2. The world of the celebrity and Social Media
• Have any of your decisions or perhaps your
behaviour, ever been influenced by a celebrity.
• What celebrities do you follow on social media?
• Question why you follow them?
• Have you searched for a celebrity who were in fact
not on certain platforms of social media?
3. Born this way
Released in 2011
5 Singles released
over a 8 month
period.
• Born This Way
• Judas
• The Edge of
Glory
• You and I
• Marry the Night
4. Lady Gaga
Digital technology, Internet, Marketing, Global appeal, Industry importan
A pioneer in forming
a parasocial
relationship with her
fans via social media.
The music video
Digital distribution and advertising
Promotion of an
acceptance
ideology
5. Lady Gaga embraces technology to form a
parasocial relationship with her fans
Lady Gaga has a close relationship with fans, built by her
heavily promoted ideology of self-acceptance. (find
examples)
Lady Gaga calls her fans “little monster’s” and herself
“mother monster
r” as an ironic play on the word. She enables fans to
use her as a mirror to reflect upon and embrace their
differences from mainstream culture. (a desirable
gratification)
6. Gaga uses social media based fan interaction the same
way Tesco uses a loyalty card, to encourage and reward
consumers/fans via interaction, which in turn encourages
them to continue to buy into the brand/artist. This
strategy suggests similarity and a two way relationship.
This marketing strategy has proven to be very
successful.
Lady Gaga embraces technology to form a
parasocial relationship with her fans
7. Parasocial interaction/relationship is a term used to describe
one-sided, "parasocial" interpersonal relationships in which only
one party knows a great deal about the other. The most common
form of such relationships are one-sided relations between
celebrities and fans.
A Parasocial interaction seems to be required nowadays to
enable a singer to turn into a pop star. Modern audiences
demand, via instant technology, access into private lives and
personalities. Shows like the X factor pay attention to this desire
and provide 12-14 weeks of us getting to know the winner. Some
writers believe we gain aspiration and self esteem from an exotic
lifestyle but at the same time demand some realism.
Norma Jeane Mortenson
8. Examples of Lady Gaga rewarding fans who are buying into her
brand.
9. Examples of Lady Gaga rewarding fans who are buying into her
brand.
10. Beliebers Justin Bieber
Directioners One Direction
Barbies Nicki Minaj
Katy Kats Katy Perry
Wayniacs Lil Wayne
Smilers Miley Cyrus
She is widely recognized as a pioneer for her use of
online and social media to publicize her work and
connect with fans
11. Is their proof this parasocial relationship sells music?
Born this way topped the charts in 23 countries.
The single set an iTunes record for selling one million copies in five day
Lady Gaga has sold 16.5 million albums and 29.5 million digital singles
Her popularity is illustrated by her record-breaking following on
Facebook, 57m fans.
1.2 billion Youtube views for offical Lady Gaga content.
“Lady Gaga has cultivated a large, lively, and loyal following”
(Daily mail)
12. Unlike the past we desire everything when it come to celebrities.
We desire the glamour and the real. The act and the
person.Celebrities have cashed in on this via social media.
Artists create a sense of intimacy by sharing what appears to be
personal information with fans, using language, cultural
references or “private” images to increase the sense of
affiliation.
13. Marketing experts reckon 'Born This Way'
star makes a third of her cash through social
media site.
The Wall Street Journal claims that the 'Born
This Way' star has built up such a strong
relationship with her followers on the social
media site that it is worth one third of the
reported $90 million (£56.9 million) that she
made last year.
Marketing manager John Bonini, who works
for Impact Branding & Design, claimed that
the publicity and direct connection the singer
has developed with her admirers through the
site helps boost her earning potential, as well
as ensuring that her fanbase purchase her
music rather than download it illegally. He
added
"She really engages them and re-tweets stuff
they say as if she was one of them".
14. In March 2012, Gaga launched an invite- only social
networking site for her fans, LittleMonsters.com. On the site,
users can download Gaga’s music, buy tickets for her shows,
communicate with each other, and, on occasion, talk to Lady
Gaga herself (“Little Monster Mash”).
Give the people what they want
15. Lady Gaga advertises and sells via the the most popular
digital music platform of all, I-tunes. Remember, prime
positioning costs.
Digital distribution and advertising
16. Use of the Music video
Lady Gaga released a music video for all 5 singles. These
videos are flamboyant, often contain a extended narrative.
The videos feature the themes of sexuality, outsider art and
flamboyant fashion but above all they express individuality
and acceptance.
