Tiger Woods And The Perils Of Modern Celebrity
The time has come, perhaps, to retire or at least rethink the adage there is no such thing as bad publicity
. True, there will always be people who seek attention of any kind, like Richard and Mayumi Heene, the parents of the balloon boy who captured headlines in October, or Tared and Michaele Salahi who brazened their way into President Obamas first state dinner, in November. But for those whose prominence is rooted in the older tradition of justly earned renown the truly gifted, the authentically accomplished publicity is as likely to diminish as exalt. Exhibit A is, of course, Tiger Woods, whose prowess on the golf course has lately been overshadowed, first by a rash of tabloid reports of infidelities and then by his announcement on Friday that he will take an indefinite break from professional golf and focus my attention on being a better husband, father, and person.
It is fitting that the hidden costs of fame should be exacted from Mr. Woods almost precisely 50 years after the publication of a book, Celebrity Register, that presented a new picture of social standing in modern America, one in which talent and achievement had been subordinated to publicity. In order to record this transformation, the projects editor-in-chief, Cleveland Armory , put a team of 20 researchers and writers to work, and four years later they fashioned a colossal volume; its 864 oversize pages were divided into two columns of names, each with a photo and a mailing address (usually a home address) 2,240 celebrities in all, beginning with the baseball slugger Hank Aaron and ending with the ballet dancer Vera Zorina. The word Celebrity, in our present Celebrity Society covers a multitude of sins, Mr. Amory wrote in a prefatory note. It does not mean, for example, accomplishment in the sense of true or lasting worth rather it often means simply accomplishment in the sense of popular, or highly publicized, temporary success. Thus, Mortimer Adler, the Great Books impresario, shared a page with Polly Adler, the Prohibition eras most prominent madam. The entry on Senator John W. Bricker, an ultra-conservative Republican, faced a column on Harry Bridges, the left-wing San Francisco union organizer. Niels Bohr made it in, but so did the Gabor sisters (and their mother).
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