Kim Kardashian-A Case Study In Public Perception

 

(Image via SmartGirlConsulting.com)

Lets be honest, Kim Kardashian has never been America’s Sweetheart.  But for all her lack of apparent talent, she has become a household name and her Kardashian brand is one of the most powerful and influential in the United States and around the world.  She is reportedly worth over $35 million dollars, money she made through reality television contracts, perfume sales and a variety of other entrepreneurial ventures.

Kim started out as a stylist to the stars, and after gaining some brief publicity for appearing with Paris Hilton on the red carpet, it was her sex tape with a popular R&B singer that put Kim’s name on the map. The notorious sex tape scandal combined with her beauty, famously large derriere and outrageous lifestyle soon generated interest in the American public.  A few months later she and her large family became an instant television hit through their reality show, “Keeping Up With the Kardashians,” and the rest is history.

After her over the top wedding to NBA baller Kris Humphries in Fall of 2011, Kardashian had ridden her PR train into the sunset of her fantasy wedding.  Through viral marketing, media saturation and consistent public appearances, the Kardashian brand had been built on three very marketable sisters who were simultaneously beloved and repulsed by the American public.

However, just 72 days after tying the knot, Kim announced that she would be filing for divorce from her husband.  The media absolutely exploded.  Rumors that the wedding was an elaborate PR stunt swirled online, and the public quickly turned its back on the newly single Kim.  People said she had just gone too far, that divorce so shortly after her extravagant, $20 million wedding was an outrage.  Kim’s public image took a major hit, and many criticized her decision to continue pushing marketing for her upcoming fragrance and reality television show.

Instead of going into hiding and laying low Kim defiantly continued her notoriously busy schedule, even flying to Australia for a press tour on the day the divorce was announced.  On Hearprenuer.com they discussed how many people felt that Kim had destroyed the sanctity of marriage (if the marriage truly was scripted, as many claim it to be).  In the wake of the negative backlash Kim’s attempts to repair her image even soured among public opinion; many rejected the idea that donating her wedding gifts to charity could make up for it, and her trip to Haiti was criticized for being a publicity stunt.

Despite all of the scandals Kim and the Kardashian brand has proved to have staying power, and resonates among millions of consumers who purchase their clothing line, weight loss pills, self tanners and so on.   It is certain that Kim Kardashian has ridden the roller coaster of public perception, and only time will tell if this latest scandal is too much for the public to tolerate, even for  a Kardashian.

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