Reality TV stars monetize scandal by converting family turmoil into branded commerce

Evidence

In line with Jay-Z’s aristocratic rap, reality TV’s “egalitarian” nature worked well with a renewed interest in entrepreneurial hustle. By the time the Kardashian-Jenner clan launched Keeping Up with the Kardashians in 2007, they had learned a lot from reality TV pioneers like Burnett. They understood that their on-camera performances could drive sales to their business ventures. Episodes promoted their clothing chain Dash, QVC fashion line K-Dash, cosmetics labels, and endless brand collaborations. The Kardashians also mastered the art of monetizing scandal. As Amy Chozick wrote for The New York Times, “Family turmoil feeds the celebrity news cycle, which drives interest in the TV show, which then helps to publicize an ever-increasing number of sponsorships and branded products.” The show’s most lucrative product, however, was Kim Kardashian herself. “I really do believe,” Kim told The New York Times in 2010, “I am a brand for my fans.” — W. David Marx, Blank Space, 237

Categorization

• XREF: Connects to the omnivore monoculture thesis — everyone consuming the same celebrity content, with self-branding as flattened identity.