Testing a General Celebrity Evaluation Model

• In Event: ICA Plenary Interactive Paper/Poster Session and Reception
  In Interactive Paper Session: Mass Communication Interactive Poster Session

Abstract

Readers of an online tabloid magazine (N = 499) rated a set of 25 celebrities on four dimensions designed to assess their charisma (exciting, talented, reputation, and attitude). A perceptual map was created for the celebrities using correspondence analysis. Readers located celebrities along two dimensions: social concern and depth of personality. A proposed process model of media effects was tested using path analysis. Consumption of online and film media contributed to celebrity excitement levels. The largest predictor of excitement level, however, was obsession with celebrities. Excitement, in turn, triggered the charisma sequence, increasing the assessed talent, respect, and likeability of the simulated celebrity. Media use variables and audience motives explained the evaluation of celebrities in general and how this influences future media use.

Author

• Mark A. Hamilton, U of Connecticut