Making the Most out of 15 Minutes

Abstract

Reality TV invites new considerations for theorizing celebrity as a cultural commodity whose economic value is based on potential exchange. In this article, I argue that reality TV's construction of a new stratum of celebrity value—ordinary people performing “the real”—supports claims that the industry is moving toward a “flexible” model of economic organization. The production of reality TV expands the labor stock to include nonunionized, nonpaid or low-paid contestants playing themselves, while also displacing unionized actors from production opportunities. Moreover, reality TV's D-level celebrity generates novelty out of audience self-reflexivity with minimal risk and temporal flexibility. Celebrity value, as a mechanism to gather audiences, undergoes a new form of dispensable synergy that shelters the larger system of celebrity valorization from the dual problems of scarcity and clutter.