Stars—spectacular representations of living human beings—project this general banality into images of permitted roles. As specialists of apparent life, stars serve as superficial objects that people can identify with in order to compensate for the fragmented productive specializations that they actually live. The function of these celebrities is to act out various lifestyles or sociopolitical viewpoints in a full, totally free manner. They embody the inaccessible results of social labor by dramatizing the by-products of that labor which are magically projected above it as its ultimate goals: power and vacations—the decision making and consumption that are at the beginning and the end of a process that is never questioned. On one hand, a governmental power may personalize itself as a pseudostar; on the other, a star of consumption may campaign for recognition as a pseudopower over life. But the activities of these stars are not really free, and they offer no real choices. \n\nThe agent of the spectacle who is put on stage as a star is the opposite of an individual; he is as clearly the enemy of his own individuality as of the individuality of others. Entering the spectacle as a model to be identified with, he renounces all autonomous qualities in order to identify himself with the general law of obedience to the succession of things. The stars of consumption, though outwardly representing different personality types, actually show each of these types enjoying equal access to, and deriving equal happiness from, the entire realm of consumption. The stars of decision making must possess the full range of admired human qualities: official differences between them are thus canceled out by the official similarity implied by their supposed excellence in every field of endeavor. As head of state, Khrushchev retrospectively became a general so as to take credit for the victory of the battle of Kursk twenty years after it happened. And Kennedy survived as an orator to the point of delivering his own funeral oration, since Theodore Sorenson continued to write speeches for his successor in the same style that had contributed so much toward the dead man’s public persona. The admirable people who personify the system are well known for not being what they seem; they attain greatness by stooping below the reality of the most insignificant individual life, and everyone knows it.

• life
• other
• power
• roles
• happiness
• public
• reality
• the spectacle
• model
• obedience
• labor
• personality
• law
• recognition
• celebrities