The Kardashian family has become a cultural phenomenon, their name synonymous with reality TV, social media dominance, and a unique brand of celebrity. Amanda Scheiner McClain, Ph.D., a researcher specializing in reality television, delves into this phenomenon in her book, “Keeping Up the Kardashian Brand: Celebrity, Materialism, and Sexuality.” This work analyzes how the Kardashians exemplify the convergence of new and traditional media, highlighting their mastery of branding, commerce, celebrity, and sexuality in the modern age.
Released in 2013, McClain’s book argues that the Kardashian family represents a significant “cultural touchstone.” They embody contemporary notions of celebrity, characterized by seemingly effortless fame, a focus on image and appearance, and a savvy utilization of social media platforms. McClain notes, “The Kardashians have seemingly achieved the American dream without the visible hard work required for it. They embody the contemporary American dream—success propelled by social media and reality TV.” This perception of instant success, fueled by reality television and social media, is a key component of their brand and public image.
However, McClain’s analysis goes beyond simple stereotypes. She contends that the Kardashian family, despite criticisms, challenges traditional American norms. Their lifestyle and public persona disrupt established institutions like patriarchy and conventional marriage, and they navigate complex discussions around female sexuality and exploitation. McClain suggests that the intense media backlash against the Kardashian empire might be rooted in societal biases, including sexism and classism, influencing how journalistic narratives frame their success.
Through an examination of “Keeping Up with the Kardashians,” their active presence on platforms like Twitter and blogs, and the constant media coverage surrounding them, McClain unpacks the Kardashian family’s impact on contemporary American culture. Her research reveals how their consistent content across various media channels solidifies their brand identity, crafting a cohesive and marketable image. This strategic repetition and omnipresence in media landscapes have been instrumental in cementing the Kardashian family’s enduring celebrity status and influence.
