I quite like Russel Brand, as a lot of his content is very sociological and critical and the video below in which he analyses aspects of the recent ‘Royal Rebrand’ of Will and Kate is fit to appear in a sociology text book IMO!
This content is, of course, most relevant to anyone studying the sociology of the media!
The Royal Rebrand
This is Russel Brand’s take on the recent release of Will and Kate’s 10 year wedding anniversary video – in which, according to uncritical mainstream news media, they share aspects of their private lives with the public.
The short video is basically them and their two children spending some time on the beach and in the countryside, and roasting marshmellows on an open fire under and oak tree.
Brand correctly points out that this isn’t in fact Will and Kate sharing aspects of their private lives, there is nothing private about this video. It is an engineered publicity stunt in which ‘every sweater choice and every marshmellow has been carefully agonised over and deliberately selected’ in order to convey a warm and comfortable family image.
He also points out how symbolic the oak tree is – English and long live, just like the royal family.
The Royal Paradox
Brand deepens his analysis by talking of the ‘royal paradox’ – the Royal Family have to walk this bizarre line between being rarified enough to be different from the rest of us and yet similar enough to us so that we can identify them – they need both for us to carry on agreeing to pay them out of the UK tax pot, but the two kind of undermine each other.
This Video = A Royal Rebrand now the Queen’s Days are Numbered
As Brand says, The Queen simply can’t go on forever, and Charles has been ‘tainted by Diana’ (and best not mention Andrew) and so the Royal Institution has to rely on Kate on Wills, especially since Harry and Megan have defected!
Hence this video – it’s an attempt to walk that line, symbolically, between ‘relevant to us’ – it’s a quick social media life update shared widely on social media of the ‘new’ royal family being ‘just like us’, and yet different and rarified, as symbolised by the oak tree – maybe this is an attempt to cast Kate and Wills as the ‘perfect modern-traditional’ family – stable, reliable, dependable, with roots stretching back into tradition.
Will this work?
I agree with Russel that the Royal Institution has no place in a modern (or postmodern) society, the more you think about it, the more it needs to fade away, but there are so many people with a vested interest in keeping it alive into the next generation and this is part of that rebrand it seems.
So far the media are buying it, and I see no evidence of the masses suddenly developing enough intelligence to see through this nonsense, so very possibly we’re about to enter into a new era of pro-royalism, bolstered via social media as desperate and uncertain people cast about for something stable and ‘real’ to identify with in our uncertain times?!?