Grief, commiseration, and consumption following the death of a celebrity

Celebrated individuals often take on a sacred status, producing intense feelings among their fans. Because celebrities are usually protected and distant, their fans turn to celebrity-related products, which themselves may become cherished and sacred. After a celebrity dies, relevant products become even more significant as remedies for feelings of loss. This research examined expressions of grief and consumption-related emotions posted on internet message boards in response to the death of race car driver Dale Earnhardt, Sr. The research finds that fans use two processes: introjection and incorporation to deal with the loss of the celebrity. These processes help fans cope with grief and serve as narratives in their post-death self-identity creation, and also contribute to the mythology of the celebrity after death.