2024-03-25 05:28:16
– My people are soon no longer your people
Sport, cooking, singing, cinema: women and men are considered stars. But why this adoration?
Isabelle Falconnier – Director of the Swiss Press Club
Posted today at 6:28 a.m.
Roger Federer and Marco Odermatt enter an elevator. Inside, a young girl so busy on her phone that she doesn’t realize who is sharing her cabin. For a month, the advertising film offered by Sunrise has been flooding your small and large screens. There is a sequel, in the form of a second episode of the advertisement: here is Roger and Marco returning from their chic cocktail. The height of (bad) luck: the same young lady finds herself in the elevator with them. This time, she sees them and, in amazement, drops her phone. In both cases, she looks like an idiot.
What does the advertising imply? That in front of these stars that are Marco and Roger, she should have immediately stopped watching videos of little cats and swooning in front of them, giggling, wiggling, even screaming while begging them to give her a selfie. That these two men are gods. That in the presence of their Majesties Marco and Roger, we stop everything, and we worship.
What pretension. The more I watch these thirty seconds of condensed superiority that is both marketing and macho, the more I want to claim the right to… indifference.
Stars and celebrities are the new gods of Olympus of our certainly secular but cathodic, media and capitalist era. Celebrities sell – phones, shoes, drinks, newspapers, audiences. So we should sacrifice everything to them: our attention, our money, our dignity. What they love – their phone, their shoes – we should love.
But who the hell crowned them gods? Who then knighted them and granted them this power? Not all athletes, even talented ones, end up in an international advertising film. When do you, as a simple skier, surgeon, writer, singer, cook, boss, find yourself answering questions about anything and everything – your favorite food, what you think of #MeToo, the song on which you kissed your first flirt – and, above all, do we find ourselves on the cover of “L’Illustré” magazine? Because yes, in Switzerland, if at 40, you haven’t had your front page in “L’Illustré”, its big sister “Schweizer Illustrierte” or “Blick”, you have missed your destiny as a celebrity!
People et people
This is changing: in the age of digital communities and the consumption of films on demand, no more celebrities who bring together the good people from 9 to 99 years old. My people are soon no longer your people. We can rejoice. We can also deplore it. Because we end up inheriting other people’s celebrities, like poor Kate from England who is relentlessly hounded by the paparazzi before the eyes of the whole world. Unlike Roger and Marco in their elevator, indifference, she would ask for more.
Round table “Which celebrity press in French-speaking Switzerland?” Wednesday March 27, 12:15 p.m., CFJM, Lausanne. With Géraldine Savary (“Femina”, “Le Matin Dimanche”), Laurence Desbordes (“L’Illustré”), Michel Jeanneret (“Blick”), Anne-Marie Philippe (“Paris Match Suisse”).
Director of the Swiss Press Club
FEM
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#guest #people #longer #people