The Narcissism of Celebrity Branding

Impression Management and the Dark Side of Fame

Photo by Taylor Heery on Unsplash

As a complex trauma therapist originally from New York City, I’ve had the opportunity to work with public figures and individuals whose lives intersected with fame and were challenged to navigate the stark contrast between the images portrayed in media and the hidden realities of their experiences. Likewise, there were clients who were deeply affected by celebrities whose carefully curated personas masked inner struggles, ethical lapses, or interpersonal harm, leaving a trail of confusion, betrayal, and trauma.

Witnessing firsthand the dissonance between public perception and private reality has underscored for me how profoundly impression management can distort relationships, self-concept, and the ways trauma is both experienced and perpetuated.

In contemporary culture, celebrities are less individuals than carefully curated brands. Their public images are manufactured, managed, and relentlessly maintained by teams of agents, stylists, and publicists whose job is to craft a persona that sells. The machinery of fame depends on impression management (E. Goffman), the deliberate presentation of an idealized self to maintain audience approval, commercial viability, and cultural influence.