“…Celebrity is not the exclusive domain of media, entertainment and sports, but is also apparent in politics (Street, 2004), gastronomy (Hyman, 2008), business (Littler, 2007) and academia (Moran, 1998;Williams, 2006). Interestingly, this raises the question of whether this contradicts the shift from idols of production toward idols of consumption, as Leo Löwenthal (1984: 206-08) once lamented, or rather, as I would propose, if the idols of production have also become idols of consumption.…”