Mass media start with the raw product of unknowns and refines them into famous people-celebrities. These unknowns are shaped in every possible way; they are manufactured just like autos, papers, and plastics.
The celebrity industry is not limited to athletes or movie stars.
Today, unknowns can achieve high visibility in business, religion. the arts, politics, law, medicine, and fashion. Agents, publicists. and lawyers can shape the unknown person into a celebrity using mass media. In order to become a celebrity, a person often has to be willing to change to fit the image designed by the fame-makers.
Celebrity makeovers may require a change of name (especially in the entertainment industry) or, possibly, changes in appearance-through strict diet, workout routines, or plastic surgery.
The aspiring celebrity may have to submit his or her life to the control of the celebrity makers, who determine what the unknown does while in public and even with whom he or she is seen.
Talent makers make the future celebrity visible, for this is the key ingredient of a celebrity. A celebrity is known for being well known, a celebrity is a name or face recognized by the general public, a celebrity is in demand for personal or media appearances, a celebrity is visible to the public eye. The Celebrity Register suggests "a celebrity is a name which, once made by news, now makes news by itself."
A potential celebrity might require some talent development and take lessons in speech, voice, or "charisma." But talent does not necessarily make a celebrity. For example, if you could devise a national test to determine the most talented classical pianist, the most talented rock guitarist, the most talented actor, the best writer, or the best dancer, the winners might be relative unknowns. Certainly many celebrities (especially in entertainment and sports) have considerable talent, but the list of celebrities includes musicians with little musical talent, actors of very limited emotional range, and artists with questionable skill. In any industry, the highest quality product, while often successful, is often not the most profitable. In mass media the most talented individuals are often not the most visible celebrities. Since we identify with celebrities, the lack of talent can actually help. The unspoken thought is that if a person with limited talent can become rich and famous so can I.
