Beyond Apology


Certain individuals achieve a heightened level in society that renders bad deeds beyond apology. The Celebrity X whose racial epithets become public or the popular singer whose demands appear monumentally selfish. These are the figures whose fall comes just as fast as their rise: born via media attention they fall away in flames as the very beast that allowed them platform falls away and leaves them desperate.

Unfortunately the skills that give birth to additional attention do not provide the ability to control message. Celebrity X may write a great song or cook a great dish, but if he or she cannot control behavior than very little remains safe. Protection comes cheap in a world of public attention and a citizenry fascinated with a rapid rise is just as entertained by a rapid fall. The flames that kiss so often burn to ash.

When an individual achieves celebrity status, he or she transcends their human form and becomes a symbol. Is the Celebrity Chef really a human being or is her existence less about who she is and more what she brings to those who give her platform. Comedian Marc Maron often simplifies the process of celebrity making as essentially determined by a single question: “Have you made me money?” Those that do are granted attention because they provide the source with profit. Advertising runs media and anyone who fails to provide this capital or tarnish a networks ability to profit risks annihilation.

When the celebrity does violate the brand and his or her image has been destroyed there is little that remains. Damage to one’s reputation is damage to the brand. The Celebrity Chef may try to apologize but her position has been eliminated. She has violated the image and tarnished brand. Try though she might she has little left to save: the meals been burnt and her tables long been cleared.

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