Do you receive medical advice from your very smart mail carrier? Or dental advice from a sociologist? Do you look to your garbage collector to help you with career plans? No? Why not? Most of us recognize that people have differing areas of expertise and believe that particularly with regard to important issues such as our health, career, and finance we should seek the best advice and direction—from professionals in these areas.
Yet we often look to celebrities to be arbiters of good taste and expertise on everything including politics, fashion, music, and morality. For example, well after her heyday as a sitcom star, Susan Somers has found fame and fortune as fitness guru (she hawked the Thighmaster) and more recently as an “expert” on hormones, offering advice that many health officials hotly dispute. Legions of celebrities endorse politicians ; in 2008 we saw Oprah Winfrey and Robert DeNiro for Candidate Obama, and Elisabeth Hasselbeck and Clint Eastwood for Candidate McCain among many others. It is the man many consider to be the worlds’ greatest golfer—Tiger Woods—that brings this home though.
According to his website, Woods has won 93 golf tournaments including the 1997, 2001, 2002, and 2005 Masters Tournaments; 1999, 2000, 2006, and 2007 PGA Championships; 2000, 2002, and 2008 U.S. Open Championships, and 2000, 2005 and 2006 Open Championships. Along the way, Woods has amassed several historical firsts. Among them: first major championship winner who is of Asian or African race/ethnicity, the youngest Masters champ, widest victories of margin in the U.S. Open and Masters championships; the first person to hold all four professional major championships simultaneously in 2001.
Woods earned record winnings from the various tournaments and even larger sums as a spokesman for Nike, Tag Heuer, Cadillac, Gatorade, American Express, Gillette, AT&T and other products; the 34-year-old golfer is considered a billionaire from his earnings on and off the greens.
The golfer’s appeal has increased viewership of the sport on television and in person. His announcement of an “indefinite break” from the sport is considered “crippling” to ratings of the sport on the networks. Lest you think—as I did—that this is hysteria, consider that without Woods, television viewership of the Chevron World Challenge was down 54% this year, compared to last year. As a good sociologist, you know that this information does not tell us anything about causation, that is, the cause of the decrease in viewership. However, a study by Nielsen ratings giant confirms that without Tiger Woods, television viewership was almost cut in half last year. So, apparently Tiger Woods = golf!
Still, that’s golf! Not medicine, or technology or finance or even sociology. With word (more like a steady stream of words) about Woods’ extra-marital affairs we’ve had an onslaught of media attention with people expressing surprise. But what do we really know about Woods or any other celebrity?
In this case, we as the public “know” Woods as a golfer. This gives us no idea of who he is as a man. Or as husband. Or father or friend. Through interviews, we may come to know a celebrity somewhat. Or we may come to know what that person wants us to know or think of them based on a carefully crafted image. The golfer with the yacht aptly named Privacy, has granted few interviews despite his fame. Therefore, the public has had little access—real or apparent—to who he is as a person. I guess that means we could project whatever ideas we have about him because he said or did nothing to contradict our ideas of who he is.
Woods was frequently referred to as a “disciplined golfer” and apparently many people thought that this meant that he was disciplined in every aspect of his life. Again, he’s a golfer. Why do we think we know anything about his capacity to be disciplined anywhere but in the sports arena?
Who do we look to regarding ethics and morality? Where do we get our teachings about right and wrong? Where should we get such training? From our parents? Schools? Religion? Religious leaders? Celebrities/sports figures? Which of these answers seem most out of place in the line-up?
Why all the surprise at Woods’ acknowledged infidelity? I have no insider knowledge about Woods, but that’s just the point. Neither do many people who are/were surprised by this story. Perhaps one way to help explain this is found in this post about celebrities by Karen Sternheimer:
Everyone else knows who they are, but we might not really like them. In fact, we may enjoy finding out that they aren’t that perfect after all. In a large, heterogeneous society as our own, we tend to have fewer and fewer social networks in common with others–except for celebrities.
German sociologist Ferdinand Tönnies had a name for this condition: Gesellschaft. Celebrities can become a form of social glue that helps us bond by our admiration and (frequently) condemnation of high-profile people and reaffirm a sense of shared morality.
Perhaps we are less surprised than outraged. The story of Tiger Woods’ extramarital affairs is a colossal one around which we as observers can bond in our moral indignation. What sociological reasons do you think explains the public’s fascination with this story?






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Wilson, and the suggestion that Helmsley would be assuming leadership instead of Anheuser. 











