Trans-Jenner Research Paper
Joanne Chan (SID: 25308125)
Professor Jackson
MEDIAST N10: Introduction to Media Studies
4 July 2016
Trans-Jenner: The Creation of Cait
America’s obsession with celebrities ― people who attract public interest through industry manipulations, charm or talent (O’Shaughnessy, Stadler, 424) ― and tendency to view them as the epitome of American success give high profile celebrities an ability to reinforce societal values and influence perception. With a combined net worth of over $300 million, the Kardashian-Jenner family serves as one such entity as every member is capable of commanding an incredible following. Kim Kardashian alone holds the record for the most followers on Instagram with 75.4 million followers (Kardashian). On top of 43 product …show more content…
endorsements and connections with seven top-charting rappers (Warner), the Kardashian-Jenner family reaps an additional $100 million from their reality TV show Keeping Up with the Kardashians (Wagmeister). Amidst the estrogen charged empire, Bruce Jenner, father and stepfather of the respective Jenner and Kardashian sisters, appears as a bystander in his daughters’ prominent lifestyles. However, in 2015, Jenner publically announced her transition to a woman and her controversial decision seized America’s immediate attention. Her story was splayed across the front cover of top magazines including, Vanity Fair, People, and The Advocate and by extension, Jenner’s transition coupled with her family’s previously amassed media attention enabled her to highlight the nationwide discussion on transgender acceptance. As seen through Jenner’s career from Olympian to trans advocator, the events and decisions surrounding her image transformation illustrate the careful balance celebrities face between maintaining genuineness and maximizing economic value.
Jenner’s previous persona as Bruce suppressed her gender dysphoria to maintain audience fascination, which exemplifies how celebrities are monetarily pressured to sustain a profitable image. As a child, Jenner found a certain joy in sneaking off into her mother’s closet and trying on dresses (Tauber). However, in the late 1950s, the only publicized gender reassignment story was of a World War II veteran named Christine Jorgensen (Bissinger). With little access to information on gender dysphoria, Jenner shrugged off her tendencies and focused on sports to reinforce her masculinity. Bruce Jenner’s public career began in the 1976 Summer Olympics, where he took home gold for the decathlon. Demanding the mastery of ten track and field events, the decathlon is seen as one of the most difficult Olympic events and the gold medalist is often dubbed the strongest man in the world (Yahr). Jenner embraced the attention and soon skyrocketed to national fame. Suddenly thrust into the public eye, Jenner realized he needed to continue embodying the American idea of masculinity to be maintain popularity. His inclination aligns with film researcher Christine Gledhill’s “view that the media industry and stardom are entirely reliant on marketability” (O’Shaughnessy, Stadler, 426). Jenner’s perceived marketability ― the ability of a celebrity to promote commercially approved values and products (O’Shaughnessy, Stadler, 426) ― not only came from his athletic ability, but also his physical similarity with the culturally idealistic man. Standing tall at six feet two with a lean built and a handsome smile, Jenner was promoted as an all American guy. He was synonymous with strength and vigor, appearing on a Wheaties box and accepting every single sports endorsement that came his way (Yahr). By suppressing his gender dystopia, Jenner was able to reach new heights of stardom, but amidst the motivational speeches and commercials, Jenner knew he was masking his true self. During an interview with Vanity Fair in 2015, he recalled that, “Underneath my suit I have a bra and panty hose and this and that and [I was] thinking to myself, ‘They know nothing about me’...” (Bissinger). Overcome with the falsehood of his public appearances, Jenner felt reluctant in promoting material that was authorized to further his masculine image. In 1986, Jenner decided to start gender transitioning and began hormonal treatment (Yahr). Once Jenner no longer conformed to the carefully packaged icon America knew and loved, his claim to fame declined almost as abruptly as it began. Jenner’s public career in the immediate years after the 1976 Summer Olympics was sustained by his athletic ability and masculine appearance. Thus, when Jenner decided to undergo gender transitioning, she required a complete shift in press strategy.
Jenner’s gender transition, publicized through an in-depth interview on ABC News and a Vanity Fair magazine cover, was orchestrated to emphasize the authenticity of her decision while conveniently increasing her marketability. Keeping Up with the Kardashians (KUWTK) debuted in 2007 (IMDb.com) and has since grown the net worth of each Kardashian by ten-fold (Wagmeister). The show drew media attention away from Jenner and her modest lifestyle by focusing on the indulgent habits of the family. In fact, Jenner was described as a “sideshow freak in the Kardashian circus, pummeled with equal vigor by the gossip industrial complex and late-night comics over Jenner’s changing appearance” (Adalian). No longer the sole benefactor, Jenner felt free from industry pressures to remain marketable. In addition, Kim Kardashian has consistently encouraged self-love and comfort with sexuality, stating in her online blog that, “I am empowered by my body. I am empowered by my sexuality. I am empowered by feeling comfortable in my skin”. Motivated by decades of suppressed gender dysphoria, reduced media pressures, and familial support, Jenner hired Alan Nierob from Hollywood PR firm Rogers & Cowan to orchestrate a press strategy for Caitlyn’s public debut. Experienced in handling multi-layer press strategies through the agency’s previous work with Rock Hudson and Marilyn Monroe (Adalian), Nierob focused the press strategy on transparency and credibility. Jenner faced criticism in the past as snippets of her transition, including images of her after a laryngeal shave procedure, elicited claims that the transition was to boost ratings and viewership of KUWTK. To combat the claims, Nierob and Jenner strayed from using NBC, the network that hosts KUWTK (Wagmeister), and partnered instead with Diane Sawyer from ABC News. On April 24, ABC News aired a special edition of “20/20” where millions watched a former Olympian reveal a secret he has been harboring for decades (Sawyer). The authenticity of the interview silenced critics who claimed the transition was a promotional tactic. To sustain the positive promotion, Nierob concentrated on revealing the name, Caitlyn, in the most appropriate setting and settled on announcing the name on the cover of Vanity Fair. The cover set into motion the making of Jenner’s personal TV show, I am Cait. Hosted by E!, the channel that also hosts KUWTK, I am Cait garnered 4.5 million views in 24 hours (Adalian). Thrust into the spotlight once again, Jenner attracted
Jenner now may be even more marketable as she ever was as her status as a doting father, member of the LGBTQ community, and affiliation with the lavious Kardashian - Jenner empire creates a broad demographic that can be used in any industry. Similar to David Beckham, Jenner can be classified as “metrosexual” as she is now “representative of and embodies changing social norms, discourses, and shifting boundaries around gender and sexuality” (O’Shaughnessy, Stadler, 432). While gender transitioning, Jenner carefully selected media outlets that she believed would best announce her new persona. Such a decision reveals the difficulty of sustaining marketability without drawing overly intrusive attention
The public’s critical response to I am Cait and the materialistic nature of the show demonstrate how media industries continue to seek economic gain despite celebrities’ intentions.
Soon after the release of her Vanity Fair cover, Jenner assured the public that she aimed to use her platform to address issues facing the transgender community. In an interview with The Advocate, Jenner revealed that her new mission in life was to “promote the welfare of transgender people” (Breen). Despite her intentions, Jenner faced tremendous backlash from the trans community. Trans advocates argued Jenner was overemphasizing femininity and reinforcing the deeply entrenched stereotypes of women by emphasizing the cosmetic difficulties she faces. Elinor Burkett of The New York Times eloquently asserted that “Nail polish does not a woman make” when Jenner revealed that she looked forward most to openly wearing nail polish. In I am Cait, the cinematography portrays Jenner as any other cisgender celebrity, focusing on her nail collection and beauty products instead of stressing issues facing the trans community. As Jenner desperately tries to make a point on bullying, the camera pans away from her to focus on her manicure (Maerz). The superficiality of the show is disappointing to transgenders who were anticipating the increased awareness and support promised by Jenner. However, it is worthy to note that without feminine elements, I am Cait may not have come to fruition. Jenner’s capabilities as a celebrity are limited by how effective she is in generating profit for media companies such as E!. Due to the controversial nature of the trans community, reliance on bringing trans awareness does not align with the image of E! nor the demographic of its viewers. Jenner’s ability to continue trans awareness is based on a symbiotic relationship with E!. Jenner is able to continue trans awareness as long as I am Cait pertains to the viewership of E! by involving materialistic
elements.
Ultimately, what does your case study demonstrate about celebrity and calculated image transformation?
Whether celebrities attained their fame by creation of the industry or by their own endeavors, they are fortunate to command a platform of followers eager to disseminate social arguments, start discussions, and change mindsets. It is in this platform where the true value of a celebrity arguably lies.
Professor Jackson
MEDIAST N10: Introduction to Media Studies
4 July 2016
Trans-Jenner: The Creation of Cait
America’s obsession with celebrities ― people who attract public interest through industry manipulations, charm or talent (O’Shaughnessy, Stadler, 424) ― and tendency to view them as the epitome of American success give high profile celebrities an ability to reinforce societal values and influence perception. With a combined net worth of over $300 million, the Kardashian-Jenner family serves as one such entity as every member is capable of commanding an incredible following. Kim Kardashian alone holds the record for the most followers on Instagram with 75.4 million followers (Kardashian). On top of 43 product …show more content…
endorsements and connections with seven top-charting rappers (Warner), the Kardashian-Jenner family reaps an additional $100 million from their reality TV show Keeping Up with the Kardashians (Wagmeister). Amidst the estrogen charged empire, Bruce Jenner, father and stepfather of the respective Jenner and Kardashian sisters, appears as a bystander in his daughters’ prominent lifestyles. However, in 2015, Jenner publically announced her transition to a woman and her controversial decision seized America’s immediate attention. Her story was splayed across the front cover of top magazines including, Vanity Fair, People, and The Advocate and by extension, Jenner’s transition coupled with her family’s previously amassed media attention enabled her to highlight the nationwide discussion on transgender acceptance. As seen through Jenner’s career from Olympian to trans advocator, the events and decisions surrounding her image transformation illustrate the careful balance celebrities face between maintaining genuineness and maximizing economic value.
Jenner’s previous persona as Bruce suppressed her gender dysphoria to maintain audience fascination, which exemplifies how celebrities are monetarily pressured to sustain a profitable image. As a child, Jenner found a certain joy in sneaking off into her mother’s closet and trying on dresses (Tauber). However, in the late 1950s, the only publicized gender reassignment story was of a World War II veteran named Christine Jorgensen (Bissinger). With little access to information on gender dysphoria, Jenner shrugged off her tendencies and focused on sports to reinforce her masculinity. Bruce Jenner’s public career began in the 1976 Summer Olympics, where he took home gold for the decathlon. Demanding the mastery of ten track and field events, the decathlon is seen as one of the most difficult Olympic events and the gold medalist is often dubbed the strongest man in the world (Yahr). Jenner embraced the attention and soon skyrocketed to national fame. Suddenly thrust into the public eye, Jenner realized he needed to continue embodying the American idea of masculinity to be maintain popularity. His inclination aligns with film researcher Christine Gledhill’s “view that the media industry and stardom are entirely reliant on marketability” (O’Shaughnessy, Stadler, 426). Jenner’s perceived marketability ― the ability of a celebrity to promote commercially approved values and products (O’Shaughnessy, Stadler, 426) ― not only came from his athletic ability, but also his physical similarity with the culturally idealistic man. Standing tall at six feet two with a lean built and a handsome smile, Jenner was promoted as an all American guy. He was synonymous with strength and vigor, appearing on a Wheaties box and accepting every single sports endorsement that came his way (Yahr). By suppressing his gender dystopia, Jenner was able to reach new heights of stardom, but amidst the motivational speeches and commercials, Jenner knew he was masking his true self. During an interview with Vanity Fair in 2015, he recalled that, “Underneath my suit I have a bra and panty hose and this and that and [I was] thinking to myself, ‘They know nothing about me’...” (Bissinger). Overcome with the falsehood of his public appearances, Jenner felt reluctant in promoting material that was authorized to further his masculine image. In 1986, Jenner decided to start gender transitioning and began hormonal treatment (Yahr). Once Jenner no longer conformed to the carefully packaged icon America knew and loved, his claim to fame declined almost as abruptly as it began. Jenner’s public career in the immediate years after the 1976 Summer Olympics was sustained by his athletic ability and masculine appearance. Thus, when Jenner decided to undergo gender transitioning, she required a complete shift in press strategy.
Jenner’s gender transition, publicized through an in-depth interview on ABC News and a Vanity Fair magazine cover, was orchestrated to emphasize the authenticity of her decision while conveniently increasing her marketability. Keeping Up with the Kardashians (KUWTK) debuted in 2007 (IMDb.com) and has since grown the net worth of each Kardashian by ten-fold (Wagmeister). The show drew media attention away from Jenner and her modest lifestyle by focusing on the indulgent habits of the family. In fact, Jenner was described as a “sideshow freak in the Kardashian circus, pummeled with equal vigor by the gossip industrial complex and late-night comics over Jenner’s changing appearance” (Adalian). No longer the sole benefactor, Jenner felt free from industry pressures to remain marketable. In addition, Kim Kardashian has consistently encouraged self-love and comfort with sexuality, stating in her online blog that, “I am empowered by my body. I am empowered by my sexuality. I am empowered by feeling comfortable in my skin”. Motivated by decades of suppressed gender dysphoria, reduced media pressures, and familial support, Jenner hired Alan Nierob from Hollywood PR firm Rogers & Cowan to orchestrate a press strategy for Caitlyn’s public debut. Experienced in handling multi-layer press strategies through the agency’s previous work with Rock Hudson and Marilyn Monroe (Adalian), Nierob focused the press strategy on transparency and credibility. Jenner faced criticism in the past as snippets of her transition, including images of her after a laryngeal shave procedure, elicited claims that the transition was to boost ratings and viewership of KUWTK. To combat the claims, Nierob and Jenner strayed from using NBC, the network that hosts KUWTK (Wagmeister), and partnered instead with Diane Sawyer from ABC News. On April 24, ABC News aired a special edition of “20/20” where millions watched a former Olympian reveal a secret he has been harboring for decades (Sawyer). The authenticity of the interview silenced critics who claimed the transition was a promotional tactic. To sustain the positive promotion, Nierob concentrated on revealing the name, Caitlyn, in the most appropriate setting and settled on announcing the name on the cover of Vanity Fair. The cover set into motion the making of Jenner’s personal TV show, I am Cait. Hosted by E!, the channel that also hosts KUWTK, I am Cait garnered 4.5 million views in 24 hours (Adalian). Thrust into the spotlight once again, Jenner attracted
Jenner now may be even more marketable as she ever was as her status as a doting father, member of the LGBTQ community, and affiliation with the lavious Kardashian - Jenner empire creates a broad demographic that can be used in any industry. Similar to David Beckham, Jenner can be classified as “metrosexual” as she is now “representative of and embodies changing social norms, discourses, and shifting boundaries around gender and sexuality” (O’Shaughnessy, Stadler, 432). While gender transitioning, Jenner carefully selected media outlets that she believed would best announce her new persona. Such a decision reveals the difficulty of sustaining marketability without drawing overly intrusive attention
The public’s critical response to I am Cait and the materialistic nature of the show demonstrate how media industries continue to seek economic gain despite celebrities’ intentions.
Soon after the release of her Vanity Fair cover, Jenner assured the public that she aimed to use her platform to address issues facing the transgender community. In an interview with The Advocate, Jenner revealed that her new mission in life was to “promote the welfare of transgender people” (Breen). Despite her intentions, Jenner faced tremendous backlash from the trans community. Trans advocates argued Jenner was overemphasizing femininity and reinforcing the deeply entrenched stereotypes of women by emphasizing the cosmetic difficulties she faces. Elinor Burkett of The New York Times eloquently asserted that “Nail polish does not a woman make” when Jenner revealed that she looked forward most to openly wearing nail polish. In I am Cait, the cinematography portrays Jenner as any other cisgender celebrity, focusing on her nail collection and beauty products instead of stressing issues facing the trans community. As Jenner desperately tries to make a point on bullying, the camera pans away from her to focus on her manicure (Maerz). The superficiality of the show is disappointing to transgenders who were anticipating the increased awareness and support promised by Jenner. However, it is worthy to note that without feminine elements, I am Cait may not have come to fruition. Jenner’s capabilities as a celebrity are limited by how effective she is in generating profit for media companies such as E!. Due to the controversial nature of the trans community, reliance on bringing trans awareness does not align with the image of E! nor the demographic of its viewers. Jenner’s ability to continue trans awareness is based on a symbiotic relationship with E!. Jenner is able to continue trans awareness as long as I am Cait pertains to the viewership of E! by involving materialistic
elements.
Ultimately, what does your case study demonstrate about celebrity and calculated image transformation?
Whether celebrities attained their fame by creation of the industry or by their own endeavors, they are fortunate to command a platform of followers eager to disseminate social arguments, start discussions, and change mindsets. It is in this platform where the true value of a celebrity arguably lies.