While you were trotting off to your first few weeks of classes, hanging with friends and perhaps even catching up on the news (even though, let’s be honest, you only picked up that copy of the WSJ for marketing, right?), I was busy researching Kim Kardashian’s new book, “Selfish”, slated to come out April 2015. For those of you unaware, it is a book with over 300 pages of Kim’s selfies. Are you still with me? Anyone? Hello?
While many of you might burst into uncontrollable laughter (or sobbing) at the thought of consumers paying $20 for a lush coffee table book full of Kim Kardashian’s visage, no one doubts that this ridiculous book is going to be incredibly profitable for her, and is definitely going to put a million or two into her pocket.
The crazy thing is, people are baffled by this. Millions of Americans look at Kardashian and her family and are amazed at their success. “How can there be a reality TV show, a chain of clothing stores, fashion labels, perfume, a book and an iPhone app all launched off the basis of a sex-tape leaked in 2007? And how can these all be successful?” This they will cry, all the while sobbing over the death of American culture between bites of Kashi while NPR plays on, softly, in the background.
And when examined a bit more closely, the insane success of Kardashian isn’t really that surprising. You can hate on her all you want, but Kim is brilliant. Or, at the very least, incredibly PR-savvy.
It would be a mistake to assume that the success of “Keeping Up with the Kardashians” is entirely accidental, or that the success of the various spin-offs, book deals and fashion labels is something that only came about because of the creation of the TV show. In reality, much credit is due to Kardashian for creating a brand for herself that is so strong it has allowed her a near-meteoric rise to fame in a relatively short amount of time. Even though Kim can’t act, sing, write or whatever, she can take Instagram selfies and present her (and her family) through pictures in a way that—for many people—allows them to project onto Kim their needs and desires they are unable to project onto other celebrities.
Kardashian has created a persona that is best expressed in photos. She posts on Instagram and appears in all the magazines and tabloids at least once a week. She means to be seen, not exactly heard. Sure, there’s the TV show, but anyone with at least one working brain cell knows that every single moment of that show is scripted to show only what the Kardashians want you to see. And even when expressing opinions on television, Kim only expresses the most vague and acceptable opinions about all subject matters—you aren’t meant to quote Kim (unlike more outspoken celebrities, such as Sean Penn)—you are meant to idolize her, look at her and want to be her.
And because of this persona she has so carefully crafted, it works. People will purchase anything Kim sells, if only it will help them look like her or become famous like her. You aren’t meant to identify with Kim, you’re supposed to look at her as an “idealized” (for many people) woman and to desire her and try to become like her accordingly. So while it may be true the Kardashians are ruining America, setting bad examples or even simply filling people’s heads with trash, one thing is undeniable — Kim and her family are hugely successful. Well, that and Bruce Jenner’s plastic surgery is so terrifying they could make a new Paranormal Activity based on it.
