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on Cultural Economics |
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Issue of 2006‒10‒07
two papers chosen by Roberto Zanola Universita degli Studi del Piemonte Orientale |
| By: | Egon Franck; Stephan Nüesch (Institute for Strategy and Business Economics, University of Zurich; Institute for Strategy and Business Economics, University of Zurich) |
| Abstract: | Economic theories of superstar emergence concentrate on the perceived quality of the star’s performance. Thus superstars are identified by perceived talent superiority. Information technology and mass media have recently released a new type of stars: celebrities who are just known for being well-known. Most of these short-lived celebrities are ordinary people who have no special talent at all. Nevertheless, they enjoy star-like attention. We argue that the demand for celebrities is based on the human desire to gossip; namely to discuss, share interpretations or judgments. Celebrities qualify well for gossip since information about them is easy to find and share. The more popular a celebrity is, the easier gossip circulation becomes which then fuels further popularity and creates a self-energizing bandwagon effect. Media plays a crucial role in selecting for whom it triggers this bandwagon effect. |
| Keywords: | Superstars, celebrities, popularity, bandwagon effect |
| JEL: | D11 J44 |
| Date: | 2006 |
| URL: | http://d.repec.org/n?u=RePEc:iso:wpaper:0049&r=cul |
| By: | Leif Brandes; Egon Franck; Stephan Nüesch (Institute for Strategy and Business Economics, University of Zurich; Institute for Strategy and Business Economics, University of Zurich; Institute for Strategy and Business Economics, University of Zurich) |
| Abstract: | Recent studies of the demand for sports clearly indicate that stars play an important role in promoting fan interest. However, on theoretical grounds it is controversial if a star’s talent superiority and/or a star’s popularity drive match attendance and hence gate revenues. Using longitudinal gate revenue and match attendance data of all clubs in the first German soccer league in a nine year period, the authors analyze star attraction of both locally rooted heroes and national superstars. We find empirical evidence that these groups differ in the way they attract fans: While local heroes enhance home game attendance, superstars mainly increase attendance on the road. Local heroes attract fans by outstanding field performances, whereas superstars facilitate fan support by mere popularity. |
| Keywords: | superstar effect, consumer demand, soccer, talent, popularity |
| JEL: | D L |
| Date: | 2006 |
| URL: | http://d.repec.org/n?u=RePEc:iso:wpaper:0046&r=cul |