Celebrity in the Time of Covid: Fandom and the Influence of Pandemic Messaging

Celebrities played a significant role in shaping two competing narratives about Covid-19, one pro-science and the other skeptical. Parasocial communities formed through interactions on platforms, and celebrity advocacy helped develop common perspectives. Despite powerful public appeals, some individuals remained skeptical of the threat posed by Covid-19.

Format: Paperback / softback
Length: 277 pages
Publication date: 21 July 2022
Publisher: McFarland & Co Inc

The emergence of two competing narratives about COVID-19, one pro-science and advocating for preventive measures, and the other skeptical and denying the disease's existence or downplaying its severity, was significantly influenced by celebrities. During the first postmodern pandemic, a multitude of interactions took place across various platforms between prominent figures and their followers, forming parasocial communities that shaped perspectives on COVID-19.

The author begins by examining how COVID-19 unfolded in the world of sports, highlighting the role of supportive behavior towards public officials in fueling the two competing narratives. They emphasize how celebrities themselves played a significant role in developing common perspectives on the pandemic.

The text then explores how citizens initially regarded healthcare professionals as heroes, but even the most powerful public appeals could not persuade some that COVID-19 posed a genuine threat. It documents the polarity of publicly held beliefs and how celebrity advocacy had a lasting effect on people's health choices during a global pandemic.

The author concludes by emphasizing the importance of understanding the role of celebrities in shaping public opinion and the impact of their advocacy on health decisions during times of crisis.

Weight: 274g
Dimension: 149 x 225 x 26 (mm)
ISBN-13: 9781476684925