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Celebrity Culture and the American Dream

by Karen Sternheimer

While watching various networks’ coverage of the 2011 Emmy Awards, I noticed that under the “Live” banner read “Hollywood, California.” But the event was actually held in downtown Los Angeles, not Hollywood.

This is not unusual—awards shows have been held around town over the years, in Pasadena (at the Civic Auditorium) and in Exposition Park (at the Shrine Auditorium), most notably.

There is a section of Los Angeles called Hollywood. I once lived there, and much of it is anything but a representation of the Eden the name conjures.

Out of town guests would always be disappointed when seeing my old neighborhood and reluctant to do much walking in the area. Blocks upon blocks of apartment buildings in various states of repair do not represent the celebrity lifestyle Hollywood is supposed to embody.

Hollywood is less a physical place than an idea.

But an idea can only go so far for tourists, so spaces have been created representing Hollywood in order to allow people to “consume Hollywood” during visits to the Los Angeles area.

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The Hollywood and Highland complex, which I recently blogged about, was largely created to draw tourists to some of Hollywood’s destinations, like Grauman’s Chinese Theater, pictured above.

Visiting physical spaces, sociologically speaking, can be viewed as  similar to pilgrimages where travelers feel personal connections with important cultural and religious places and events.

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In addition to the famous concrete footprints and signatures of celebrities, these spaces draw performers dressed like movie characters who pose for pictures with tourists for tips.

Often struggling to achieve the Hollywood dream themselves, the characters have been banned by the Los Angeles City Council after complaints that performers are too aggressive with tourists when seeking tips. (A person in a SpongeBob Squarepants costume was recently caught on video fighting with two women as well).

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Besides Hollywood Boulevard, Rodeo Drive has been a long-time tourist destination. In fact, visitors will typically find far more camera-toting visitors than actual celebrities shopping.

Hoping to lure tourists who might splurge for the occasional big ticket item, shopping has traditionally been one way people can consume celebrity culture, in this case, quite literally. As I write about in Celebrity Culture and the American Dream:

Celebrities’ consumption habits become associated with high status and an aspirational lifestyle….Even if we feel disdain for an individual celebrity, as members of an elite status community they serve as examples of what wealth and status might bring. We can hate them and still love the stuff they own. (pp.10-11)

Buying the same goods that celebrities might, using the same beauty products we hear they use is a powerful engine boosting our consumer-driven economy.

Shopping at the same stores we think celebrities really shop at is another part of the pilgrimage, a way to feel closer to celebrities.

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As you can see in the photo above, taken outside a store on Rodeo Drive in Beverly Hills, visitors are drawn to take pictures of the display of high-priced shoes and handbags. Inside the store there were no actual shoppers.

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