Stars and celebrities in East Asian media
In this case study Leung Wing-Fai explores the career trajectories of three major Chinese film stars. She notes how their careers have developed, first in a national and regional context and then in terms of global film culture, including work with Hollywood producers and involvement in branding and endorsement of global products.
The three stars are:
Leung then focuses directly on the use of celebrities like these three stars in branding
East Asian popular culture is growing in importance in terms of both regional coverage and ‘contra flows’ of media texts circulating globally and in competition with those from Europe and the US. Since 2000, one example of this comes in the form of The Korean Wave.
Each of these short investigations provides a starting point for analysis of how stardom and celebrity in a globalised world can be exploited in terms of branding. They also offer material for a study of identity – see the Media Student’s Book, Chapter 4: Representation. In addition to Chapters 4 and 5, this case study will also be useful in work on Chapter 11 Debating advertising, branding and celebrity.
Leung Wing-Fai completed her doctoral thesis on media stardom in Hong Kong at SOAS, University of London. Her publications include East Asian Cinemas: Exploring Transnational Connections on Film (co-edited with Leon Hunt, 2008) and ‘From Wah Dee to CEO: Andy Lau and Performing the Authentic Hong Kong Star’, Film International Issue 40, 7.4 (2009).