Falling Short

Whenever we mention the word 'local celebrities' in general conversation, a snigger always seems to follow. Why? Because most South Africans don't seem to view local celebrities as 'the real deal'.

International celebrities are rich, donate money to important causes, adopt children from all over the world, are spokespersons for famous brands, wear expensive designer clothes and have the paparazzi industry devoted to their day to day antics, explains celebrity studies expert and lecturer at the University of Cape Town, Oscar Masinyana. 'On the other hand, most South African celebrities don't have that much money; they are struggling like the rest of us.' Often, says Masinyana, their limelight fades quickly and that's not attractive.

When they do become spokespersons for local brands, says Masinyana, it's usually brands most people don't want to be associated with, or at least brands people don't associate with luxurious or highly-sophisticated living. And most of the time he adds, they are wearing exactly the same clothes we are wearing. 'It leaves little for the ordinary person to aspire to.'

Reality TV star, DJ and hip-hop artist Proverb certainly doesn't think of himself as famous. 'For one to be considered a celebrity, you have to be celebrated worldwide. Appearing occasionally on local media hardly constitutes one to be called a celebrity.' While he says he's often considered to be famous, he prefers to think of himself as just a regular person who happens to be in entertainment, free from any superior status.

Socialite Khanyi Mbau, 23, thinks this is the problem, and doesn't believe South African stars promote their images correctly. 'If celebrities don't take themselves seriously, how can we expect the fans to respect us?' She says our local stars dress down on a day-to-day basis and only make themselves 'beautiful' when they know they're going to be on camera. 'We don't practice celebrity culture. You can't blame the onlooker for thinking local celebrities are a bit of a joke.'

Greg Carlin, lead singer of alternative rock favourites Zebra & Giraffe, agrees. 'Celebrity culture is very different down here. South Africans just aren't impressed by local stars.' If you recognise a famous local on the street, you probably wouldn't go up to them to ask for an autograph, much less a photograph, says Carlin. 'You're more likely to ignore them.'

Masinyana believes South African celebrities are too clean, conservative and uncontroversial. 'There isn't nearly enough dirt on them and they are intent on keeping squeaky clean images.'

For him, and for most gossip column readers, the famous are meant to be frolicking around with their equally famous counterparts and keeping the public guessing about who is now with who. 'We want heartache, breakdowns, drug problems, prison spells and fashion boo boos.' South African celebrity drama is just not juicy enough, and even if it were, there isn't much in the way of paparazzi in this country, he adds.

'There aren't any cool hangouts where only celebrities go or gossip magazines that compare to those in the US,' says Carlin. You're not going to find people clawing to get into a club if it's anyone less than Robert Pattinson inside.

International stars feature in our much-loved movies or sing our favourite songs; and for that, they're inherently cooler than our local VIPs. Sad, but true.

Author: Lindi Brownell