Abstrakt
Celebrities are able to exert a significant impact on the agenda of political communication in contemporary society, and many academic researchers argue that the fields of politics, popular culture and media have in various ways converged (e.g. Zoonen, 2005, Becker, 2012, Marshall, 1997).
The text focuses on the ways that celebrities relate to political communication and how these fields consequently change. This paper outlines the findings of an analysis of a case study of celebrity endorsements in a recent Czech parliamentary election campaign (in 2010).
The case study is part of broader research comparing selected cases in the Czech Republic and shows the development of celebrity endorsement in contemporary political communication. In this particular case, the actors transformed 'symbolic capital' (Davis, 2010) into media capital and intervened in the political field using the concept of 'self-evident' anti-communism.