‘Shree Ramacharitmanas’ and Celebrification Process based on Quasimodo Effect: Introducing a Model of ‘Segmentule Advertising’ to Create Future Celebrities for Political Campaigning

P. N. Jha

doi:10.21844/16202013204

P. N. Jha Director, School of Management Sciences, Varanasi, India

DOI: https://doi.org/10.21844/16202013204

Keywords: Shree Ramacharitmanas; Celebrification; Quasimodo Effect; Segmentule Advertising; Future Celebrities; Cultural Intermediaries; Political Campaigning ; Segmentule.

Abstract

Shree Ramacharitmanas intends to maximize the opportunities of becoming a celebrity-figure for more people, and thus implying to multiply the process of formation of celebrities (Celebrification). Several authors suggest their individual philosophies on celebrificationprocess. However, moving beyond the repertoire, the present paper, drawn from the design of an unpublished work in 1995 itself by this author, proposes a Model of Segmentule Advertising Communication by incorporating the tenet of Quasimodo Effect for providing an alternative process of celebrification in view of not only gratifying the innate desires of more number of people to subsequently become a celebrity-figure, but equally augmenting the publicity-arsenal for Political Advertising.