
CELEBRITY ENCYCLOPEDIA OF POPULAR CULTURE
464
morally neutral. The product of no conspiracy, of no group promoting
vice or emptiness, he is made by honest, industrious men of high
professional ethics doing their job, ‘informing’ us and educating us.
He is made by all of us who willingly read about him, who like to see
him on television, who buy recordings of his voice, and talk about him
to our friends. His relation to morality and even to reality is
highly ambiguous.’’
What Tocqueville foresaw and Boorstin confirmed in his empty
definition of celebrity seems, however, to belie the fact that, as a
nation, we have come to define success by celebrity. It is the singular
goal to which our country aspires. But how and why has this hollow
incarnation of fame become our benchmark of achievement?
The great experiment inaugurated by the signing of the Declara-
tion of Independence proposed a classless society in which the only
prerequisite for success was the desire and the will to succeed. In fact,
however, though founded on a noble premise, America was and is a
stratified society. Yet the myth of classlessness, of limitless opportu-
nity open to anyone with ambition and desire, has been so pervasive
that it has remained the unifying philosophy that drives society as a
whole. In a world where dream and reality do not always mesh, a third
entity must necessarily evolve, one which somehow links the two.
That link—the nexus between a deeply stratified society and the myth
of classlessness—is celebrity.
According to Braudy: ‘‘From the beginning, fame has required
publicity.’’ The evolution (or perhaps devolution) of fame into
celebrity in the twentieth century was the direct result of inventions
such as photography and telegraphy, which made it possible for
words and images to be conveyed across a vast nation. Abraham
Lincoln went so far as to credit his election to a photograph taken by
Matthew Brady and widely dispersed throughout his campaign.
Before the invention of photography, most Americans could have
passed a president on the street and not known it. A mania for
photography ensued and, during the nineteenth century, photograph
galleries sprang up throughout the country to satisfy the public’s
increasing hunger for and fascination with these images. The ideal
vehicle for the promulgation of democracy, photography was accessi-
ble to anyone, and thus it soon contributed to the erosion of visible
boundaries of class, even as it proclaimed a new ideal for success—
visual fame.
The late nineteenth and early twentieth centuries witnessed an
avalanche of inventions that would transform America from a rural
country of provincial enclaves to a more unified nation of urban
centers. The rapid growth of mass media technologies spawned
increasing numbers of national publications eager to make news. And
make it they did—searching out stories that might not have been
recognized as newsworthy a decade before. As Richard Schickel
writes in Intimate Strangers: The Culture of Celebrity: ‘‘The pace of
life was quickening, the flow of information beginning to speed up
while mobility both geographic and social was stepping up as well.
People began to need familiar figures they could carry about as they
moved out and moved up, a sort of portable community as it were,
containing representations of good values, interesting traits, a certain
amount of within-bounds attractiveness, glamour, even deviltry.’’
Thus the stage was set for the invention of the motion picture.
The birth of celebrity is, of course, most closely tied to the
motion picture industry, and its embrace by a public eager to be
entertained. Paying a penny, or later a nickel, audiences from cities to
small towns could gather in a darkened movie theatre, an intimate
setting in which they could escape the reality of their daily lives and
become part of a fantasy. But how was this different from live theatre?
In part, movie houses existed all over America, and so hundreds of
thousands of people had the opportunity to see the same actor or
actress perform. Furthermore, films were churned out at a phenome-
nal rate, thus moviegoers could enjoy a particular performer in a
dozen or more pictures a year. This engendered a new kind of
identification with performers—a sense of knowing them. Addition-
ally, Schickel cites the influence of a cinematic innovation by director
D. W. Griffith: the close-up, which had ‘‘the effect of isolating the
actor in the sequence, separating him or her from the rest of the
ensemble for close individual scrutiny by the audience. To some
immeasurable degree, attention is directed away from the role being
played, the overall story being told. It is focused instead on the reality
of the individual playing the part.’’ The intimacy, immediacy, and
constancy of movies all fostered an environment ripe for celebrity.
Audiences clamored to know more about their favorite actors
and actresses, and a new kind of public personality was born—one
whose success was not measured by birth, wealth, heroism, intelli-
gence, or achievement. The fledgling movie studios quickly grasped
the power of these audiences to make or break them, and they
responded by putting together a publicity machine that would keep
the public inundated with information about their favorite performers.
From studio publicists to gossip columnists, the movie industry was
unafraid to promote itself and its product, even if it meant making
private lives totally public. But the effect was electrifying. Almost
overnight, fame had ceased to be sole property of the moneyed elite.
Movie stars, America believed, might be young, beautiful, even rich,
but otherwise they were no different from you or me. In Hollywood,
where most of the movie studios were run by Jewish immigrants,
where new stars were discovered at soda fountains, where it didn’t
matter where you came from or what your father did, anyone could
become rich or famous. This new fame carried with it the most basic
American promise of life, liberty, and the pursuit of happiness. It
proved the system worked. Whatever the reality might be of the daily
lives of Americans, Hollywood celebrities proved that, with a lit-
tle luck, good timing, and a modicum of talent, anyone could
become somebody.
The Hollywood celebrity factory churned out stars from the very
beginning. In silent pictures, Gloria Swanson, Rudolph Valentino,
and Greta Garbo captured America’s imagination. But when sound
came to pictures, many silent stars faded into obscurity, betrayed by
squeaky voices, stutters, or Brooklyn accents. In their place were new
stars, and more of them, now that they could talk. During the Golden
Age of Hollywood, the most famous were the handsome leading men
such as Robert Taylor, Gary Cooper, and Cary Grant, and beautiful
leading ladies such as Vivien Leigh, Ava Gardner, and Elizabeth
Taylor. But Hollywood had room for more than beauty—there were
dancers such as Fred Astaire and Gene Kelly, singers such as Judy
Garland and Bing Crosby, funny men such as Bob Hope and Danny
Kaye, villains such as Edward G. Robinson, horror stars such as Boris
Karloff, starlets such as Betty Grable, cowboys such as Gene Autry.
The beauty of celebrity was that it seemed to have no boundaries. You
could create your own niche. As Braudy wrote: ‘‘Fame had ceased to
be the possession of particular individuals or classes and had become
instead a potential attribute of every human being that needed only to
be brought out in the open for all to applaud its presence.’’
With the invention of television, the pervasiveness and power of
celebrity grew. By bringing billions of images into America’s homes,
thousands of new faces to be ‘‘known,’’ celebrity achieved a new
intimacy. And with the decline of the studio system, movie stars
began to seem more and more like ‘‘regular people.’’ If the stars of the