02-Introduction

Whether it be the world of pop music, films and TV, sport,
business, publishing, or whatever, we are living in an age of the
big and successful (especially in terms of money), an age where
the big and successful (especially in terms of money) is best.
Coupled with all that, these are the days of the cult of „the
personality‟, „the self‟, „the name‟, „the image‟, „the superstar‟.
Millions hang on what „the celebrity‟ is prepared to say about
anything and everything; they treat the words of „the star‟ or
„the name‟ as little short of oracular.