Achieving fame

• Autor(a) principal: Villaça, Nizia
• Data de Publicação: 2013
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Revista dObra[s]
• Texto Completo: https://dobras.emnuvens.com.br/dobras/article/view/137
• topic: performance; consumption; globalization.; performance; consumo; globalização.

This article intents to reflect upon the culture of performance, discussing the anthropology of equality, which, in the contemporary era, gives place to the rising of new heroes questioned by the generalization of the publicity that promises to everyone the possibility to achieve sudden notability. The strategy is able to seduce a huge amount of anonymous that take part in the programs and/or relate to the ones who stand out in the media. Such model is based on a culture of athletic and business style e focuses on fame achievement. Failing in this conquest causes a depressing state with drug and anxiolytic abuse, reclusion and immobility. The dynamics of identity/ difference is moved by the actions of cultural marketing, whose actions will be object of discussing to check if recurring to culture propitiates, effectively, an individual and communitarian involvement.