Economic Sociology of Idolization

'Economic Sociology of Idolization: Idols and Icons; Attention-Attraction as Competitiveness Advantage Factor in the New Fandom Markets’ is a comprehensive exploration of the pervasive influence of idol worship, a topic of significant relevance for mainstream economists, policymakers, and professionals in marketing and policymaking. This book examines how the deep-seated adoration for celebrities transcends mere fascination and religious dogmatism, impacting consumer behavior, market trends, and societal values on both macro and microeconomic scales. This thorough examination will leave the reader feeling informed and enlightened, and more importantly, connected to their field of study or profession.
The book employs a multidisciplinary approach that blends cultural studies, psychology, and economics, taking the reader on a journey from historical perspectives to modern implications in a globalized society. This narrative unveils the roots of celebrity culture and the powerful influence of media and celebrity endorsements on consumer choices and aspirations.
Authored by the esteemed Professor Uwem Essia, a leading expert in economic sociology with over 30 years of experience and extensive publications on the topic, this work offers a unique perspective on the intricate relationship between societal adulation and economic dynamics. Professor Essia's expertise and experience instill confidence in the reader about the book's content and credibility. The book explores how fans follow and reward attention-attracting performers, regardless of whether their real contribution is positive or negative. In this age, where fans can blindly follow “wolves in sheep's clothing,” governments and industry players are responsible for educating citizens, especially the younger ones, on responsible worship and adoration and putting compliance guidelines in place to check irresponsible or abusive idols and icons.