By analyzing the “mass idols” (Lowenthal, 1944) of contemporary media culture, this study contributes to our understanding of popular communication, branding, and social media self-presentation. Leo Lowenthal, in his well-known analysis of popular magazine biographies, identified a marked shift in mass-mediated exemplars of success: from self-made industrialists and politicians (idols of production) to screen stars and athletes (idols of consumption). Adapting his approach, we draw upon a qualitative analysis of magazine biographies (People and Time, n = 127) and social media bios (Instagram and Twitter, n = 200), supplemented by an inventory of television talk show guests (n = 462). Today’s idols, we show, blend Lowenthal’s predecessor types: they hail from the sphere of consumption, but get described –and describe themselves –in production terms. We term these new figures “idols of promotion,” and contend that their stories of self-made success –the celebrations of promotional pluck –are parables for making it in a precarious employment economy.

中文翻译：

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宣传偶像：自我品牌在不稳定时代的胜利

通过分析当代媒体文化的“大众偶像”（Lowenthal，1944），本研究有助于我们理解流行传播、品牌塑造和社交媒体自我展示。Leo Lowenthal 在他对流行杂志传记的著名分析中，发现了以大众为媒介的成功典范的显着转变：从白手起家的实业家和政治家（生产偶像）到银幕明星和运动员（消费偶像）。根据他的方法，我们对杂志传记（人物和时代，n = 127）和社交媒体简介（Instagram 和 Twitter，n = 200）进行了定性分析，并辅以电视脱口秀嘉宾清单（n = 462） . 今天的偶像，我们展示，融合了洛文塔尔的前辈类型：他们来自消费领域，但被描述——并描述自己——在生产方面。