by Christopher Boot

Created on: February 21, 2007   Last Updated: May 02, 2007

Bigger than Jesus?

Nietzsche prophesised that society's belief in Christianity was coming to an end and this may result in a new era where people could rejoice in this newfound freedom. Unfortunately he did not foresee the cult of celebrity. The bible has been replaced by a plethora of glossy magazines, each one more base than the last. Instead of a monotheistic god we now have a huge database of super cool demi-gods. The opinion of the latest flavour (or should that be flava?) of the month is now Gospel.

We are now a nation obsessed with the cult of celebrity. We are swamped with a vicious onslaught of pointless celebrities, the more pointless the better. Celebrities have replaced the classic notion of the hero. But instead of being respected for talent, courage or intelligence, money, style and image are now the deciding factors in what commands respect. Although I'm not sure it's respect in the true sense of the word. A kind of pseudo-respect, as I don't believe anyone could really respect something as one dimensional as a celebrity.

Personal achievement is no longer of importance. Image is everything. And perhaps more importantly, the re-invention of image. Madonna, Robbie Williams, David Bowie and Kate Moss, to name but a few, are prime examples of successful re-invention of image. But the constant re-invention of image makes a very bold statement that no one seems to pick up on. It is saying that celebrities are just hollow vessel to be filled by marketing. Their image is painstakingly constructed by a multitude of different image consultants to carve out the most profitable celebrity they can. The tragic fact is that some people want to be a certain celebrity so much that they follow every word they say and buy every product that they endorse. But what happens when a celebrity changes their image and views? Then society is right behind them, believing in everything that celebrity believes in. But these rapid changes result is a sort of nihilism, where nobody actually believes in anything. Apart from celebrity.

This wanton devotion to celebrity is a neo-capitalists dream. It embodies the ideology of "Think less, Buy more". Companies know that people will buy a product if a celebrity has it too. The iPod is a perfect example. There is no doubt that if the iPod hadn't been so vigorously promoted by pretty much every celebrity, it wouldn't have had the sales that it has. It is as if the person buying the product feels that they now have some kind of connection

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