The popularity of social media sites like Twitter has increasingly transformed the entertainment industry into a social experience. Many TV shows and major award shows have created an episode or event specific hashtag that garner an onslaught of tweets. Studios have begun promoting their hashtag in hopes that an audience engages and starts a conversation. While Twitter is helping the entertainment industry engage and connect with their consumers, there are a few ethical issues that arise when using Twitter as a celebrity.
Disclosure of information and transparency are those issues. Public relations professionals understand the importance of Twitter because it allows the public to have direct contact with their once unreachable favorite celebrities.
However, in many cases publicists control and run their client’s Twitter profile. An article in the The New York Times by Noah Cohen explains that celebrities such as 50 Cent, Britney Spears, and even Kayne West have admitted to having other people run their Twitter accounts.
This is an ethical issue because it can leave other users unsure if the tweets and information posted is directly from the celebrity or an unknown party. Most of the time, publicists take control because they know the best way to communicate with the star’s fan base. Additionally, many celebrities want to avoid bad press or simply don’t have the time. However, this is ghost writing and it poses two questions.
Who takes responsibility for the tweets?
Should the real authors of the tweets be mentioned?
This leads to the ethical issue of transparency. When transparency is increased it is easier to build a relationship based on trust. If celebrity Twitter accounts are being run by ghost writers, then the celebrity is not being honest or employing open communication.
Katy Perry, Amanda Bynes and Ellen DeGeneres agree that it is important be to the authentic voice behind their accounts to establish genuine relationships with their fans. Other industry professionals like Joseph Nejman, a former consultant to celebrities, believe that tweeting for a celebrity is acceptable because the celebrity is essentially a brand.
Do you think celebrities should be open and honest about using ghost writers? Post your thoughts in the comment section below.
Screenshot credit: Tara Holliday
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