Celebrity in the Time of Covid

Book excerpt: This work describes the crucial role celebrities played in the emergence of two competing narratives about Covid-19, one a pro-science narrative that advocated for preventive measures and the other a skeptical counter narrative that denied the disease's existence or downplayed its severity. During the first postmodern pandemic, a slew of interactions took place across a variety of platforms between prominent figures and those who connected with them, forming parasocial communities that framed perspectives on Covid-19. The author first describes how Covid-19 unfolded in the world of sports, then goes on to explain how supportive behavior toward public officials fueled the two competing narratives, emphasizing how celebrities themselves aided in the development of common perspectives. The text concludes with a description of how citizens initially regarded health care professionals as "heroes," but even the most powerful public appeals could not persuade some that Covid-19 posed a genuine threat. Exploring the polarity of publicly held beliefs, this book documents how celebrity advocacy had a lasting effect on people's health choices during a global pandemic.