The Savile case shows what happens when a celebrity becomes untouchable

An unhealthy type of Faustian pact has developed between the media and the celebrity class.

The scandal over the sex abuse committed by Jimmy Savile over four decades raises a number of questions about the relationship between the world of celebrity and the media. Once individuals achieve celebrity status, they become worshipped like idols. Whether that celebrity comes in the world of show business or sport, these people become like Gods. Then they can, as Savile proved, become virtually untouchable. 

Many really are not very nice people in the first place. When the adulation of becoming a celebrity in the public eye comes about it really does go to their heads.

Footballers provide a good example. Many come from very humble backgrounds, then suddenly they are elevated to being paid tens of thousands of pounds a week. The fans adore them and they become mini-Gods. There are a lot of girls on the look out to “bag a footballer” while many lads like to be seen in their company. The cocaine and drink-fuelled parties have been well known behind the scene for years but only recently have some of the more unsavoury incidents come to the fore.

Pop stars also become built up to a level of adulation from the general public. Whilst not excusing the activities since revealed, there have always been fans hanging around pop singers like Gary Glitter and the whole business of the industry, including the disc jockeys, that surround them. As with the footballers, there is not a lot that some fans will not do to “get in” with them. The possibility to indulge in any sort of sordid sexual activity is thereby open to these characters once they have reached that position of power.

The media plays a crucial role in all of this, building up the celebrities and later tearing them down. Indeed, the demolition element has come more to the fore over recent years. This has not always been the case. Going back to the 1960s, certain things were off limits for the media. The colourful sex life of President John F Kennedy was well known about but was kept hidden from the public. As a result, the first film star style president was able to continue to portray his wholesome family man image in public whilst being anything but behind the scenes.

The media’s role in the making of celebrities has now moved onto new levels with the advent of shows like Big Brother, where individuals with absolutely no talent whatever can become celebrities simply because of that desire to be famous. So an individual like the late Jade Goody could become a celebrity due to her very ordinariness.

The media of course play a major role in both the making and breaking of celebrities. The main motivating force being that celebrities have become big business. Huge numbers of people buy papers and magazines simply to find out what the celebrity class are up to. There is big money in it.

On the way up the wannabe celeb will do anything necessary to court the right type of publicity. Once established, the power is with the celeb who can grant or deny access dependent on what a publication is prepared to do for them. Exclusives and preferential treatment become the bargaining chips that buy many a celeb journalist's silence to more unsavoury goings on behind the scenes.

The problem, of course, comes when having created a monster in the form of a celebrity, how then do they get brought down? As the Savile case proves, they can become practically untouchable. The money that comes with celebrity buys expensive lawyers and PRs. Many of the high profile footballers employ whole teams of advisers that cover up or buy off the victims of their clients excesses. The super injunction has been another useful device deployed to keep hidden indiscretions. Only the relatively unregulated world of Twitter has brought about the demise of this device in some cases.

Where media could be less gullible when it comes to the celebrity class is in the area of charity. Celebrities use charity in a deliberate way to build up a positive PR image. This was seen with Savile, who famously worked at Stoke Mandeville and did many marathons for charity. It raised a vista of good in the public sphere. This so-called "good" can also act as a cover for nefarious behaviour.

Why do all those, for the most part, selfish celebs really give up their time for the likes of Children in Need, Sport Aid and Comic Relief? Are they really doing it for the cause or to help present that wholesome PR profile to the world? Money in the bank, so to speak, when the more unsavoury elements come out later.

An unhealthy type of Faustian pact has developed between the media and the celebrity class over recent years. The media, for the most part,  happy to turn a blind eye to excess in return for exclusives and favourable treatment. The celebrities happy to court the media for positive coverage, then using the courts and other coercive means when exposure of bad behaviour threatens. The line of truth has certainly become blurred in this murky world. The time has certainly come for the media to reassess its relationship with the cult of celebrity. The Savile case provides a timely warning of what can happen when a celebrity becomes untouchable.

 

Jimmy Savile sporting his OBE after his investiture at Buckingham Palace. Photograph: Getty Images.
Paul Donovan writes weekly columns for the Irish Post and Catholic weekly the Universe. He also contributes to the Guardian’s Comment is Free site, Tribune and the Morning Star.
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A global marketplace: the internet represents exporting’s biggest opportunity

The advent of the internet age has made the whole world a single marketplace. Selling goods online through digital means offers British businesses huge opportunities for international growth. The UK was one of the earliest adopters of online retail platforms, and UK online sales revenues are growing at around 20 per cent each year, not just driving wider economic growth, but promoting the British brand to an enthusiastic audience.

Global e-commerce turnover grew at a similar rate in 2014-15 to over $2.2trln. The Asia-Pacific region, for example, is embracing e-marketplaces with 28 per cent growth in 2015 to over $1trln of sales. This demonstrates the massive opportunities for UK exporters to sell their goods more easily to the world’s largest consumer markets. My department, the Department for International Trade, is committed to being a leader in promoting these opportunities. We are supporting UK businesses in identifying these markets, and are providing access to services and support to exploit this dramatic growth in digital commerce.

With the UK leading innovation, it is one of the responsibilities of government to demonstrate just what can be done. My department is investing more in digital services to reach and support many more businesses, and last November we launched our new digital trade hub: www.great.gov.uk. Working with partners such as Lloyds Banking Group, the new site will make it easier for UK businesses to access overseas business opportunities and to take those first steps to exporting.

The ‘Selling Online Overseas Tool’ within the hub was launched in collaboration with 37 e-marketplaces including Amazon and Rakuten, who collectively represent over 2bn online consumers across the globe. The first government service of its kind, the tool allows UK exporters to apply to some of the world’s leading overseas e-marketplaces in order to sell their products to customers they otherwise would not have reached. Companies can also access thousands of pounds’ worth of discounts, including waived commission and special marketing packages, created exclusively for Department for International Trade clients and the e-exporting programme team plans to deliver additional online promotions with some of the world’s leading e-marketplaces across priority markets.

We are also working with over 50 private sector partners to promote our Exporting is GREAT campaign, and to support the development and launch of our digital trade platform. The government’s Exporting is GREAT campaign is targeting potential partners across the world as our export trade hub launches in key international markets to open direct export opportunities for UK businesses. Overseas buyers will now be able to access our new ‘Find a Supplier’ service on the website which will match them with exporters across the UK who have created profiles and will be able to meet their needs.

With Lloyds in particular we are pleased that our partnership last year helped over 6,000 UK businesses to start trading overseas, and are proud of our association with the International Trade Portal. Digital marketplaces have revolutionised retail in the UK, and are now connecting consumers across the world. UK businesses need to seize this opportunity to offer their products to potentially billions of buyers and we, along with partners like Lloyds, will do all we can to help them do just that.

Taken from the New Statesman roundtable supplement Going Digital, Going Global: How digital skills can help any business trade internationally

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