The buzz Susan Boyle cynical marketing in times of crisis
By Chloe Leprince Rue89 19/04/2009 10:20 p.m.
That one week the world's media mount hairpin Susan Boyle, an anti-star who wants to become a singer and did not, a priori, the physical work. United States, where the phenomenon irradiated for three days, now says he must return to Iraq to not know who this woman is.
Reminder: aged 47 years, this single native of Scotland and provided the focus that goes with it, appeared on British television on April 11 in "Britain's Got Talent", which is somewhat equivalent to " New Star. " The video was the buzz at a rate of over 30 million hits on YouTube. (See video)
With a mixture of culpabillité very telegenic and cynicism, those who mocked the wrong part of the candidate radio hook-British now recite a funny catechism, swearing that definitely "the clothes do not make the monk."
Hollywood star and anti-
Physics lumberjack, nightmare hair, daring in the dancing steps: Susan Boyle has everything to make people laugh, a priori, and besides, the jury seemed rather go for.
Until she opens her mouth and Hollywood arrives in the small screen: Suzan can sing and even stand on stage or even raise his arm to fetch the public. Which rises visibly subjugated.
Hollywood? Yes, because the whole story is actually presented as the beginning of a fairy tale so that appropriate rubs his eyes.
While the room is in heaven, carried by this version of "Les Miserables", the three jurors vie mean mime to their surprise, they who seemed so shocked before Susan opens her mouth.
Soon, surprise gives way to self-flagellation. As if the full pallet of "The Society of the Spectacle by Guy Debord had landed in Scotland in the same train as the singer parish, juror Amanda Holden cusp wrinkling the nose and mouth to make his mea culpa. Facing the camera and not without a real sense of showmanship, she regretted publicly that they were all "so cynical."
A week later, hundreds of portraits and even an AFP dispatch in France, we were able to reiterate it was naughty to judge by appearances.
Fortunately, the wonderful series by Susan Boyle came to remind us that it was still possible in 2009, never having kissed a boy ( one who says ) and landing a final radio -hook, May 23
Glory ... and condescending interviews
United States, Susan Boyle became famous after a passage CBS Early Show on Friday, although a lot of interviews have proved grossly condescending. Small example images, albeit in English as it happens. (See video)
CBS even offered to two juries of the issuance to tell their amazement at what we sold as a small miracle of nature-such a beautiful voice for a physical so ungrateful, roughly. Here (in English) an extract of their passage on CBS, where they will apologize solemn. (See video)
Beyond the wonderful story of this aesthetic contradiction near a record of notoriety on Twitter, Amanda Holden and Piers Morgan are two arguments that we have reason to challenge, as seems perfectly oiled machine.
"It must remain exactly as it is" the blonde
In Amanda, what is most striking is his insistence on repeating, as previously in the Daily Mirror , she would do the feet and hands to prevent Susan Boyle takes you to the hairdresser or the dentist, even though it is now flanked by an agent. To be clear: this new heroine would not work so well because it embodies the rustic authenticity.
Here's what Amanda Holden said the Mirror:
"It must remain exactly as it is because that's why we love it. It looks like any inhabitant of your street.
The minute we turn into someone glamorous, everything will be ruined. This may perhaps come later when it has signed an album and set out to conquer America. "
the side of Piers Morgan, however, we are told again that this is typically what Scottish time needed," in these times of economic crisis and gloom. "
When we hear the candidate compare to a "tonic" is vaguely reluctant whether it refers to a variety of soft drink or a burst of vital energy, but we can not help but think in both cases that the marketing operation is pretty well put together, the repulsion veneration through surprise and a public apology.
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