ATS1060 · Celebrities, influencers and promotion

Overview

Celebrities and influencers command high visibility in the public sphere and impact on news, sport, entertainment, politics, environment and business. But celebrity does not exist without promotion, and public relations plays an important role in producing and managing celebrity status. In this unit, you will learn about celebrity industries and cultures by exploring the promotional work that supports them, charting the shift from the traditional press agentry of the Hollywood star machine to the rise of influencers who monetise their online visibility. You will achieve a comprehensive understanding of the kinds of work required to construct and maintain (or deflect) visibility and attention in the contemporary mediascape, gaining important insights into both the growth and pervasiveness of celebrity and influence today and the operation of media and promotional industries and cultures across the globe.

Areas of study: Public relations

Offerings

Assessment

The Handbook does not list a final examination among the assessment items. That is not a guarantee there is none.

Within semester assessment: 100%

Assessment details may change. Please refer to the assessment information in Moodle closer to the start of the teaching period.

Requisites

The Handbook lists no prerequisite, corequisite or prohibition for this unit.

Learning outcomes

1. explain, analyse and apply key concepts such as celebrity, internet celebrity, microcelebrity and influencer;
2. evaluate the significance of celebrity and its relevance for contemporary media and public relations practice;
3. identify key developments in the history of celebrity public relations and explain the cultural, political and technological reasons for such changes;
4. research and develop a critical argument on a specific area of celebrity public relations.

Workload

Minimum total expected workload to achieve the learning outcomes for this unit is 144 hours per semester typically comprising a mixture of scheduled learning activities and independent study. Scheduled activities may include a combination of teacher directed learning, peer directed learning and online engagement.

Student experience, not official rules. Nothing here changes what the Handbook says.