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‘And Ziggy played guitar’: Bowie, the market, and the emancipation and resurrection of Ziggy Stardust

Lookup NU author(s): Professor Andrew Lindridge


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Using David Bowie as a human brand and his various characters, particularly Ziggy Stardust, we address two research themes: who constructs celebrity – the individual or the market, and to what extent can a celebrity emancipate their human brand from the characters they portray? Market-generated materials covering Bowie’s fifty year career were analysed using structuration theory. Our findings indicate that Bowie’s control of his human brand was increasingly determined by differing agents within the market. We conclude that a celebrity’s human brand is as much a creation of the market, as it is the celebrity’s. Yet unlike the celebrity, their character’s ongoing popularity reflects not only a moment in time but also an ability to adapt to differing times.

Publication metadata

Author(s): Lindridge AM, Eagar T

Publication type: Article

Publication status: Published

Journal: The Journal of Marketing Management

Year: 2015

Volume: 31

Issue: 5-6

Pages: 546-576

Print publication date: 01/03/2015

Online publication date: 04/03/2015

Acceptance date: 01/05/2005

ISSN (print): 0267-257X

ISSN (electronic): 1472-1376

Publisher: Taylor and Francis


DOI: 10.1080/0267257X.2015.1014395


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