Case Study on David Beckham (Celebrity) Analytical Essay for Case Study on Celebrity or Fashion (Communication, PR,
Marketing and Media Context – Attention Economy) Chosen Subject: David Beckham, The Icon Details of task: Develop a case
study of a celebrity: David Beckham The case study should address these aspects: • History of the example • The
production behind its rise • How it has succeeeded in getting attention and what is significant about it (attention
economy) • Incorporate the literature on “Attention Economy” (attached Part 1) • How has this example dealt with its
audience, consumers and/or market? • Essay must include visual graphs, pictures and so on to assist in explaining, prove
a point and support argument • It should also incorporate both academic and industry resources. The aim of this case
study is not just in tracing and understanding the history behind the rise of David Beckham but in critically explaining
why it is that certain strategies have helped in his rise to prominence and demonstrating it through solid examples.
Justify the case study selected and explains the context. Your arguments should be based on evidence. As a basis, please
refer to The Circuit of Culture (See Curtin & Gaither, 2005; du Gay, 1997) using Five moments and linkages to scope the
essay (reference will be uploaded)
1.Regulation
2.Identity
3.Representation
4.Production
5.Consumption
Presentation requirements: Times new roman 12 Margin double-spaced Numbered pages Left pagination Reference style:
Harvard style Fluent scholarly style of writing Justify the case study selected and explains the context Must apply the
Required Readings to the case study (Attached Part 2) Able to critically engage with the Required Readings Use of
adequate number of references and resources Consistency and accuracy in citation and referencing *Wikipedia enties, and
other open source websites, will not be regarded as a reference. The Required Reading List will be provided and Attention
Economy Literature list will also be given below: Attention Economy Literature Review Anderson, H. (2014). Even credit
unions compete in the attention economy. Credit Union Times, n.p. Retrieved from http://www.proquest.com (Accessed 1
April 2015) Baudrillard, J. (1994). Simulacra and simulation. Ann Arbor: University of Michigan Press. Beller, J. (2012).
The cinematic mode of production: Attention economy and the society of the spectacle. UPNE. Berman, S. J., & McClellan,
B. E. (2002). Ten strategies for survival in the attention economy. Strategy & Leadership, 30(3), 28-33. Davenport, T., &
Beck, J. (2013). The attention economy: Understanding the new currency of business. Cambridge, MA: Harvard Business
Press. Davenport, T. H., & Beck, J. C. (2002). The strategy and structure of firms in the attention economy. Ivey
Business Journal, 66(4), 49-54. Dyson, E. (2013). The rise of the attention economy. The Independent. Retrieved from
http://www.independent.co.ug/column/comment/7135-the-rise-of-the-attention-economy (Accessed 1 April 2015) Fairchild, C.
(2007). Building the authentic celebrity: The “Idol” phenomenon in the attention economy. Popular Music and Society,
30(3), 355-375. Fight club. (1999). Beverly Hills, CA: Twentieth Century Fox Home Entertainment. Gamson, J. (1992). The
assembly line of greatness: Celebrity in twentieth-century America. Critical Studies in Mass Communication, 9(1), 1-24.
Goldhaber, Michael H. 1997. The attention economy and the Net. First Monday. Issue 2-4.
http://www.firstmonday.org/ojs/index.php/fm/article/view/519/440 (Accessed 1 April 2015) Lanham, R. A. (2008). The two
markets: Libraries in an attention economy. Library Resources & Technical Services, 52(2), 2-11. Marwick, A. E. (2015).
Instafame: Luxury Selfies in the Attention Economy.Public Culture, 27(1 75), 137-160. Rojek, C. (1995). Decentring
leisure. London: Sage Publications. Rojek, C. (2001). Celebrity. London: Reaktion Books Ltd. Turner, G. (2004).
Understanding Celebrity. London: SAGE. Part 2: Required Readings Introduction ‘Getting attention’; ‘media clutter’;
‘noise’; multi-channel media environments; competition across platforms Welcome to the Attention Economy – Davenport, T.H
and J.C. Beck, 2001 Chapter Building the Authentic Celebrity: The “Idol” Phenomenon in the Attention Economy – Charles
Fairchild, 2007-07 Article The rise of the Attention Economy, Comment & Analysis – Dyson, E, 2013 Document Fashion and
ceebrity as sites of democratization and industrialization; Identity; Presentation of Self; the ‘demotic turn’. The
Democratic Celebrity – Currid-Halkett, E, 2010 Chapter The presentation of self in everyday life – Goffman, Erving,
[1990?], c1959 Book The promotion and presentation of the self: celebrity as marker of presentational media -P. David
Marshall, 2010-03-18 Article Cosmopolitan Modernity: Everyday Imaginaries and the Register of Difference – M. Nava,
2002-04-01 Article The substance of style: how the rise of aesthetic value is remaking commerce, culture, and
consciousness / Virginia Postrel – Postrel, Virginia I., 2003 Book The mass production of celebrity: ‘Celetoids’, reality
TV and the ‘demotic turn’ – G. Turner, 2006-06-01 Article The History of Fashion – Wilson, E, 2003 Chapter Celebrities as
‘attention magnets’; The history of celebrity; The ‘celebrity society’ (van Krieken); celebrity and identity. The
Assembly Line of Greatness: Celebrity in Twentieth-Century America. – Gamson, Joshua, 1992 Article Celebrity – Rojek,
Chris, Ebooks Corporation, 2001 Book | Read: Celebrity and Celetoids Book | Read: The Economy of Celebrity StarStruck:
Fandom and the discourse of celebrity – McWilliam, K, 2009 Chapter Birth of Fashion; Explaining Fashion,
Industrialization and fashion; National costumes and fashion The fashion business: theory, practice, image – White,
Nicola, Griffiths, Ian, ebrary, Inc, 2000 Book | Read: Cultures, Identities, Histories: Fashioning a Cultural Approach to
Dress Fashion Brazil: Soth American style, culture and industry – Brandini, V, 2009 Chapter The fabric of cultures:
fashion, identity, and globalization – Paulicelli, Eugenia, Clark, Hazel, 2009 Book | Read: Fashioning ‘China style’ in
the twenty-first century Introduction: The globalization of Asian Dress: Re-orienting Fashion or Re-orientalizing Asia –
Jones, C. & Leshkowich, 2003 Chapter Introduction: The Empire of Fashion – Lipovetsky, G, 2007 Chapter The fashion
business: theory, practice, image – White, Nicola, Griffiths, Ian, ebrary, Inc, 2000 Book | Read: Fashion: Yesterday,
Today, Tomorrow Adorned in dreams: fashion and modernity – Elizabeth Wilson, Ebooks Corporation, 2003 Book | Read:
Introduction History of Publicity; Publicity vs Public Relations Public Relation in ‘Promotional Culture’ and ‘in
Everyday Life’ [Chapter 10] Chapter Marketing: Creating and capturing customer value – Gary Armstrong, Philip Kotler
Chapter | Read: ‘Marketing: Creating and Capturing Customer Value’ p. 33-63. The Marketing mix and the challenge of
cultural branding – Chris Hackley, 2009 Chapter Promotion: Marketing Communications – Rosalind Masterson, David Pickton
Chapter Symbols by which we buy – Sidney Levy, 1959 Chapter The relation of audiences to celebrities; ‘affect’ and
parasocial relations; mediation; new media interfaces (Twitter feeds etc.); the shifting centre of gravity of the global
audience for celebrities (de-Westernising celebrity studies) Approaching celebrity studies – Graeme Turner, 2010-03-18
Article Self-Fashioning Identity (consumption) & Entertainment Industry: dandy, subcultures, haute couture, street wear,
metrosexuals Bridging the Gap: Feminism, Fashion and Consumption – Angela McRobbie, 1997 Article The Dandy – Breward , C,
2004 Chapter The Islamic Factor – Coleridge, N, 2007 Chapter The Anomic World of the High Consumer: Fashion and Cultural
Formation – Finkelstein, J, 2000 Chapter Fashion theory: a reader – Barnard, Malcolm, Barnard, Malcolm, c2007 Book |
Read: Pages 256-266 The fashion reader – Welters, Linda, Lillethun, Abby, 2011 Book | Read: McFashion is entertaining
Adorned in dreams: fashion and modernity – Wilson, Elizabeth, 2003 Book | Read: Pages 179-207 Responding to consumers;
online media and digital technologies; consumer awareness; Readings (6 items) Segmentation, targeting, and positioning –
Terence Shimp, J. Craig Andrews, 2013 Chapter Narrative and Persuasion in Fashion Advertising – Barbara J. Phillips,
Edward F. McQuarrie, 2010-10 Article The Megaphone Effect: Taste and Audience in Fashion Blogging – Edward F. McQuarrie
Article Fashion Retailer desired and perceived identity: cross case comparative – Hines, T. and Bruce, M, 2007 Chapter
WHY DO PEOPLE AVOID ADVERTISING ON THE INTERNET? – Cho, Chang-Hoan, 2004 Article Breaking through the Clutter in Media
Environment: How Do Celebrities Help? – Mazzini Muda, Rosidah Musa, Lennora Putit, 2012-1 Article Further Readings (4
items) Ten strategies for survival in the attention economy – Saul Berman, Bennett McClellen, 2002 Article Competing for
consumer memory in television advertising: an empirical examination of the impacts of non-editorial clutter on brand
memory in mega-event broadcasts – Yongick Jeong, Yeuseung Kim, Xinshu Zhao, 2011 Article An Experimental Study of the
Relationship between Online Engagement and Advertising Effectiveness – Bobby J. Calder, Edward C. Malthouse, Ute
Schaedel, 2009-11 Article A very popular blog: The internet and the possibilities of publicity – B. J. Malin, 2010-06-21
Article The anomalies of being Faye (Wong): Gender politics in Chinese popular music – A. Fung, M. Curtin, 2002-05-01
Article No Mere Mortal? Re-materialising Michael Jackson in death – Cath Davies, 2012-07 Article Celebrity diplomacy and
global citizenship – Karen Engle, 2012-03 Article From Wah Dee to CEO: Andy Lau and performing the authentic Hong Kong
star – Leung Wing-Fai, 2009-08 Article Harry Potter and the paradoxical critique of celebrity culture – Trevor
Parry-Giles, 2011-11 Article Female celebrities and the media: the gendered denigration of the ‘ordinary’ celebrity –
Milly Williamson, 2010-03-18 Article Fashion and Personalities: Grace Kelly, Princess Diana, Madonna, etc; Fashioning
institutions: uniforms (branding) Readings (8 items) Grace Kelly – Bruzzi, S. and Gibson, P. C, 2000 Chapter Gwyneth
Paltrow – Bruzzi, S. and Gibson, P. C, 2000 Chapter Off-the-Rack Identities: Japanese Street Fashion Magazines and the
Commodification of Style – Don Cameron, 2000-09 Article The fashion business: theory, practice, image – Ian Griffiths,
Nicola White, ebrary, Inc, 2000 Book | Read: Evans, C. – John Galliano: Modernity & Spectacle The fashion reader –
Welters, Linda, Lillethun, Abby, 2011 Book | Read: Japanese Street Fashion: The Urge to be Seen and to be Heard The World
According to “Vogue”: The Role of Culture(s) in International Fashion Magazines – HELEN KOPNINA, 2007 Article The fashion
business: theory, practice, image – Ian Griffiths, Nicola White, 2000 Book | Read: The Hilfiger Factor & the Flexible
Commercial world of Couture The face of fashion: cultural studies in fashion – Craik, Jennifer, NetLibrary, Inc, 1994
Book | Read: Fashion Models: female bodies and icons of femininity
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