Celebrities manufacturing their identity

Do you watch Gogglebox? If you are not familiar with it, it is a fly on the wall documentary series observing families watching and commenting on the TV (it sounds utterly ridiculous when described). It has proven to be a phenomenal success for channel 4.

One thing I noticed this week on social media was one of the stars - Scarlett Moffat. She has a facebook page and uses this to share images of herself and opinions. Here she is, supporting and cultivating her own brand of celebrity. She is controlling her own identity by choosing how she represents herself and sharing this with potential fans and audiences via social media.

This is a difficult line for 'celebrities' (I use the term 'celebrity' loosely in Scarlett's case...). There are many benefits to using new and digital media to cultivate your identity outside of Gogglebox - try thinking of a few. But what are the potential negatives? 

Have a look at Shia Laboeuf's Twitter feed to explore possible negative examples.