "Pop-feminism" refers to the quasi-feminist rhetoric overtly
staged within popular culture and organized around female celebrities who
embraced the "bad girl" stereotype and who were both derided and revered in the
tabloid media for that very reason. British "bad girl", "Girl
Power", and "ladette" cultures were promotional devices for girls bands, most
notably the Spice Girls, to describe a new kind of liberated and empowered
femininity marked by assertiveness, provocation, and success. But they were
also media constructs to describe an apparently new breed of boisterous and
scandalizing female celebrities. The label "ladette" was both applied by the
media and embraced by the wolf-whistling-beer-drinking-independent-bad-girls epitomized by actors such as Billie Piper, and TV and radio presenters such as Gail Porter, Denise Van Outen, Zoe Ball and Sara Cox.
[8] It is the
work of this essay to explore the ways in which many of these women have more
recently produced reality products, such as autobiographies and documentaries,
in which they emphatically reject their pop-feminist celebrity persona and
their once bold "wildness" as symptomatic of mental illness. I explore three
consummate examples of British "bad girl/mad girl" pop-feminists who, after a long period of media antipathy
and subsequent indifference, re-gained media attention through revelations of mental
illness: Spice Girl Geri Halliwell, "ladette" Gail Porter, and "wild child"
Kerry Katona. As these
women entered their late 20s and early 30s, their celebrity personae became
surplus to popular culture – their "bad girl" excesses were incompatible with the postfeminist shift toward "girlie" culture, and their sex-appeal was compromised by
"aging" bodies. These one-time "bad
girls" now almost exclusively produce
autobiographical reality products that describe a continual process of
self-making that is interrelated with their representation in the tabloid
media. As such, they seek to remake and rebrand themselves in
noticeably similar forms, by making revelations of mental ill health through
reality products, through dramatic physical makeover and through
commitment to public service and charity, and by claiming redemption through motherhood. They now seek public roles
as charity ambassadors, psychological and diet gurus, and producers of products
for children. Setting the record straight,
then, means asserting "I'm not bad, I'm mad…!"
[9] Narratives about, and images of, "real-life" mental
illness are profuse in contemporary popular culture, from psychologized reality
television shows such as Big Brother, confessional and chat TV, to
weblogs and docusoaps. These images help to shape public attitudes toward
mental illness. In fact, many studies have
established that most people in the West receive their basic information about
mental health from the mass media. For example, pivotal research in the 1990s
by the Glasgow Media Group established that representations of mental illness
have tangible and powerful social effects in the UK (Philo). Also, the 1991
Daniel Janklovich Group survey found that 87% of Americans cited television as
their main source of information about mental health, with 76% also citing
newspapers, 75% magazines, and 51% friends and family (Diefenbach and West,
181. See also: Wahl, 3). Given the extent to which
mental health has become an urgently topical issue in contemporary society more
generally, it is possible to assert that sectors of the audience for these
images and narratives are the ever more unwell. Between 1990 and 2000, diagnoses of mental illness in
Western countries more than doubled such that almost 30% of people are
diagnosed with mental illness at any one time. And this figure is likely to
increase; in 1997, The World Health Organization warned of a pandemic of mental health problems, and
epidemiological studies predict that by 2020, mental illnesses will be the most
significant Western health problem and will be the primary cause of disability
after heart disease (WHO; Murray and Lopez; Mind). If
celebrity is now central to popular culture, then the mentally ill celebrity
occupies a potentially influential position in terms of stigma reduction
and public awareness campaigns.
[10] The market for the celebrity memoir
of mental illness also intersects with that of a pervasive culture of
psychological transformation, self-help, and makeover products. McGee
persuasively argues that self-help books serve to reinforce traditional moral values and gender roles in consumer capitalist culture. This is
because emotional and
psychological health is equated with material success: one's sense of self, and
one's ability to be a successful self, is a commodity that operates according
to the market. Nowhere is this more apparent than in the celebrity culture in
which being a self – "being somebody" - is the fundamental substance of a
career. In terms of the gendering of self-help, McGee points out that, in
self-help literature, the mythic narrative of the "self made man" is
juxtaposed to the narrative of the "self-salvaged" woman. For McGee,
the female consumer is encouraged by lifestyle makeover gurus such as Oprah
Winfrey who use domestic and "female" qualities such as the
nurturing, support, and emotionality to achieve material success. Similarly,
celebrities such as Madonna profit from the "femme fatale turned mother" archetype
whose emotional stability and ongoing profitability seem to depend to a large
part upon embracing an essential maternalism. (203 n.19) The work of being a
celebrity, then, – of being a commodifiable "self" – is intrinsic to
the gendered nature of consumer capitalism and of celebrity product.
[11] For example, in the UK, celebrity
misery memoirs are routinely published
by Ebury Press - a factual content imprint of Random House. They are
categorized in bookstores under "mind-body-spirit" and "self-help" sections (as
well as "autobiography"), and they are promoted as guides to life by legitimated
celebrity experts on mental illness. They also overlap with "misery-lit" - the
increasing number of first-person accounts of trauma. This genre started in
earnest with the publication in 1993 of Dave Pelzer's A Child Called It, and has now
reached saturation point with the creation of a distinct bookstore category: "true
life". These texts usually follow a generic format: considering and narrating
personal suffering from a position of wise reflection with the stated intent of
imparting compassionate wisdom to the reader.
[12] Yet as
the celebrity confession of mental illness is partly an appeal for cultural
value, and partly an attempt to reconstruct a new persona, then the messages
imparted in celebrity narratives of mental illness can be deeply problematic
– especially in terms of shaping conceptions about what is "normal" and
what is "pathological". Yet
we should not dismiss the genuinely
positive and consolatory role that celebrities can play in stigma reduction by
offering empathetic and gratifying representations of mental health
recovery. As comedian Ruby Wax explains regarding her
2002 Ebury autobiography How Do You Want Me?, "'There's such as stigma when you're mentally
ill [so] I'm speaking up for those people. If you have a show-business career
you can get away with it – either you have a one-woman show, or you're
sectioned..."' (Wax, cit.
Johnson)
These confessional and autobiographical mediums are clearly gendered. Stephen Harper, for example, notes how revelations of mental illness by
male stars, such as Stuart Goddard (Adam Ant), are seen as therapeutic acts of
"self-fashioning", rather like the constitution of McGee's "self-made man".
They are seen as indicative of creativity and courage and can function to
re-consolidate and increase men's "cultural power" (Harper, 316). Like McGee's
"self-salvaged woman", female stars' revelations of mental illness are
tragedies, melodramas, and narratives of "failure" that undermine their
creative agency and diminish their cultural power. The "bad boy" image of hedonistic
excesses – drug and alcohol addiction, promiscuity, violence – is
in many ways acceptably masculine. If "bad girl" hedonism is "unfeminine", then
rebellious and uncontained female celebrities are, by default, somehow insane. Salacious
media reporting of female crisis celebrity reinforces the unrelenting
representation of female celebrities per se as pathologically
narcissistic and out of control. As such, the need for famous women to rebrand
their psyches and reveal mental ill health is paradoxically both self-creating
and self-defeating.
[13] Celebrity autobiographical
products about mental illness are self-reflexive texts predicated on a
knowingness of the need to continually remake the self within popular culture.
As Holmes and Redmond observe, tabloids, celebrity autobiographies, and gossip
magazines "would now seem strangely empty without celebrity disclosures ranging
from the horrors of plastic surgery to eating disorders, and drug and alcohol
abuse, not to mention 'confessions' about depression" (289). As they rightly
point out, "to observe this is not to trivialise the experience of any of these
matters (whether associated with celebrities or not) but only to point out
their increasing conventionalization within celebrity discourse" (Ibid).
[14] Celebrity autobiographical products also appear at
increasingly early career stages. Katona, for example, was 26 when she brought
out her first autobiography. In "Making Fame Ordinary", Jo Littler defines
contemporary celebrity culture in terms of compulsory intimacy and emotionality.
This values discourses of "authenticity", "reflexivity" and "keeping it real". The
precipitate autobiography is a recognisably contemporary genre produced by "stars
who appear only too keen to tell us very early on in their careers about how
they are unheavenly and how they have dirty emotional closets to clean out" (20).
Again, it is important to point out that this genre is deeply gendered
in that female celebrities remain subject to the narratives of tragedy and
failure that Harper describes, as well as to the disturbing fixation in the
contemporary media on constructions of female celebrity in crisis. Moreover,
the tabloidization of contemporary culture has been framed, by Levy amongst
many others, as a proccess of "feminization" by which constant
attention to individuals, and to emotionality, domesticity, relationships,
physical appearance, sickness, and trauma has overtaken the
"masculine" sphere about politics and social affairs.
[15] In terms of
the gendered nature of the celebrity autobiography, British examples include life-writing
and reality products by "power girl" Geri Halliwell, Victoria Beckham, "wild child"
actress Daniella Westbrook, leading "Ladettes" Gail Porter and Billie Piper,
and glamour model and professional celebrity Katie Price (aka "Jordan"). Piper's Growing Pains (2006), for example, reveals
her struggle with anorexia, Westbrook's The Other Side of Nowhere (2006)
details her anorexia and the contours of the very public cocaine addiction that
famously destroyed her nose, and Price's Pushed to the Limit (2008) contains
revelations about post-natal depression, stress, and anxiety. All of
these women found fame at a very early age, were known as bad girls and/or
pop-feminists, and were the subjects of innumerable scandals about drink,
drugs, sex, and generally being "out of control".
[16] For the women in question, their celebrity depends on
their both being in and out of control – not only of their public images, but of
themselves. Yet this lack of control can be culturally valuable: the mentally
unwell celebrity woman is, by default, not in control of her person/persona,
but she is also therefore, seemingly unmediated and "authentic" in Littler's
sense of the term Rebecca Williams explains the exchange of power and
privileges between the celebrities and the media as only the impression of
"star agency" (112). Although they are produced in reaction to a relentlessly
prying media, the autobiographical reality products are also almost always a
uniquely controllable means of (re)constructing a public persona. Through the
memoir, one can offer emotional intimacy, dispute or create media scandals, and
assert authenticity. Documentary and interviews can be edited and
misappropriated, but the autobiographical product – conforming to genre
conventions, designed for a sympathetically receptive "misery market", and
rigorously managed by a publicity team – is generally under strict
industrial control.
[17] What is more, celebrity as such – being
somebody - can be a
precarious means of trying to transcend discontent. Media attention on what
Holmes and Redmond term "fame damage" undermines the promise of celebrity as a means
of success because one "risk[s] everything to lose your own sense of self" and
"gamble your identity to acquire wealth, to become acknowledged, to become
somebody" (3). The fame-seeker, the wanna-be-somebody, can be "a split figure,
dissatisfied and unhappy" who reaches out for fame as the promise of "plenitude
or ontological and existential wholeness", yet only finds selflessness (Ibid). Fame damage evidences a shared sense of psychological
inadequacy, as well as exposing the failure of celebrity to end this
inadequacy. According to Holmes and Redmond, "In the modern world one is
psychologically damaged, whether it is an anomic fan or a lonely famous person"
(3).
[18] What
follows explores the autobiographical reality products of three British female
celebrities, Spice Girl Geri Halliwell, "ladette" Gail Porter, and "wild child"
Kerry Katona, as superlative examples of the ways in which the pathologization
of pop-feminism is intertwined with revelations of mental illness and
contemporary reality genre. In Halliwell's autobiographies If Only (1999) and Just
for the Record (2002) and documentary Geri (1999), she talks
candidly about her struggle with eating disorders and depression; in the memoir
Laid Bare: Love, Survival, and Fame (2007) and numerous interviews and
reality shows, Gail Porter discusses her public breakdown and mental illnesses
ranging from bipolar disorder to stress-related alopecia; in Too Much, Too
Soon (2007) and the docusoap Crazy (2008), Katona
discloses her anorexia, depression, drug
addiction and bipolar disorder, and in her self-help book, Survive the
Worst, Aim for the Best (2007), she explains her experience of, and
recovery from, these illnesses while imparting lifestyle advice to the reader.
[19] Halliwell, Porter,
and Katona's autobiographical and reality products are especially indicative of
a backlash against 1990s pop-feminism, as well as of the ways in which female
celebrities now seek to intervene in a media culture already primed and
impatient to pathologize female celebrity. What is more, they describe mental illness as
instigated by an apparently unruly female body which manifests itself in eating
disorders, self harm, sexual promiscuity and post-partum depression. In essence, Halliwell, Porter, and Katona's
autobiographical products pathologize their pop-feminism as an escape
from mental health problems, and as the cause of mental health problems. The narratives follow a set format: re-narrate
the breakdown of fame, discuss early childhood trauma, explain "bad girl" behavior
as symptomatic of mental illness caused by trauma, explain fame as a
pathological lack of sense of self and fame-seeking as a symptom, explain how
the celebrity false-self collapses under the pressures of fame, and explain the
processes of, and motivation for, recovery as redemption though motherhood. By
making over "bad girl" personas, their reality products initially attracted
enough positive attention to allow their subjects to re-emerge into the celebrity mainstream. To be in control of their
selves and their bodies, they repudiate the "bad girl" behaviors they once
proudly promoted as "feminist".
Ginger to Geri: Mind and Body
Makeover
[20] One of the
disheartening aspects of the un-conforming female is that she is portrayed as a
"girl" – diminutive, infantile and pubescent. "Girl Power" was primarily
aimed at adolescents, and even political female movements organized themselves
as "riot girls". "Riot Girls" offered an ostensibly repackaged feminism as a
form of defiance against social power through an essentially female strength,
whereas "Girl Power" offered a more playful ideal of
individualism, attitude and material success. "Girl Power" was also dedicated
to sexual forthrightness and "girls on top" pleasure seeking which often took
the form of provocation and exhibitionism. Halliwell's Spice Girl character,
Ginger Spice, was the most vociferous exponent of "Girl Power": "I was always
serious about 'Girl Power' and felt that the Spice Girls were on a mission to
save girls and lift their self-esteem" she asserted (Halliwell, "Just", 93).
[21] "Girl
Power" coincided with the dramatic shift in British politics from Conservative
to New Labour leadership in 1997. In a classic
interview in political magazine The Spectator, Halliwell cited Margaret
Thatcher as "the first Spice Girl, the pioneer of our ideology – 'Girl
Power'" and their first single, "Wannabe", as "an anthem to Thatcherite
meritocratic aspiration" (Montefiore, 14). Yet
as Justine Ashby explains, "Girl Power" became synonymous with New Labour
sloganeering and the high-profile "Blair's Babes" - 120 new female MPs elected
in 1997, the largest amount of women ever to sit in the House of Commons. "Girl
Power" complemented the idea that "Blairism would usher in a new, more democratic
era in which opportunities for women would be there for the taking", yet "Girl
Power" "confounded any real attempt to politicize it" (129)
[22] In terms of its vaguely feminist rhetoric, "Girl
Power" has been both praised and vilified by feminists. Kathy Acker, for
example, praised "Girl Power" as ''Being who you wanna' and not taking any
shit' (cited in Greer, 310). In contrast, Rosalind Coward denounced it as 'a
good label to use in any situation in which girls might be putting themselves
forward in new, brash, "unfeminine" ways' (122), complaining that "Girl Power"
was, in essence, a declawed and market driven caricature of the more earnestly
feminist and political Riot Girl movement. Ginger may have espoused feminist
rhetoric, but Halliwell firmly rejects it: "feminism is bra-burning lesbians.
It's very unglamorous. I'd like to see it rebranded. We need to see a
celebration of our femininity and softness" (Halliwell, cited in. Moorehead,
14).
[23] As Ginger, Halliwell enjoyed media affection for her provocative behavior. In
1996, for example, at the height of Spice-mania, her old glamour photos emerged
and were published in Teazer porn magazine. Rather than threatening her career,
the photos played into the "Girl Power" image; she braved the scandal and went
on to pose for Playboy in May 1998. Yet by the late 1990s, Halliwell became derided for her "brashness"; as Spice Girls'
fans grew up and her mischievousness came to look like clichd
adolescent rebellion. Rapidly, Halliwell's kudos diminished with the transition from post-feminist "Girl Power" to
"girlie culture".
[24] When Halliwell left the Spice Girls in 1998, media
speculation was rife and her first autobiography, If was an attempt to
create closure. The book charts her early life, her "wannabe" desire for fame,
and her decision to leave the band and "move on". Simultaneously, the remaining
Spice Girls issued their own collective biography, Forever Spice, which
only briefly mentions Geri's
departure ("Spice Girls"). Halliwell quickly
embarked on a video diary, and accepted an invitation from esteemed filmmaker
Molly Dineen to combine the footage with a "warts and all" documentary entitled
Geri. The film was an attempt "to understand me and what happened to me"
(Halliwell, "Just" 105). Using the media to find a sense of self was risky, yet
the film showed a vulnerable side to her image: "I probably revealed more than
I should about my loneliness and low-self esteem, but I was feeling lost [and]
looked to the film for help" (Ibid). She used the film to "work through it very
publicly and very loudly" (105), but she was aware of the popularity this
openness and uncertainly could have because of the burgeoning market for
reality products showcasing the construction of authenticity and intimacy that
Littler describes as significantly structuring contemporary celebrity. As
Halliwell puts it:
In the eighties stars like Michael Jackson and Prince had
an air of mystery about them and they came across as untouchable and
inaccessible but in the 21st century that no longer works –
people want aspirational figures who are also accessible. Even during the
making of the documentary, I realized that I couldn't give people a
one-dimensional character any more because that's not what they wanted. The
public want to see you, feel you, and touch you enough to know that you are
real. That's exactly what they got! (105)
[25] Halliwell also sees the documentary as a political
commentary on "fame damage" and consumerism that "'blew away the myth that
celebrity brings happiness [and] questions our values because it makes you
think about whether material things bring happiness" ("Just", 126). She also
saw it as potentially inspirational: "I believed that sharing my
vulnerabilities and letting others see how I was feeling, I might help one
person deal with their own problems and realize that they are not alone" (Ibid,
105). Geri enjoyed huge ratings, and viewers were mostly sympathetic to
the "real Geri" behind the cartoonish Spice Girl faade: "The whole Ginger
illusion thing had been completely shattered. Suddenly people realized that I
was a real person with real feelings who gets lonely and unhappy just like they
do ... Many people came up to me to thank me" (Ibid, 126)

Figure 1 click for larger version [26] Halliwell's second autobiography, Just for the
Record is a diary that plots her solo career. Along with her un-ironically
titled first single Look at Me and her album Schizophonic, Just
narrated her transition to a solo singer as an ongoing battle against mental illness.
Becoming "Geri" was about pathologizing
"Girl Power". In the book, Halliwell apologizes for her wild behavior, claiming
that "Girl Power" didn't work for her because it was a displacement of
depression: "it was like putting on a uniform. You don't have to think, you
don't have to deal with being a human being, and that was perfect for a
vulnerable young woman who didn't want to feel anything" (Ibid, 94). She goes
on to reject Ginger's pop-feminism and laddishness as symptoms of such mental
instability and self-alienation. (See figure 1).
[27] Halliwell's book
promotes her dramatic physical, as well as psychological, makeover. Over 50%
of Just comprises pictures
of the newly authentic Geri. The front cover is a picture of an extremely thin
Halliwell posing topless with a tape measure around her size-zero waist. The
image constructs her body as evidence of her psychological stability and authenticity,
while hinting at the candid revelations she will make. After the star was photographed leaving an Overeaters
Anonymous meeting, Halliwell's dramatic physical transformation was the subject
of tabloid scandals that potentially jeopardized her solo career. In Just she confronted this by affirming that she had
suffered from anorexia and bulimia since adolescence, and that her eating
disorder intensified after her father's death, whereupon she joined the Spice
Girls. "Podge Spice", as she was known in the media, was adolescent - a late
bloomer who was sexually unconfident and emotionally immature, physically
inhibited by late menses, still developing breasts, and puppy fat. After
leaving the group, she claims that she was able to gain control of her body and
cure her depression through yoga.
[28] In her book Halliwell asserts that the real Geri is authentically
petite, yet conflicting media reporting both rhapsodized over her amazing "new body" and insinuated that she was really
anorexic. Geri's "mind-body-spirit" yoga DVD's were one of her most lucrative products
in that they were produced in reaction to positive speculation about how everyday
women could "get Geri's body". Also, Halliwell was one of the first celebrities
to endorse that now fashionable form of exercise as a mind-body-spirit panacea.
Yet while Halliwell uses her makeover products to talk about her recovery from
eating disorders, they also showcase a modishly size-zero body. In many ways,
media reporting of her dramatic
transformation instigated the contemporary media obsession with
seeking out signs of the unruly and fame-hungry female body, and constructing
the female celebrity body as both pathologically and essentially physically
remarkable. Halliwell's body became an immediately visible signifier of both
her sense of stability and media gossip abut her eating disorder and mental
instability. Any and all changes in her body – perceived, or real –
are, as is the case for all contemporary female celebrities, central
preoccupations in media constructions and deconstructions of her celebrity
persona and in terms of emotional wellbeing and value.
[29] By the early 2000s, other ex-Spice Girls became subject
to accusations of mental illness – notably (once again) eating disorders.
Victoria Beckham – Posh Spice – endured vigorous speculation about
her own dramatic weight loss and physical makeover. Tabloid coverage of her
miraculous "recovery from pregnancy" instigated media obsession with
scrutinizing the female celebrity body for signs of post-partum ugliness,
sexual unavailability and undesirability and mental and emotional instability.
Beckham initially denied the rumors, stating: "with the other [Spice] girls I
have a responsibility as a role model. Some young fans might get the wrong idea"
(bbc.co.uk, "Posh denies"). However, in a high profile interview on the
primetime Parkinson TV
show just months later, she intimated that she had an eating problem, but that
it was related to pregnancy (Ibid).
[30] In her 2001 autobiography, Learning to Fly,
Beckham revealed that she had suffered from anorexia as a psychopathological
reaction to fame, but has now recovered. Like Halliwell, Beckham was at pains
to state that her now dramatically thin body is authentic because she is
mentally stable, representing the (less famous) "real me". The book was an
attempt to "set the record straight on the controversies that surround her especially
regarding her new appearance" (bbc.co.uk, "Posh admits"). As Learning
was published, Beckham was
trying to launch a solo career with the unfortunately titled single Out of
My Mind. And ex-Spice Girl Mel C has also revealed that she suffered from anorexia
and bulimia during her career. Through these autobiographies and documentaries,
"Girl Power" was reconstructed as mentally and physically disempowering.
Gail Porter: Mental Health and
Public Service
[31] Simultaneous
with the rise of "Girl Power" in Britain was the emergence of a new "lad" and
"ladette" culture which appeared as a defiant reaction to the caring, sharing,
emotionally open "new man". "Lad" culture involved rebelling against the
apparent "feminization" of society in order to reclaim an essential,
unreconstructed and shared masculinity. "Laddism" found its primary
expression not through specific celebrities but through male-oriented magazines
such as GQ, Loaded, and FHM, which trade on soft-porn images of women and celebrations of the
wilful immaturity and compulsory hedonism. First coined in 1995 by advertising
agency Collett Dickenson, the term "ladette" referred to a growing number of young
women and female celebrities engaged in similarly "male oriented" activities
including drinking and sport, and whose behavior is judged to be "unfeminine". In
so much as it was seen as empowering and quasi-feminist, "ladettism" meant embracing
hedonism as a means of "taking on men at their own game" and "giving as much as
you get".
[32] Gail Porter was a darling of both the "lad" and
"ladette" scenes, known for numerous scandals centering on her hedonism, her willingness to appear naked in "lad's"
magazines, and her overt displays of sexuality. Porter started
as a runner before breaking through in 1995 as a presenter on Scottish and
UK-wide children's television shows including Scratchy and Co. and Fully
Booked. Increasingly
represented as a wild-child sex symbol, her notoriety came into conflict with
her image as a wholesome children's presenter. Porter created scandals by
appearing naked in soft-core shoots for FHM, GQ, and Loaded at the same time as
Halliwell's photos appeared in Teazer and Playboy.
[33] Firmly established as a "ladette", by 1998 Porter transitioned
from children's presenter to mainstream music shows like Top of the Pops.
Notoriously, in May 1999, naked photographs of Porter were projected onto the Houses
of Parliament as a marketing stunt for FHM. Porter claimed to know
nothing about the stunt, and thus reacted unconcernedly
to how her image was used, expressing delight at the fuss it had caused. Yet she is now at pains to distance herself from "ladette"
culture and assert a more "feminine" self:
We were all called "ladettes". [After] the Spice Girls and "Girl
Power" in the mid-90s there's been all this stuff about "sisters doin' it for
themselves", challenging men at their own game [but] I've never had the
slightest inclination to be a man or, rather, a lad (Porter, 150).
In The Daily
Mail tabloid supplement, Femail, fellow ladette, Sara "Coxy" Cox,
also recanted her unfeminine behavior: '"ladette" is a word that makes my toes
curl now', says Sara, screwing up her pretty nose in disgust… 'It was a younger
me'" (Cox Cit. Hardy).
[34] Porter's career
came to an abrupt halt in 2005 through a mental breakdown that was initially
made visible by her sudden hair loss, and then became a media scandal after a
much reported suicide attempt. Suddenly, "Ladette-Gail" was "Mad-Gail".
After a period of recovery, she was approached in 2006 by Ebury to write an
autobiography, and she agreed to write the book to counteract negative press
about her illness. Throughout Laid Bare, Porter describes
being a ladette in terms of a lack of self and loss of agency that became
defining symptoms of her mental illness. She was "acting"; playing a role
foisted on her because she was pretty, provocative, and partied a lot. When she unashamedly appeared in public without hair and
spoke candidly about alopecia and depression, tabloids such as The Daily
Mail suggested that she was paying the price for her laddish misbehavior,
going so far as to ask "did she deserve it?" (See Hogan)
[35] Porter says she would not have agreed to write her book or make
documentaries had stories about her mental ill health not prompted such media derision.
Her public image can, potentially at least, edify the public by
de-stigmatizing women's mental ill health. She is attractive to organisations
that are "keen to garner celebrity support as they raise news profile of an
issue and engender affective identifications" (Littler, 17). Porter is now
indivisible from "mad Gail", and has not appeared publically in any context
that does not focus on her mental health. For example, in a high profile 2006 BBC documentary One Life: Gail Porter Laid Bare,
she talks about living with bipolar illness and alopecia to educate the public
about both of these conditions. Yet her apparent altruism is constantly
undermined by way of reference to her "madness" and fame-seeking. In an
indicative interview with columnist Phil Hogan in UK broadsheet The Observer,
Porter explains her motivations while Hogan interprets what she is saying in an
analytical stance shared with the reader:
I feel able to ask her whether she would have
written this book if she'd still had her hair. "No" she says, twiddling with
one of her false eyelashes which has become unhinged [sic]. "When I first got
approached [by Ebury], I was not interested. I'm so bored of all these girls
who have written about 20 books by the time they're 25. I didn't want anyone to
know about my sex life or who I fancied. But I thought that this was a
different take on a celebrity book … I'm 36 now and I've had my fair share of
strange things happen". By this, she means her history of mood swings,
anorexia, episodes of binging of one sort or another and self harm (on holiday
in the Maldives, she needed 10 stitches to repair a wound self-administered
with a Swiss Army knife). There's a story about sleepwalking too (out of her
flat on to the streets of Soho) and a terrible crisis point when she wakes up
on "suicide watch" in hospital after overdosing on sleeping pills and vodka
(Hogan, 14).
[36] Like Halliwell, Porter understands
her story as a positive intervention in the public sphere whereby she might use
her celebrity notoriety to speak openly about mental illness and to reach out
to other women. She clearly
differentiates her autobiographical work from apparently "shallow" celebrity
product because she sees it as less a cynical attempt to stay in the public
eye, than a bid to provide some form of public service. In this way, her book
is sold in an informative tone, classified in the "social and health issues"
and 'mental heath' sections of booksellers such as amazon.co.uk, and her
films are presented as "serious" documentaries meant to edify the viewer and
reduce stigma. As Harper notes, scandals about celebrities' madness may
function by "reassuring audiences that, far from being a barrier, mental
distress may in some sense constitute a rite of passage leading, ultimately, to
social and/or professional success" (314).
[37] Yet, as I have sought to establish in this article,
while Porter's transition to heroic survivor and "someone just like you" is
crafted to demonstrate renewed value and purpose, her altruism is habitually
undermined and pathologized by the media as the attention-seeking behavior of
another burnt out "ladette". Porter is routinely derided because public
knowledge about her mental illnesses can undermine her "authenticity" and
because she can be seen as using her illness to pursue authenticity.
Appearing without her hair, for example, she makes a seemingly defiant refusal
to conceal her unrecovered self.
[38] Returning to Hogan, for example, he notes that her
bright forthrightness conflicts with an "eyelash which has become unhinged"
(Hogan, 14). This betrays a general urge to devalue female celebrities' credibility
by taking an analytical stance to undermine and assess their state of mind. Hogan
is analyzing neither attitudes to women's mental illness nor the postfeminist
culture in which celebrities like Porter are constructed; he is pathologizing Porter's
willingness to speak about her experiences in the public sphere, and her daring
to be seen with no hair. Reaction to her appearance focuses on comparing bald
Gail to the 1990s pin-up Gail, and attitudes to her alopecia are, of course,
highly gendered. One can compare Porter's public appearance at this time with
reaction to Britney Spears shaving off all of her hair as a sign of her mental
instability. In Porter's case, her unattractiveness– the physical
manifestation of her mental state - effectively ended her career as anything
but a professional mad woman. But Porter parries that now that she is no longer
seen as attractive, she can do "serious" work:
With big eyes and blonde hair I was going to get
fluffy jobs [then] your hair falls out and you get invited to go to Cambodia to
do a documentary on inter-country adoption… I'm probably going to have a longer
career now than I might have – because how long can you be blonde and
pretty for? I keep seeing in the papers, "Oh, poor Gail's gone mad!" Everyone
wants to feel sorry for you, but I'm fine, I'm great (cit. Hogan, ibid)
[39] Porter regularly appears in public to raise awareness
of mental illness, global poverty and women's heath. She shuns the "heroic
survivor" label, yet exerts agency by inviting media interest in her
strangeness: "I refuse to be called brave or a victim.
I urged charities to capitalize on my novelty value" (Ibid). Likewise, Halliwell works as a UN Ambassador for women's
health and for breast cancer awareness charities, yet her role is undermined by
similar cynicism about her sincerity and motivations. In an article in The
Guardian newspaper entitled "We're all for Girl Power, we just don't want
this girl to have any", feminist Marina Hyde comments acerbically on Halliwell's
charity work:
Pay attention, apocalypse-forecasters: Geri Halliwell has held talks
in Washington in her role as UN ambassador … one of these Washington power
players describes Geri as "a shining example of how one woman can make a
difference for the health and dignity of women everywhere". Um ... is it OK to
say, "Not in my name" at this point? (12)
This type of
reporting is predicated on the ostensibly un-feminist assumption that it is
acceptable for these women to comment on "private" feminine spheres, but not
apparently "public", masculine, spheres.
Kerry Katona: the Madness of
"Keepin' it Real"
[40] By the late
1990's, pop-feminism had become synonymous with the
notion that liberated, independent, and progressive females participate in,
consume and exploit sexualized consumer products. Younger "wannabes"
like Katona, who had cut their teeth on "Girl Power", were embracing its
message of liberation and empowerment through celebrity and provocation. Halliwell, Cox, and Porter all took amateur and
glamour modelling work before they were "discovered". In Cox's case, it led to
her presenting Channel Four's "Girl Power" Girlie Show (1996-97) showcasing
bad girls, "lad badgering", pop music, and celebrity gossip. Their bodies were
a valuable commodity, and soft-porn was a seemingly "feminist" route out of
poverty and fame-lessness. In Female Chauvinist
Pigs, Ariel Levy explains the mainstreaming of pornography as the rise of
"raunch culture" – apparent sexual assertiveness that perniciously veils
female misogyny, whereby women attempt to compete with men by sexually
objectifying themselves as well as other women. Yet Levy argues that in
contemporary feminist debates about porn, the "artificial schism reinvents
itself: the Good Girls who exhibit fear and repulsion [and] the Bad Girls who
get a kick out of being politically out of line" (115) (see also Fairclough in
this issue). Likewise, pop-feminist ideals of sexual freedom and pleasure
seeking quickly became absorbed into a postfeminist culture in which the sex
industry is seen as empowering for women and a lucrative and acceptable career
choice, where "good girls" can also be "bad".
[41] For fans of the "power girls" and "ladettes" such as
Katona, selling the female body became not a barrier to,
but a quasi- feminist vehicle for, fame. At aged 16, Katona commissioned a
glamour portfolio for the "page-three" topless pin-up in tabloid newspaper, The
Sun. She wanted the photos to start a career, not in pornography but in
mainstream popular culture. In Too Much, she explains that she pursued
glamour modelling as a practicable route out of poverty and abuse, and because
of her lack of education: "I did have a 34DD chest and a size 6 waist, so I
decided the way forward was to become a page-three model [because] perhaps this
would make a difference to my life' (Katona, Too, 138). Her pictures
were not used in The Sun because she was underage, but on leaving
high-school Katona started worked as a lap dancer until being "discovered"
dancing at a nightclub by a dance music band called "The Porn Kings" who were
looking for dancers to accompany them on tour. After her dancing success,
Katona was approached by Andy McCluskey, a music producer looking to start a
new "Girl Power" band, which eventually became Atomic Kitten.
[42] Katona's fame in the Kittens was
predicated, she claims, on her genuinely ladette persona - on a refusal to be
anything other than herself. Despite having only sung
Karaoke, Katona was invited by to join the Kittens because McCluskey told her "your
rawness is just what we want. Just be yourself" (Ibid, 154). The Kittens "were so real. We didn't pretend to be
anything more than we were" (150). Yet the band also imitated their big-sister
power girls, and were "sold as the new-Spice Girls" (179). With striking similarity to the trajectory of
Halliwell's pop stardom story, Katona is now at pains to state that, rather
than being authentic, being a Kitten was actually an avoidance of facing her demons
and her deteriorating mental state: "Being one of the Kittens was like acting…
I wasn't being myself" (120).
[43] Katona's celebrity has always been intensely
inconsistent. She is widely considered to be a brave survivor of a brutal
childhood and transcendent of a "white trash" background, yet has been dubbed
by the tabloids as a "Bingeing Hellcat" and "Drunken
Slapper". As a Kitten, Katona quickly became a scapegoat for the moral panic in
Britain surrounding drinking and its impact on young women. Katona explains her behavior as nascent
bipolar disorder brought about by childhood abuse and the pressures of fame. Part
of maintaining some kind of celebrity for Katona involves repeatedly generating
a "real" and "likeable" self, while simultaneously refuting scandals and
contradicting an extremely negative media image. After becoming pregnant and
suffering a mental breakdown, Katona left the Kittens and devoted herself to
her husband, boy-band star, Bryan McFadden. In 2003, she returned to present a
daytime magazine show called Loose Women, a role that played on both her
bad girl and white trash mother images. She also appeared as both judge and
contestant on reality talent contests including You're a Star and Stars
in Their Eyes, and was interviewed regularly in magazines and on
television. Her second big breakthrough came when she gained the nation's affection
in 2004 by winning I'm a Celebrity, Get Me out of Here! - a reality surveillance show in which lesser and erstwhile
celebrities are trapped in a jungle and compete in gruesome trials. On leaving
the jungle, Kerry was regarded as a national treasure -- celebrated in
newspaper headlines as "Our Kerry" and "Queen of the Jungle" – and
hundreds of fans turned up outside her house to welcome her home. Yet tabloid
stories about her drug addiction quickly re-focussed media attention on her as
an at-risk and unfit mother. She eventually checked into "rehab" at the London
Priory clinic where innumerable celebrities go for private treatment.
[44] In 2005, Katona
appeared as the quintessential ladette in her Pygmalion reality show, entitled My
Fair Kerry, in which she stayed with an Austrian Count and Countess
learning how to be "the perfect lady". It was intended as a light-hearted
process of behavioral correction - demonstrating to the public that Katona was
a bad girl who wanted to change. The show followed the format of another
British Pygmalion reality show called Ladette to Lady in 2005 which was
integral to the backlash against "ladette" pop-feminist culture. In the show,
to win prizes, usually working class women are taken to finishing school to be
chastized, tamed and trained in traditionally "ladylike" skills. Although
highly sensationalist in tone, the program was sold as a quasi-public service
intervention into Britain's "out of control" female youth culture, drawing on
discourses of psychological therapy and behavioral correction to "cure" a
recognizably "bad girl" working class pathology. According to the opening voice-over
of the show, it would "transform some of Britain's most extreme binge-drinking,
sexually shameless, anti-social rebels into respectable young ladies". Viewers
are invited to see if the women will change or "stay stuck in their vicious
cycles forever".
[45] During the filming
of My Fair Kerry, Katona became mentally unwell and increasingly
uncertain of her own identity. She felt humiliated by the program which
appeared to focus on erasing her "unacceptable" low class identity and on "curing"
her of her pathological personality. She states that "hearing [them] tell me
that so much about me wasn't good enough when I felt so low was horrible"
(Katona, "Too", 302). The show ended with
scandalized scenes of Katona drunk and obviously unhappy. Soon afterwards she
was admitted to rehab at the Arizona Cottonwood centre where she was diagnosed
with bipolar illness. In
2006, Katona returned with self-produced reality products, including
autobiographies, reality TV, docu-soaps, and self-help books. Her 2006 Ebury autobiography, Too Much, is a
traumatic story of childhood neglect and domestic violence, rise to fame, mental
breakdown and lone motherhood that narrates her urge for fame, her inability to
deal with fame, and her infamous wild child persona as symptoms of bipolar psychopathology.
[46] Her 2007 Ebury self-help book, Survive the Worst,
Aim for the Best, is classified under the "mind-body-spirit" section in
bookstores as a guide to life written from harsh experience intended to help
other women. Like Porter, Katona's books have the potential to rebrand her as a
wise, and possibly even an inspirational, figure who has survived abuse and
neglect and come out of it a better person. She has the right to not only to
voice her experiences, but to impart advice to others. Katona emphasizes that celebrity is the prize for
her unhappiness, and that she can help her fans by showing that
even "trash" like her can make it: "It's so much worse
when you're famous. I want people to say 'If she can do it, so can I'" (Katona,
"Survive" 15).
[47] There is reason to
believe that the genre of celebrity memoirs and other reality products about
mental ill health have reached saturation point and that as such, they are now
released into an increasingly cynical market. As amazon.co.uk
reviewer D. J. Read complains:
this is something like Katona's 5th (yes 5th)
autobiography, no small achievement for someone of such meagre fame … as you
would expect, it is half-baked nonsense only aimed at trying to wring out some
pity [so] she can resurrect her floundering career (Read).
Read goes on to criticize the over-abundance of too-similar
narratives: "people are getting cheesed off with this kind of (ghost written)
nonsense" because the market is "saturated by this dross from Z-listers"
(Ibid). Negativity and cynicism about the financial motivation for confession
conceals the sad irony that the woman with little or no sense of self is 'ghost
written' for the celebrity market because tabloid constructions of "bad girls"
and female crisis celebrity appear more real than she is.
Bad
Girl to Good Woman: Redemption through Motherhood
[48] "For the ex-bad-girl, the
transition to good womanhood seems largely to depend on her fitness as a
mother, or better still, on the persona of the
"yummy-mummy". As McGee tells us, celebrities are subject to, and construct,
the "femme fatale turned mother" archetype whose stability and value is
predicated on transitioning enough to accept an essential maternalism (33). In
this way, the work of being a commodifiable "self",
and of producing selfhood as a commodity, is intrinsically gendered. This is in
keeping with the ways in which celebrities such as Madonna and Katie Price have
conspicuously challenged their "bad girl" images by
appealing to a virtuous, genuine, and material maternalism. Yet this
role is precarious in that the women have to appear to incarnate a very
particular kind of maternalism, in the form of the redeemed "good mother" (see
also Cobb in this issue).
[49] The mummy role is acceptably feminine and also appeals
to the generational nostalgia and life changes of a once-teen fan base now in
their 30s. Halliwell's next career step, for example, was
to produce a children's book series organized around the young female character
of "Eugenia Lavender" - promoted as the "re-launch of 'Girl Power'" for the young female
audience of today. Yet promotional interviews in the June 2008 edition of Glamour
magazine for example do not promote the books so much as assess Halliwell's appearance
in terms of her mental health. Despite repeated
dramatic weight gain and loss, Halliwell makes renewed assertions in the
interviews of having recovered for the sake of her daughter, Bluebell Madonna (Glamour).
In The Guardian, Marina Hyde dismisses Halliwell's maternalism as
insincere and as contrived as "Girl Power": "Geri has totally bought into this
version of herself. And don't forget she's about to start on your daughter with
her forthcoming range of empowering children's books about a thinly disguised
Geri Halliwell character called 'Eugenia Lavender…'" (Hyde). While stereotypes can be used to rebrand
celebrities, neither the bad girl nor the mother are seen as acceptably
"authentic" to the media.
[50] Porter is also involved with
numerous children's charities and states that her daughter, Honey, is her
motivation for recovery, sobriety and stability. Yet she is still represented
as "mad Gail". Sara Cox expresses similar feelings about being "cured" by
motherhood: "'I enjoy my roles as a mum and caretaker of the house. I really
relish those roles and I think I'm good at them. I'm much happier now than I've
ever been" (cited in Hardy). Yet her interviewer, Rebecca Hardy, notes that
this is "not quite the brand image Sara created for herself during those L-word
years, talking about her intimate self, her sexual appetite, her partying, her
breasts" (Hardy). While these women's maternalism may dissipate the perceived
threat of pop-feminism, neither is stance accepted as "real".
[51] Katona's
vacillating status in the affections of the media can be charted through the
UK's "Best Celebrity Mother" polls – she won best mother in 2002 and
2005, and then worst mother in 2008 - when tabloid allegations of drink and
drug addiction branded her an "unfit mother" who
should have her children taken away. Since 2004, she has been employed as the
public face of a long-running ad campaign for the budget retailer Iceland
Frozen Foods – tagline: "Mum's gone to Iceland!" Since 2006, Iceland has
sponsored the I'm a Celebrity reality show that Katona won in 2004. In
the role of "regular working class mum", Katona was chosen to reflect the
company's mostly low-income, female, celebrity fixated consumer base.
[52] When she joined the campaign, the tagline changed to
"That's why mum's go to Iceland!", framing Katona's maternal image as a shared,
pluralized identity, and focussing attention on the products to suggest
that even a celebrity like Katona chooses to buy Iceland products - even though
she does not have to buy them because of low income. She was dropped from the campaign after negative
media attention around her drug use, but rehired in 2008 when her public image
seemed to become more positive.
[53] Katona's background is still said to appeal to
Iceland's female consumers because of social shifts away from the traditional
nuclear family. As Lucy Barrett in The Guardian puts it:
Katona is not being wheeled out as a role model
– far from it – but as a personality that plenty of Iceland's
consumers can identify with. As well as struggling with her demons, she has
experienced divorce and a second marriage, and had children with two different
men…Perhaps the former Atomic Kitten's antics as played out in the tabloids
help to raise [Iceland's] profile along with hers (Barrett, 10).

Figure 2 click for larger version Katona's popularity depends on her ability to promote herself as a good,
sane, (still) working class mother despite her circumstances. In the 2008 show Crazy, Katona
expresses her belief that that being frank about her illness and letting the
public get intimate with her as a mother could help her reclaim public
affection. In the advertising campaign, she tells the viewer "I'm pregnant, as
you can see, very pregnant, and I'm even going to give birth on TV. So watch
the show, you never know, you might even like me!" Her invitation evinces the
ways in which contemporary celebrity culture is intractably fixated on domestic
intimacy and on the vacillations of the fame-hungry female body. (See figure 2)
[54] Ad
campaigns for Crazy attempt an integration of Katona's most negative
media images of "bad girl", mad woman, and (un)fit mother. The brand image
portrays Katona and husband Mark bound together in matching straitjackets with
the restraints pulled tight over her heavily pregnant belly. A tie-in competition invites viewers to 'upload a crazy
picture to win Kerry's straitjacket!' Katona's attempts to establish herself as
a survivor are thus undermined because her mental health and fitness to
mother are subject to parody. In later episodes,
Katona undergoes a breast-reduction and liposuction to "cure" her of post-partum deformities. Her weight has been the subject of much media derision
as she "failed" to return to a size 6 body after having four children. Rather
than seeking the impression of "authentic" physical beauty, or promoting diet
and exercise regimes, Katona invites her audience to witness her artificial
transformation to "yummy-mummy". Yet her attempts to "keep it real" still
attract vicious negativity as she becomes the public scapegoat for moral panics
about lone-mothers and "bad girls" to the extent that she was still voted
"Most Hated Woman in Britain 2008".
[55] During the show, Katona routinely intervenes in
newspaper scandals, especially a story sold to tabloids by her mother, Su
Katona, whom she exposed in Too Much and Survive as a drug-addicted
and abusive prostitute whose negligence caused Katona's mental illness. As she
was recovering, Su announced that she too has written a candid autobiography
about her own bipolar illness and addiction in order to negate her daughter's
accusations that she was an "unfit mother". During filming, Katona suffered another breakdown and was
again checked into The Priory clinic. Tabloids then responded sympathetically, and
a front page exclusive in The Sun condemned
Su for "trading on her daughter's fame" (The Sun) (See also Cobb on
celebrity mothers in this issue). Seeking ancillary fame by selling stories
about a mentally ill woman is, it seems, shallow, exploitative and cruel. Kerry
gains status as a brave victim when Su is positioned as a madder and badder mother.
Conclusion
[56] As Greer
predicted, the 'bad girl' pop-feminists of the 1990s have not fared well after
the demise of "ladette" and "Girl Power" culture. It is not only that their
cultural power has been diminished by shifts in pop culture, but that they are
constructed within the pervasive pathologization of
female celebrity in postfeminist culture. In many ways, the 1990s
rhetoric of "girls on top" was fated to this end in that it promoted female
rebellion as a false identity that evaporates on maturity. Halliwell, Porter and Katona claim not to have been the
agents of their once personal pop-feminism, stating emphatically of
their prior incarnationas that that person "wasn't me",
and that this sense of identity confusion is a symptom of latent mental illness.
The stories of these women are of lost identities; the celebrities they
reminisce about are psychopathologized as manifestations of a lack of
self and agency. In a newly vulnerable - one might even say remorsefully feminine -
celebrity, the once vigorous power-girl and ladette culture is pathologized by
the very women who were once its pin-ups.
[57] Halliwell, Porter, and Katona's
reality products raise important issues about authenticity and idealized images
of femininity. Reality and gossip products, as
Littler points out, foreground celebrities' emotional responses (and "real")
behavior and "generate interest in 'other' sides of their characters, to
present us with new ways of getting intimate with them" (20). Yet they demand
public judgement and prompt outrage and derision. To continually trade on the
celebrity persona, reality and gossip media demand access to and construct a
"real me" that is anything but stable, but is – and has to be to stay in
the media - continually in flux and process. Mental
illness and negative constructs of "bad girl" femininity afford such ongoing
and "excessive" emotionality, drama, and psychological insecurity. As such,
mental illness becomes an integral part of postfeminist female celebrity
culture. Psychologically (re)branding female celebrities runs this risk of
replicating and reinforcing the already pathologized image of female celebrity
in the tabloid and gossip media.
[58] Mad Geri, Mad Gail, and Mad Kerry may have
been empowered personally by, and have profited financially from, their memoirs
of mental ill health, and their reality products have, in some ways,
successfully rebranded their personalities and career trajectories. But at what
cost? As they fight media derision, they pay a discounted price for their "cheapened"
celebrity personae, and their penitent tales of sin and regret very often end
up in the bookstore "bargain bin".
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Contributor’s Note:
EMMA BELL is Lecturer in Screen Studies at the University of Brighton. Her
areas of research include the representation of mental health and disability, talk
TV, avant-garde cinema, critical theory, continental philosophy, and
intellectual history. Her recent publications include essays on Harmony Korine, Lars von Trier, Dogme '95,
and philosophical pragmatism. She is currently preparing a monograph on madness,
art and critical theory.
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Ann Kibbey.
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