It's time for the public to show their role and responsibility by saying no to celebrities who take advantage of their reputation to exaggerate, exaggerate products, and spread false information.
Why do people trust celebrities so easily?
As early as the middle of the last century, from empirical studies, the famous Austrian-American sociologist, communication researcher and psychologist Paul Lazarsfeld and his colleagues proposed the theory of two-step communication.
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| Nowadays, businesses are looking to reach customers by collaborating with influential people. (Source: Wondermedia) |
This theory suggests that the public tends to form their opinions through the influence of opinion leaders - people who are well-informed, have expertise, prestige, and power to influence the opinions of others.
These people receive information from the mass media and convey that information based on their views to the wider public.
Nowadays, in the context of the development of a series of social networking platforms, the two-step communication theory is further proven through communication practice. Brands and labels are all looking for ways to approach customers through collaboration with influential figures.
Famous people, besides their professional products (such as music, movies, fashion, books, awards, titles...), all want to take advantage of their "popularity" to receive contracts to represent brands or advertise products for businesses.
To convert the public (fans) into customers, many celebrities do not hesitate to share that they have directly used the product, or are the manufacturer or co-manufacturer of the product they are advertising.
With existing affection, the public easily trusts the "confidential sharing" of celebrities, and believes that "they will not sell their reputation" in exchange for immediate benefits.
Must firmly refuse
However, not all celebrities are responsible for their words and actions when advertising products for sale.
Celebrities hyping products on social media platforms is becoming more and more common. This action not only damages personal reputation but also harms consumers and society.
From a certain perspective, the fact that celebrities carelessly advertise products excessively, and then after receiving public backlash, simply apologize to get things over with, may also be partly due to the public still being lenient in their behavior towards celebrities.
Obviously, in addition to supplementing and increasing sanctions to ensure deterrence from relevant management agencies (such as: increasing fines, revoking licenses, collecting income from illegal advertising, banning activities in the field of advertising, professional activities, restricting performances, banning broadcasts...), the "power" of the public is very much needed.
The public can absolutely say no to celebrities who take advantage of fans' trust to advertise excessively in order to sell more products.
By firmly rejecting celebrities who make statements and behave in an unethical or illegal manner, the public is demonstrating their role and responsibility in accordance with their legitimate interests and those of the community, contributing to building a civilized life and respecting the law.
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