|
Issue 48 2008
Fame is a Losing Game
Celebrity Gossip Blogging, Bitch Culture and Postfeminism
By KIRSTY FAIRCLOUGH
Introduction
[1]
From "outing" well known actors to breaking news of celebrity pregnancies or
mental breakdowns, the gossip blog has become a key component of contemporary
celebrity culture - one that is arguably usurping more traditional gossip
forums such as the weekly magazine. Perez Hilton, one of the most popular
gossip blogs, draws
up to 7 million hits per day (LA Times) and in conjunction with other well
known sites such as TMZ, Lainey Gossip, What Would Tyler
Durden Do, Dlisted and The Superficial, it exerts a considerable
influence on the way that celebrities are mediated in contemporary media
culture. Such blogs report the scandalous, glamorous and everyday behaviors of
celebrities at such a frenetic pace that traditional celebrity gossip delivery
mechanisms are struggling to compete. Furthermore, gossip bloggers have the
power to undermine the often carefully crafted image that the entertainment industry
works tirelessly to cultivate and maintain. Sean Redmond asserts that "The
everywhere of fame has the potential to offer new and liberating interactions
and engagements for all those who are "made up" in fame, or for all those who
regularly consume its stars, celebrities and personalities." (Redmond, 27)
Gossip bloggers are helping to redefine this concept of the "everywhere of
fame" whereby the intimate interactions between the blogger and audience can
alter the public circulation of a celebrity.
[2]
Blogs encourage a cynical awareness of the production of celebrity culture and
encourage us to question the mechanisms through which we are positioned
as consumers. Yet this questioning has its limits. In order to understand this
more fully, it is necessary to examine the cultural function of the gossip blog
and its use of the "Bitch" as narrator – especially as this relates to
the mediation of performative markers of femininity within a post-feminist
context. In particular, I want to ask how a recent shift to more malicious or
"Bitchy" discussion of female celebrities, as well as the heightened profile of
the female "train-wreck" celebrity, has been propelled by the rising popularity
of gossip blogging. Indeed, what is particularly crucial here is how the
female celebrity, which arguably represents versions of the "ideal" female body
in the public sphere, can be understood within a Western neoliberal emphasis on
individualism. Furthermore, although there has been a burgeoning collection of
scholarship on both the tabloidization of news (Gamson, Biressi and Nunn), as
well as the concept of contemporary celebrity culture (Cashmore, Rojek, Holmes,
Turner), little attention has been paid to how gender is configured (and
reconfigured) within this climate. It is also clear that gossip bloggers - Perez
Hilton in particular - are pertinent examples of how celebrity culture is
no longer considered as "cheap fodder" for the masses. As Jo Littler suggests;
Previously, for professional middle-class
taste-makers, engaging with the gossip and tittle-tattle around celebrity
culture was positioned as downmarket, flashy, sensationalist and trashy: as
'common'. Now, to know about it is important, even if this is accompanied by a
vestigial sense of distance through irony (Littler, 8).
Gossip
blogs plug this gap neatly, representing a seemingly "democratic culture" in
which audiences interact with celebrity images in multiple and diverse ways.
The development of the gossip blog
[3]

Figure 1 click for larger version
Blogging has been in existence since the mid 1990s when the concept of the blog
evolved from more personal online diaries. Blogs gained widespread mainstream
recognition when they became popular during the 2004 US Presidential campaign.
Providing a journalistic mechanism to reach a twenty first century
technology-dependent audience, blogging offers a means through which to
stimulate and disseminate political debate on a global scale. Gossip blogging
operates in much the same way: often using derisive and vicious discourse, it
provides an opportunity to debate aspects of a celebrity's behavior, lifestyle
and appearance, while complicating the cultural, spatial and temporal
relationship between celebrity and audience. Celebrities are no longer
perceived as primarily or necessarily figures of aspiration, but as characters
to judge and deride. Almost all gossip blogs function in analogous ways: images
are often posted with a caption or commentary and an invitation
to post a response. Of course, stars and celebrities have always proffered
images which can be decoded by audiences in both resistant and hegemonic ways
(Dyer, 1986). However, today, the gossip blogger becomes both the producer and
consumer of the celebrity - offering a route through which to deconstruct the
celebrity image, while also contributing to, and even re-shaping, its semiotic
and cultural connotations. As Tenenbaum suggests:
Blogs have become the online expression of
American egalitarianism in relation to those placed on a pedestal by way of
their participation in public entertainment. And just as Oscar Wilde and
Voltaire lampooned the aristocracy in 19th and 17th century Europe, so too do
Michael K, Trent Vanegas, and Perez Hilton sit down each day at their computers
and turn their keen eyes to the celebrity aristocracy among us (Tenenbaum).
[4] Celebrity gossip is of
course nothing new. Perez Hilton and his contemporaries represent the most
recent figures in a long line of celebrity gossips that began functioning
during the early days of the Studio System. Louella Parsons is generally
regarded as the first gossip columnist, and Parsons began reporting from
Hollywood for William Randolph Hearst in 1925. By the 1950s, her work appeared
in numerous Hearst papers and was syndicated in many others across the world.
Parsons remained the most powerful columnist until former actress Hedda Hopper
entered the industry in the late 1930s. The two women reportedly became fierce
rivals, and although many of their stories were actually planted by the
Hollywood studios, they created anxiety among many popular stars of the day
when it came to the protection of their image. Later developments included
Confidential in the 1950s, the first publication dedicated to reporting star
scandal and gossip. Unlike Parsons and Hopper, Confidential had a much more removed
and antagonistic relationship with the studios – one fostered by the
decline of the studio system and the extent to which stars lost the measure of
industrial and cultural protection which had previously shielded them from the
most ruthless press scrutiny.
[5] Whereas in previous
eras, figures such as Hopper and Parsons may have adopted a level of derogatory
discussion regarding particular stars, they operated from inside and alongside
the Hollywood studio system and generated interest in actors to promote their
latest films. Indeed, the gossip mavens of the studio system functioned as
distant but caustic commentators on the stars of the day, whereas contemporary
bloggers are engaged in a much more intimate relationship with their readers,
often gaining information from them and directly participating in online
discussion. The speed at which these sites are able to post their
content permit minute observations of celebrity behavior. Many sites, including
TMZ.com, post video content from the paparazzi, and the immediacy of
seeing and hearing a celebrity caught "off guard" offers an arguably more
visceral experience than any print material could possibly offer. At the height
of Britney Spears' well-publicized breakdown in January 2008, TMZ.com
placed videographers with a live feed outside the star's house and at the
courtroom, so that the public could literally follow her journey in virtual
real time. The New York based Gawker gossip site also
exemplifies this cultural and temporal shift in a feature entitled "Celebrity
Stalker." Members of the public who spot a celebrity in Manhattan can email the
sighting to the editors. The editors then publish the information alongside a
map and directions so that a reader can literally follow the movements of a
celebrity across the city. Of course, the celebrity gossip market remains
dominated by paparazzi images, but gossip blogs increasingly publish "candid"
photographs taken by the public. This to some degree circumvents the conventional
channels through which celebrity gossip is disseminated, encouraging the
audience to become a more intrinsic part of the machinery which produces
celebrity culture.
[6]Weekly
gossip magazines remain popular in both the UK and the US, and publications
such as heat and Now regularly garner large weekly sales figures
of around 500,000 (baueradvertising).
However, unlike gossip magazines, blogs are beholden to no journalistic
standards and rely on unsubstantiated rumors, unsourced stories,
unflattering candid photography and acerbic commentary. Gossip bloggers often
prefer to remain anonymous and many sites rely on members of the public
providing content, which is posted without attribution. Indeed, the outing of
bloggers has now become a pastime of the mainstream media. For example, the
press relentlessly pursued information about the origins of the blog Girl
with a One Track Mind , and eventually succeeded in revealing the identity
of its author, Abby Lee. However, there are some who are keen to overtly
display their identity and Hilton is the self-proclaimed "Queen of all
Media"(Perezhilton.com). Both Hilton and Lainey Liu of Lainey Gossip
occupy an interesting space between the invisible commentator and visible
celebrity, while both provide significant examples of the mordacious dissection
of female celebrities' looks and style.
Gossip
blogging and postfeminism
[7]
I situate the celebrity gossip blog phenomenon as an important, but largely unexamined,
register for the transmission and reiteration of discourses of contemporary
postfeminist media culture - a culture which, as Tasker and Negra assert:
is inherently contradictory, characterized by a
double discourse that works to construct feminism as a phenomenon of the past,
traces of which can be found (and sometimes even valued) in the present;
postfeminism suggests that it is the very success of feminism that produces its
irrelevance for contemporary culture (Tasker and Negra, 8).
I
position gossip bloggers within this context, one which regularly suggests that
feminism in its traditional sense is no longer necessary. Although postfeminism
does at times complicate this assertion, as it can celebrate feminist gains in
a limited and frequently reductive fashion, it almost always evokes - as Tasker
and Negra assert – "the pastness" of feminism, implying that we can only
look back at a feminist movement that no longer holds much relevance to a
twenty-first century media culture. It appears that this "pastness" has been
willfully embraced in popular culture, evidenced in the hyper-sexualization of
popular culture from the Girls Gone Wild phenomenon to the E! reality
show Girls of The Playboy Mansion (2005-present). Post- feminism is both
a complex and loaded term and one that, in a neo-liberal society, has been packaged successfully, suggesting that women must buy into
the products of makeover and celebrity culture in order to demonstrate their
"empowerment". This reinforces the notion that the principles of second wave
feminism are archaic, and it operates to further fuel cultural anxieties
surrounding body image, relationships, careers and motherhood. As Paula Black
suggests:
The gains made by feminism, such as access to
free and safe contraception and a commitment to equality in the workplace, at
least in the affluent industrial world, mean that young women have been freed
to make choices regarding occupation and sexuality within less rigid
restrictions than their mothers. However, this freedom has also been
experienced as responsibility and fear of failure. (Black, 153)
[8]That
these anxieties may have arisen as a consequence of possessing such freedoms,
suggests women must be seen as successful in all areas of life, and particularly in terms of
physical appearance. The discourses of postfeminism actively reinforce these
concerns by suggesting that women may be able to have it all, but must also
engage in the constant maintenance of the self in order to remain beautiful,
employable, marriageable and ultimately happy. In both makeover and celebrity
culture any sense of identity stasis is condemned; women are encouraged to look
to the body to locate their sense of self and in order to be perceived as a
good citizen, they must be involved in a process of what Meredith Jones terms "becoming"
(2008). This is a state in which one must continually engage in practices that
are seen to improve both the inner and outer self and as Jones argues, this
culture suggests that "becoming is more desirable than being" (Jones, 12). A
continuous beauty regime and an investment in costly surgical procedures are
fervently advocated with no discussion of financial implications. The voracity
of the empowerment or "you're worth it" rhetoric has propelled this to the
point where women are often considered as "letting themselves go" if they have
not continuously participated in rigorous beauty regimes.
[9] Engagement with this
prescriptive regime of self-maintenance is mandatory in a postfeminist culture,
while the boundaries of this ideal self are positioned as precarious and fluid.
Celebrities are also regularly deemed as having "gone too far" in their quest
for youth and beauty and as such, are publicly condemned in the gossip blog.
Older female celebrities such as Cher, Farah Fawcett and Melanie Griffith are
regularly vilified for not "growing old gracefully" and for having too much
surgery so that the extensive labor involved in maintaining this "ideal self"
is revealed. Conversely, within this context, celebrities are also routinely
maligned for not fully participating in this process as their success is seen
as reliant on a youthful physical appearance. Being correctly "feminine" is a
concept that pervades both makeover and celebrity culture. One of the functions
of the gossip blog within this landscape is to reinforce and police such
conservative conceptions, while wrapping a deeply derogatory discourse in a
cloak of reflexivity and irony which allows the blog to become an "acceptable"
and normalized part of celebrity representation. A key feature of this
discursive context is that female celebrities are unsurprisingly held to
different and more exacting standards than their male counterparts. It seems
that the female celebrity must be acquiescent to a culture that is more
concerned with her physical representation than her professional
accomplishments.
Bitch Culture
[10]The seeming pleasure with which vicious
celebrity gossip bloggers have been embraced may well suggest that a "Bitch
culture" is a key part of the landscape of postfeminism. The term "Bitch" is
recurrently used in a variety of contexts within popular culture. It has
undergone something of a reclamation in some areas, as demonstrated by its use
in relation to best selling books such as "The Bitch in the House" and
the diet bible "Skinny Bitch". Here, the term is used in a celebratory
way to describe women who are confident, self-assured and focussed. The "Bitch
culture" that exists within the gossip blog does not operate to celebrate women
who exude such traits, but to continually denigrate them. Bloggers often adopt
the traits traditionally associated with the term; they are outspoken, flout
codes of courtesy and are fiercely opinionated. As well as reconfiguring the
celebrity image in terms of detailed discussion of how female celebrities
rigidly conform to, or deviate from, the prescribed boundaries of femininity, Perez
Hilton also attempts to "out" celebrities (and has done so with N-Sync
singer Lance Bass and actor Neil Patrick Harris, while regularly hinting at the
possible homosexuality of stars such as Will Smith, John Travolta and Tom
Cruise). Identifying as a homosexual and founding a media personality on his
"queen persona," Hilton clearly embraces a camp sensibility and insists that no
celebrity should claim the right to remain "in the closet" when in the public
sphere. Perez Hilton's persona as a gay male diva embraces this bitch identity,
while endorsing a peculiarly essentialist configuration of gender
categorization. In Hilton's cultural space as a gay diva, women must be
essentially "female" and those that he perceives as not conforming to these
strictures, such as actress Lindsay Lohan's girlfriend Samantha Ronson and
wrestler Hulk Hogan's daughter Brooke, are routinely positioned as "other", and
labeled with terms such as "manly" or "trannies". (Perezhilton) Here, Perez
Hilton couches his condemnation in an ironic and playful context by using
humorous discourse in an attempt to mitigate the ferocity of his condemnation.

Figure 2 click for larger version [11] In comparison, Perez
Hilton promotes burlesque star Dita Von Teese and Hollywood actresses
Natalie Portman and Scarlett Johansson, as examples of celebrities who achieve
his required state of being "ideally female". Yet Von Teese's image is
complicated by her identification with burlesque which parodies feminine
identity. In making visible – to some degree - the labor of femininity,
Von Teese's image in part resists mainstream notions of feminine beauty. Yet
such complicating factors are not acknowledged. Evidently, the key practice of
gossip blogging is to police the physiological status, style and appearances of
female celebrities – regardless of their association (or otherwise) with
more "meritocractic" notions of talent and fame. Perez Hilton has
frequently attacked actress Mischa Barton for her seeming lack of style and for
her body, which has been photographed displaying evidence of cellulite. Gossip
blogger Lainey Liu of Laineygossip also adopts a "Bitch" persona and
regularly engages in these discourses to call attention to celebrities' beauty
regimes and engagement with consumption practices. An image dissection of US
singer and actress Jessica Simpson is presented in malicious detail.
All the signs are there…Just before John Mayer
broke up with Jessica Simpson, she was photographed wearing those infamous high
waisted pants, a little bloated from drowning her pre-breakup heartache into
much food and booze, incapable of thinking straight, let alone being able to
dress herself properly. I feel another episode coming. Maybe not the exact same
trousers, but something equally as memorable, equally as atrocious, and
hopefully equally as hilarious. Check out Jess in Vegas at the grand opening of
the Palms the other night. She looks awful. She looks old. And she knows it
too. Because the Jessica Simpson we've seen the last few months has been
totally the opposite. When things were right in her relationship, Jess was no
tranny. She was light and beautiful with really great hair and so much
confidence and now just a shadow of that remains. Note her body language in
this black dress. Not flattering and she can feel it. Even worse, she can't
figure out to how it make it work anyway despite the poor fit. Jess has lost
her mojo and she will also lose her Romo…which can only mean one thing:Another
epic fashion disaster is just around the corner. You can't wait. Don't lie.
(Laineygossip.com)
[12]This
kind of detailed dissection of a celebrity image is typical of the Bitch
narratives at work within gossip blog culture. This discourse also exists
as a reminder to all women that, while we may look up to celebrities, we must
consume correctly and become obsessive about our own bodies. A pertinent
example of such surveillance is the celebrity "baby bump watch" phenomenon,
where the slightest evidence of a bloated stomach automatically raises
questions about pregnancy (see Negra on the fetishization of celebrity
pregnancy). If the celebrity is not pregnant, they are warned that they must
re-shape their bodies, and like their celebrity counterparts, "ordinary" women
are encouraged to be obsessed with their bodies in terms of pregnancy, and
post-pregnancy weight. The contradictions here are obvious: female celebrities
are considered strong and independent women and yet they also regularly
inscribed as infinitely inadequate. This is arguably a far cry from the
pedestal that the famous were afforded only a few decades earlier in the
Hollywood studio system. Although the gossip columnist in this era may well
have offered negative comment, there remained a sense that stars were valued by
audiences both for their looks and their style as much as for the "talent"
which made them famous. The qualities of transcendence and ineffability that
attached to so many Studio era stars are largely anathema to the contemporary
celebrity gossip blog.
Gossip blogging and "train wreck" celebrity
[13]
In recent years, there have been a number of well-documented cases of the
"downfall" of young female celebrities including; Paris Hilton, Nicole Richie,
Britney Spears, Mischa Barton, Lindsay Lohan, Lily Allen, and Amy Winehouse.
These women are linked by their highly publicized drug or alcohol addictions or
arrests for driving offences, while they are also seen as being connected by
their putative narcissism, conspicuous consumption, and bids for sexual
affirmation. Deemed innately fascinating, they have become everyday fodder for
the majority of gossip blogs, magazines and tabloids in both the US and UK. Perez
Hilton's namesake, Paris, is an example of a celebrity whose private self
has happily disappeared into its own image, becoming the ultimate example of
post-modern identity. Hilton encapsulates the sexist imagery that postfeminism
utilizes with its trademark ironic twist, exploiting her sexuality for
commercial gain. While the concept of the "bad girl" - particularly in
Hollywood - is nothing new, assiduous attention has been paid to this small
group of female celebrities whose behavior has been treated with widespread
condemnation. The term "train wreck", an American expression adopted by most
gossip bloggers, has become a catch-all term for young female celebrities
deemed to be "out of control." During 2006 and 2007,
a number of these celebrities were photographed seemingly encouraging paparazzi
to take pictures of their intimate body parts while exiting limousines. Perez
Hilton and others have regularly posted these images of female celebrities
ostensibly exposing themselves (see also Schwartz in this issue). To some
degree, this exposure could be read as an espousal of a feminist ideal of
freedom of choice: these women opt to be in the public eye and choose to
display their bodies in particular ways to the waiting paparazzi, fully aware
that these images will appear on such sites, commodified for our
consumption. Yet these episodes and images do not
suggest freedom. Rather, they evoke a postfeminist trickery that encourages
hypersexualization and exploitation in the name of empowerment. As Ariel Levy
suggested in her conceptualization of postfeminist hypersexualization:
Because we have
determined that all empowered women must be overtly and publicly sexual, and
because the only sign of sexuality we seem to be able to recognize is a direct
allusion to red-light entertainment, we have laced the sleazy energy and
aesthetic of a topless club or a Penthouse shoot throughout our entire culture.
(Levy, 26).
Predictably, the incidents of celebrity flashing
created furious debate and discussion in the popular media. Camille Paglia
commented angrily on the phenomenon suggesting, "I am completely
appalled by what these young women are doing because I think that they are
cheapening their own image and obliterating all sexual mystery and glamour,
which are at the heart of the star system" (Paglia, cited in 'Us Magazine'). Yet these women have grown up in a culture where second
wave feminism is seemingly of little relevance to their lives: they exist
within a postfeminist culture in which the relentless focus on individual
choice and pleasure has been the pervading societal mood.
[14]A
mainstreaming of celebrity hatred has also taken place, and the evolution of
the gossip blog - with its use of the Bitch narrator - has certainly propelled
this development. Turner suggested in 2004 that invasive, exploitative and
vengeful celebrity coverage is niche and targeted at a "minority for whom such
coverage may well operate in ways that are difficult to interpret from the
outside" (Turner, 122) Yet today, this discourse is far from niche, not least
of all because Bitch culture has become firmly embedded within the mainstream
paradigms of celebrity mediation. Within this context, few celebrities have
received more negative attention than Britney Spears. Her fall from pop stardom
and descent into mental health problems and drug addiction has been well
documented, not least due to her supposed status as an "unfit mother". Lisa
Appignanesi suggests that:
Then as now, it seems, men can be wild and bad,
transgress bounds, enter the revolving doors of what we casually call "rehab",
without incurring the stigma and constraints of madness, whereas women,
certainly once they have reached the maturity of motherhood, cannot. Being a
bad, rebellious girl, in the style of Amy Winehouse or Lily Allen, may just
about be permissible, but the socially defined limits of what is considered
"sane" quickly narrow with the arrival of babies. (Appignanesi)
Spears's
public downfall and perceived failure at motherhood attests to the fact that
famous mothers – particularly when they are young - are under
unprecedented surveillance by the media. Gossip bloggers promulgate this
process by scrutinizing, instructing and passing judgment on celebrity mothers.
In particular, the media is seemingly unable to tolerate images of sexualized,
and thus "transgressive" mothers. This can also function in reverse:
celebrities such as Nicole Richie and Angelina Jolie both of whom possess
something of a "wild child" past, are represented as being "redeemed" through
motherhood.
[15]The fall of Spears was religiously
documented and followed by bloggers, and this narrative may have been the
making of many gossip sites. The speed with which Spears provided content
through her erratic behavior meant that traditional newspapers and magazines
could not keep apace with the raft of stories available and gossip bloggers
function to plug this gap. This wrought a pertinent convergence of paparazzi
video footage and gossip blogging. This video footage, which is now an
intrinsic part of such sites, brings the audience in closer contact with the spectacle of the female body while encouraging a curious
mixture of desire and repugnance. TMZ.com regularly uses such footage
and has its own crew placed outside key locations such as Robertson Boulevard
in Los Angeles, a popular haunt for the famous. In Spears' case, the public
were able to witness the downfall of a celebrity in such fast and cerebral
terms that it became acceptable to witness hordes of paparazzi following her
and for gossip bloggers to post content almost continually. Such is the
frenetic nature and voracious appetite for images of young women "out of
control". Furthermore, the paparazzi have generated new templates of car-based
celebrity scandal in which they use baiting techniques in a desperate attempt
to taunt celebrity subjects into a "train-wreck" response, whether in terms of
road rage or displays of reckless driving. Most of these encounters were
captured on video, are well documented on Hollywood.tv or YouTube and were
obviously lucrative for the photographers and agencies involved. Clearly, once
a celebrity is considered "out of control", the media lament their slide into
the darker side of fame, while capitalizing on the material it offers.
[16]
Celebrities featured in the machinery of their profession, at premieres, awards
ceremonies, on-set or even in their "ordinary lives," are now considered staid
and do not feed the voracious media and public appetite for scandal. The
scaling down (in some quarters) of coverage of what we might call "practiced
celebrity" has dovetailed with the apparent decline of more meritocratic
explanations of fame. Those who are famous for their "well knownness"
(Boorstin) have often become a key focus for gossip bloggers given the
expectation that they are more likely to make "desperate" (and thus
scandalized) bids for fame. However, it is always a more significant event when
a celebrity with a more apparently meritocratic persona breaks down in the
manner of Spears (Spears, once an unusual example of a smooth transition from
child to adult star, was at least seen as a successful singer and dancer, even
if the cultural value of pop celebrity remains contested). The coverage of
celebrity mental illness, as Harper (Harper) documents, is increasingly
gendered. The long-held assumptive link between genius and mental illness is
most often associated with men, while famous women with a mental illness are
often placed into the category of the melodramatic woman who cannot be
controlled (see also Bell in this issue). The zealousness with which intense
negative coverage of Spears' mental illness was relayed via gossip blogging
suggests that the archaic representational template of the hysterical woman
continues to be keenly perpetuated. Gossip bloggers regularly describe female
celebrities in derogatory terms if they are represented as behaving in
perceived "inappropriate ways", but these women are caught in a paradox. On the
one hand, they are encouraged to imitate plastic female stereotypes of
postfeminist sexuality, while on the other, they are condemned as behaving in
morally reprehensible ways. Terms such as "famewhore", "slut" and 'hasbeen' are
used regularly by Hilton to designate perceived transgressions of behavioral
norms and celebrities are essentially dragged back through the mechanisms that
made them. As Salon.com suggests of Spears: "She (Spears) embodies the
disdain in which this culture holds its young women: the desire to sexualize
and spoil them while young, and to degrade and punish them as they get older.
Of course, she also represents a youthful feminine willingness -- stupid or
manipulated as it may be - to conform to the culture's every humiliating
expectation of her" (Traister). As Rebecca Traister
suggests, celebrities are caught between this double helix of meaning which is
symptomatic of a contemporary postfeminist popular culture: female celebrities
are encouraged to hyper-sexualize themselves in order to generate revenue for
the organizations surrounding them, yet they are routinely condemned for
growing older (and by implication losing their sexual value). McRobbie also
suggests that a key factor in the dismantling of feminism is the "normalization
of pornography" in which:
There is quietude and
complicity in the manners of generationally specific notions of cool, and more precisely,
an uncritical relation to dominant, commercially produced, sexual
representations that actively invoke hostility to assumed feminist positions
from the past in order to endorse a new regime of sexual meanings based on
female consent, equality, participation and pleasure, free of politics.
(McRobbie, 34)
This new regime of sexual meaning which McRobbie
describes here is also at work within the gossip blog. Bloggers are keen to
exploit celebrity images in the name of commercial gain, yet they vilify those
who appear to "transgress" sexual boundaries. This expropriation of meaning thus suggests a much more complex relationship
between popular culture and feminist frameworks. Celebrity culture encourages
audiences to criticize celebrity bodies through the discourse of the gossip
blogger, yet this also perpetuates the consensus that we cannot escape the
judgment of our own bodies against the famous. As Blum suggests "In identifying
with the two-dimensional bodies (which is the invitation) implicit in celebrity
culture, we simultaneously experience seeing and being seen. We are subject and
object of the gaze, which is the ultimate achievement of the narcissistic
subject" (Blum, 187).
Conclusion
[17]The Bitch persona that many bloggers have
adopted is inextricably enmeshed within a postfeminst cultural landscape. It
functions as a figure of pseudo-empowerment by seemingly promoting a "shared"
attitude toward the celebrity that is couched in a tone of humorous, ironic
discourse. Yet it clearly vilifies female celebrities who have been afforded
all of the freedom that second wave feminism offered, while labeling them
"sluts", "has-beens", "fame-whores" and "trainwrecks". Many of the so called
"train wreck" celebrities are caught in the constricting hold of celebrity
culture, aware that they must remain young, beautiful and sexualized in order
to retain visibility. The highly public negotiation of new female freedoms
raises complex questions requiring the responsibilities that the gains of
second wave feminism have created. The representations of "train wreck"
celebrities discussed here are set alongside the more widespread sexualization
of culture, or as Ariel Levy has famously termed "raunch culture". Levy
suggests that "The proposition that having the most simplistic, plastic
stereotypes of female sexuality constantly reiterated throughout our culture
somehow proves that we are sexually liberated and personally empowered has been
offered it us, and we have accepted it." (Levy, 197) As Levy proposes, the convergence
of raunch culture dynamics and the allure of celebrity have particularly
worrying consequences for feminism.
[18]Gossip
blogging is a mechanism symptomatic of a culture that has no "colossal" stars
anymore; all celebrities (especially if female) are there to be deconstructed,
their images taken apart piece by piece via the hypercritical Bitch persona
which pervades many sites hosted by both male and female bloggers. Indeed, Perez Hilton's childlike use of Photoshop - in which he scrawls snarky comments
over the image of the celebrity – seems designed to mitigate against
criticism by suggesting a certain innocence - a use of "home-made" technology
which usefully undermines the practices of the more carefully constructed
(professional) image. The apparent instantaneous nature of the blog clearly
elicits a sense of interactivity with the processes of manipulation, and
Hilton's use of Photoshop serves to further stress that women are still judged
by narrow standards of beauty. Through these mechanisms, audiences
become complicit in a postfeminist policing of the boundaries of the celebrity
body through identification with the Bitch persona of
the blogger. While Rebecca Feasey
(Feasey) suggests that the coverage of celebrity style in heat magazine
can be a potentially empowering discourse for the female reader, here the
ridiculing of female celebrities in gossip blogs arguably creates even more
rigid boundaries of prescribed femininity.
[19] Female celebrities have become accustomed
to such policing of their bodies via the Bitch character in blogs and
magazines. The audience consumes this policing as part of the apparatus of
contemporary celebrity culture, while being subject to interpellation as a
consumer themselves. Lainey Gossip's description of Paris Hilton as;
"Hollywood Ebola - Deadly Ebola Virus devastates those in its path –
leaving victims bleeding out from all orifices. Such is the effect of Paris
Hilton on Hollywood. Like Ebola, Hollywood Ebola cannot be killed. She lurks in
cracks and corners, unleashing her destruction on anyone who gets too close,
retreating into the rain forest to regenerate only to come back even uglier,
more potent, more vile" (Laineygossip.com) is not atypical, and these
discourses are now commonplace within gossip blogging. Female stars and
celebrities, whether perceived as traditionally "talented" or not, are no
longer held up as models to aspire to unless they rigidly conform to this
limited range of representational tropes. With Bitch rhetoric increasingly
dominating everyday commentary regarding female celebrities, the rhetoric of
postfeminist hostility and judgment is truly in action. Perhaps the
postfeminist Bitch culture that pervades the celebrity landscape allows a
validation of competitiveness as audiences revel in the downfall of those who
seemingly have it all. In order to fully examine these cultural shifts, more
complex conceptions of the gendered hierarchies of fame which structure
celebrity gossip are needed. But for now, female celebrities will continue to
be dissected for public consumption and audiences will continue to revel in it.
ACKNOWLEDGEMENTS: My thanks to Su Holmes
and Diane Negra for their helpful comments, suggestions and patience in the
development and reformatting of this article.
WORKS CITED
Appignanesi,
L, http://www.guardian.co.uk/music/2008/mar/10/popandrock.women.
Banet-Weiser,
S and Portwood-Stacer. L "I just want to be me again!': Beauty pageants,
Reality Television and Postfeminism" Feminist Theory 7 (2006) 255-272.
Biressi,
A and Nunn, H. (eds) The Tabloid Culture Reader. Berkshire: Open
University Press, 2008.
Black,
P. Discipline and Pleasure: The Uneasy Relationship between Feminism and the
Beauty Industry. in Moseley. J and Hollows, R (eds) Feminism in Popular
Culture. Oxford: Berg, 2006. 153-154
Blum,
V. Flesh Wounds: The Culture of Cosmetic Surgery. California:
University of California Press, 2003. 187-188
Boorstin
D. The Image: A Guide to Pseudo-Events in America. New York: Vintage, 1962.
"Boys
Will Be Boys; Girls Will Be Hounded by the Media" The New York Times.
February 17, 2008
Cashmore,
E. Celebrity/Culture. London: Routledge, 2006.
Dyer,
R, Heavenly Bodies: Film Stars and Society. London: Routledge, 1986.
Hanauer,
C (ed). The Bitch in the House. London: Penguin, 2002.
Harper,
S. Madly Famous: Narratives of mental illness in celebrity culture. in Holmes,
S and Redmond, S (eds) Framing Celebrity: New Directions in Celebrity Culture.
London: Routledge, 2006, 311-329.
Hollows,
J and Moseley, R (eds) Feminism in Popular Culture. Oxford: Berg, 2006.
Holmes,
S and Redmond, S. (eds) Framing Celebrity: New Directions in Celebrity
Culture.
London: Routledge 2006. 27-43
Feasey,
R. Get a Famous Body: Star Styles and Celebrity Gossip in Heat Magazine, in
Holmes, S and Redmond, S. (ed.). Framing Celebrity: New Directions in
Celebrity Culture. London: Routledge, 2006, 177-194.
Freedman,
R and Barnouin, K. Skinny Bitch. Philadelphia: Running Press, 2005
Gamson,
J. Claims to Fame: Celebrity in Contemporary America. California:
University of California Press, 1994.
Jones,
M. Skintight: An Anatomy of Cosmetic Surgery. Oxford: Berg,
2008. 1-13
http://www.laineygossip.com/gossip.aspx
http://www.latimes.com/business/la-fi-howimadeit13-2008jun13,0,6951457.story
Levy,
A. Female Chauvinist Pigs: Women and the Rise of Raunch Culture. London:
Free Press, 2006.
Littler,
J. Making fame Ordinary: intimacy, reflexivity, and 'keeping it real'. Media Active,
2004, 8-25.
McRobbie,
A. Postfeminism and Popular Culture: Bridget Jones and the New Gender Regime.
in Tasker and Negra (eds) Interrogating Post Feminism: Gender and the
Politics of Popular Culture. Durham: Duke University Press, 2007. 27-39.
McRobbie,
A. Notes on 'What Not To Wear' and Postfeminist Symbolic Violence. The Sociological
Review. 52 (2), 2004, 97–109.
Negra,
D. What a Girl Wants?: Fantasizing the Reclamation of Self in Postfeminism.
London: Routledge, 2008.
"Out
of control". The Guardian March 10, 2008.
Perezhilton.com/2008-07-28-brooke-hogan-to-the-media-suck-itto
Rojek,
C. Celebrity. Chicago: Reaktion, 2001.
Tasker,
Y and Negra, D (eds). Interrogating Post Feminism: Gender and the Politics
of Popular Culture, Durham: Duke University Press, 2007.
Tenenbaum, S. "Through
the Grapevine". http://www.popmatters.com/pm/features/article/58387/through-the-grapevine/
Turner,
G. Understanding Celebrity. London: Sage, 2004.
Traister,
R. "Hit her, baby, one more time". Salon.com. September 12, 2007.
Tyler
I. 'The Sexual Politics of Narcissism' Feminist Theory 6: 2005, 25-44.
http://news.bbc.co.uk/1/hi/magazine/6375683.stm
http://www.cbsnews.com/stories/2006/05/09/blogophile/main1600758.shtml
http://www.latimes.com/business/la-fi-howimadeit13-2008jun13,0,6951457.story
US Magazine, "CrotchGate Part II: Camille Paglia says
Madonna Gave Britney the 'Kiss of Death',
Websites
Baueradvertising.co.uk
Dlisted.com
Gawker.com
http://girlwithaonetrackmind.blogspot.com/
Ipcmedia.com
Laineygossip.com
Perezhilton.com
Tmz.com
Thesuperficial.com
wwtdd.com
Contributor’s Note:
KIRSTY
FAIRCLOUGH
is Lecturer in Media and Performance at the University of Salford. Her doctoral work is focussed on celebrity bodies, makeover culture and post-feminism. Other research interests include the normalization of cosmetic surgery in popular culture and movements within American independent cinema.
|
Copyright
©2008
Ann Kibbey.
Back to:






|