Branding, Celebritization and the Lifestyle Expert

The lifestyle expert – a figure whose knowledge is tied to the ordinary and the everyday – has emerged as a major cultural authority in recent times. This article examines the role and status of ‘ordinary experts’, such as Martha Stewart and Jamie Oliver, in relation to processes of ‘celebritization’ and branding. Linking these processes to broader shifts around the domestication and privatization of public culture and citizenship, I discuss the branding of lifestyle advice in the context of the emergence of informational capitalism and the growing role of the consumer in providing branded lifestyles with value and meaning. Arguing that the privatized modes of lifestyle consumption modelled by figures like Stewart and Oliver have emerged as a pre-eminent site of social relations, communality and lifestyle ‘activism’, the essay concludes with a discussion of what kind of civic politics might emerge out of this context.