The Vicissitudes of Persona

The processes and effects considered so far have focused on the realm of production and its extension into consumption. What needs to be considered now is the prevenient power of casting. Despite the contemporary emphasis on plasticity, casting is driven by the venerable logic of physiognomy, which equates an individual’s appearance with his or her personality. By adding an emphasis on the granular details of appearance, casting transforms and extends the global perception of a type by, for example, deepening the emphasis on the beauty qualification in contemporary celebrity culture. Actors need not be naturally beautiful (though some are) because the application of theatre or cinematic techniques and technologies produces a heightened rendition of physical appearance and adds the glamour of cynosure. This personal monopoly is based on the standardization of the star’s performance as a personal brand or persona.