“We have swallowed our microphones and headsets.” – Jean Baudrillard
Pilot
Susan Sontag famously wrote that photography “turns people into objects that can be symbolically possessed.” On the capricious construction of Princess Diana’s simulacrum – her life captured and reconstituted in tabloid photography and reportage – Jill R. Chancey takes this idea and asserts that “like nearly all mass media consumers, I can only know [her] through the media’s representation of her life in pictures.” Diana was introduced into the public eye “blushing and blinking into this lens and that lens,” an icon baptised by a wave of clicks and flashes, immediately recognisable and never to be unwatched again. Much the same can be said for Jade Goody, who waded through hordes of television fans, ascended a metal staircase, gave the crowds one final wave and fatefully entered the Big Brother house. The spectacle of the entrance – all cheers, shutters and flashes – was replaced with the quiet of a house rigged with cameras: she too was to never be unwatched again. So, we can only know Jade in the way Chancey describes – and like with Diana, we, the carnivorous public, came to objectify and “symbolically possess” Jade through these representations.
Susan Sontag famously wrote that photography “turns people into objects that can be symbolically possessed.” On the capricious construction of Princess Diana’s simulacrum – her life captured and reconstituted in tabloid photography and reportage – Jill R. Chancey takes this idea and asserts that “like nearly all mass media consumers, I can only know [her] through the media’s representation of her life in pictures.” Diana was introduced into the public eye “blushing and blinking into this lens and that lens,” an icon baptised by a wave of clicks and flashes, immediately recognisable and never to be unwatched again. Much the same can be said for Jade Goody, who waded through hordes of television fans, ascended a metal staircase, gave the crowds one final wave and fatefully entered the Big Brother house. The spectacle of the entrance – all cheers, shutters and flashes – was replaced with the quiet of a house rigged with cameras: she too was to never be unwatched again. So, we can only know Jade in the way Chancey describes – and like with Diana, we, the carnivorous public, came to objectify and “symbolically possess” Jade through these representations.
A key distinction between these two figures, though, comes at the point in which they entered the mediascape. Where Diana was introduced to the consuming public in an elevated position, born into nobility and always-already royal (if rejected by some in the Royal Family itself), Jade was different in so far as she was precisely nobody. Jade was but a humble dental nurse upon entering the Big Brother house in 2002. She left the show, however, a “professional not-known-for-anything-of-note Celebrity figure,” in the words of the show’s own website. Umberto Eco once wrote that “television's ideal is the absolutely average person.” This is, at least ostensibly, true of reality television in particular. On reality television, “very little happens that would not take place outside the context of the indifference of our own lives.” We see the apparent foregrounding of the average: the promise of recognition, adoration and legacy, the repeated reassurance that average people are important. But the capitalised “Celebrity” on the Big Brother website is a knowing wink. It tells us: average people are only actually important once they become a spectacle.
As is now well-known, Jade provided spectacle in abundance, aided in no small way by a manipulative media and pantomime public. It became clear that Jade’s “absolutely average” character – her boisterousness, unexceptional looks, naïve malapropisms – were ripe for demonisation: criticisms of Jade soon became coded attacks on the British working-class, or “ugly, thick white Britain” as the ever-honourable Guardian put it at the time. So, Jade Goody became “Jade,” an icon – the inverse Diana – constructed through image, possession and consumption. A second stint in the Big Brother house, this time as the “Celebrity” her first appearance had elevated her to, saw Jade embroiled in a racial bullying scandal. Caught in the spectacle of self, Jade manifested the character she had been assigned. With a supporting cast of goading bullies, “chav” Jade picked off Shilpa Shetty, articulate and beautiful symbol of cultural globalisation, and subjected the Bollywood actress to racialised insults. “She totally delivered on what we thought she would,” gloated one of the show’s producers.
Cancellation
It is with great disappointment to remember that cancer and cancel do not share an etymological root. While Jade lived and died before the era of so-called “cancellation,” there is something to be said about her death closing a moment in the history of celebrity (or “Celebrity”). The parallel deaths of Jade and the vehicle that helped launch her celebrity is telling: Jade passed away in 2009; Big Brother was cancelled in 2010 (albeit to return on a different channel the following year with significantly worse ratings). Even further, Jade was featured on the front cover of the last ever edition of tabloid paper News Of The World, which died its own timely death in 2011.
Like any soap opera, Jade’s ratings had fluctuated wildly with her dramatic arc of villainy, redemption and tragedy. Ultimately, her show was cut short, like that actual programme that had spawned her spin-off. Jade’s ratings were as fickle as Diana’s, who was at any given moment (and often at once) a “whore,” “homewrecker,” “saint” and “People’s Princess.” But if the death of Diana created a national inquiry into the abusive and intrusive role of the media (and specifically paparazzi), Jade – by the time of her death – had done away with the paparazzi and created a spectacle of her own. Jade simply knew that the spectacle that her life had become needed an aptly public conclusion. So her death, like her life, became entertainment.
It is perhaps poetic that news of her cancer diagnosis came while Jade was a contestant on Bigg Boss – India’s version of Big Brother – as an act of repentance for her earlier words. Her tour of reparation had taken her to Shetty’s homeland. The public was largely forgiving, but her body provided a punishment of its own. It was there, in India, that her final chapter began.
Programmes aired both prior to and after her death documented her last months. Her wedding was a “private” ceremony, televised on the documentary Jade’s Wedding and published on the cover of OK!. Her funeral was attended in person by hundreds and broadcast on television to millions more. Like all good television series, she was even honoured with clip shows: Jade: With Love and Jade: As Seen on TV were both broadcast in the months following her passing.
Re-runs
Because her life was cut short, ending soon before the turn of the decade, Jade remains frozen in time. Her death signalled the end of an era and preceded the rise of the populisms, fascisms and nationalisms that came to define the 2010s. It was in the decade after her death that Twitter became embedded in the cultural psyche; Donald Trump broke the minds of the ‘sensible’ and revealed the farcical state of liberal democracy; the end of the decade became memorialised with the designation of Covid-19, the virus that drew the world to a halt for two years. Most importantly, this decade was that which saw the total ascendancy of Big Data.
Perhaps expectedly, the period post-9/11 and pre-Global Financial Crisis (or pre- the long-term effects of the GFC), of which Jade became mnemonic, is now the subject of great nostalgia. The jolting, jarring entry into the twenty-first century was followed by a period of bemused postmodern enjoyment. It seemed that a world in which the Twin Towers (the symbols of “financial power and global economic liberalism”) could collapse “as if by implosion… committing suicide” could not hold any real meaning whatsoever.
“Indie Sleaze,” the retrospective tag for the party-oriented Hipsterism of the mid-00s, described as a period of “unbridled hedonism” – “all flash photography, live music and a ‘love for outdated technology’” – is one subject of yearning within this present nostalgia-scape. If “Indie Sleaze” was overbearingly middle-class – coloured by socialites and art school graduates; presenting itself as a cultural face for the “gentrification” of Shoreditch, Brooklyn, and so on – another trend has come to represent the nostalgic fawning for the working- and lower-middle class culture of the time. Exemplified by the Instagram page @loveofhuns, “hun” culture is all reality television, c-list celebrity and “salt-of-the-earth women.” While “Indie Sleaze” was clearly more aspirational (its “sleaze” oozing a bourgeois character), “hun” culture capitalises on the relatability that the “absolutely average” television contestant might present.
But there is something sinister at play here. “Huns” are typically – although not always – women, working- or lower-middle class, and famous for being “absolutely average.” Moreover, “huns are mothers but also need to be mothered,” as one article on the trend suggests. But this concern, this desire to “mother,” comes only from the “tragedy and dramatic arcs of these celebs and their lives.” A cycle becomes apparent. We participate in this arc, we goad the celebrity and consume their tragedies, only to find the consequent vulnerability relatable. This pattern is continual: Sophie Gradon, Caroline Flack, Nikki Grahame. There is a clear absence of reflexivity in the consumer: it is she who devours and ridicules the “hun” who then nominates herself to “mother” the “hun.”
For all their differences, what “Indie Sleaze” and “hun” culture both represented (and what their revivals signify) is a pure aestheticisation: a hodgepodge of signifiers and attempts at making sense of something, anything, in a traumatised and ever-more digital world. No wonder flocks of “absolutely average” people applied to be watched by cameras, by the public, by Big Brother. That opportunity to subject oneself to a sort of auto-voyeurism, to a public humiliation, could surely be no less humiliating than the suicide of the West itself!
Omnibus
That Jade came to prominence on Big Brother, a show that borrowed from 1984 with its constant surveillance of contestants and the presence of an all-seeing, panoptical Big [Br]Other is of course interesting. What is of more significance, though, is that after the programme had ended Jade extended this surveillance: she internalised its logic and remained the ever-watched subject. Referring to 1984’s panoptica to describe today’s “digital control society,” Byung-Chul Han writes that our present “Digital Big Brother outsources operations to inmates.” Is this not the case for Jade after her baptism on the television show of the same name?
The issue of agency is thus pertinent: was Jade controlled or in control; manipulated or manipulative? Like Jade, Diana also cannot not be cast as mere victim. It would be “offensive to present the canny, resourceful Diana as a woman of no agency, as either a foolish, duped child or the hapless casualty of malevolent muckrakers.” A key difference between Diana and Jade, though, is that Diana’s media construction marked the zenith of “old media,” the absolute supremacy of tabloids and the now-defunct (or internalised) paparazzi; Jade’s arrived in that awkward transitional period in which television remained king but a quietly exciting digital media – a social media – was bubbling. Her celebrity preceded and foresaw the era of the influencer, the vlogger, the e-celeb. People had digital cameras, but not on their phones. Some used Twitter, but it was far from the congenital digital-appendage it is now. As the artist Maria Vorobjova writes, “the early internet harnessed the boundless possibilities offered by cyberspace, providing a liberating and autonomous dreamworld beyond the confines of capitalist structures.” This was perhaps true – a promise of utopian or exterior spaces can be read on forums, websites and games of the early internet. But the evolution of the internet also seemingly “correspond[ed] with shrinking possibilities, and now we're all constantly online on the same five websites.” Not just that, but these same five websites harvest us for our every detail and desire. Agency is not so clearly placed; are we not all both controlled and in control, manipulated and manipulative online?
Surely, the example of Jade Goody makes visible the subsumption of the individual into the mechanisms of the “digital control society” prior to the absolute ubiquity (or embeddedness) of smartphones and social media, and the ascension of Big Data. To be clear: we are nostalgic for the Age of Jade because her moment of Celebrity, her possession-by-public, the spectacle of her life-and-death-on-screen, preceded the period in which we are all watched all the time. One writer notes that “Big Brother insisted it was ‘always watching’, however, social media has a far better claim to that slogan.” We don’t need to worry about the paparazzi now because we are the paparazzi. “We have swallowed our microphones and headsets. We have interiorised our own prosthetic image and become the professional showmen of our own lives. Compared with this, reality shows are only side-effects.” As such, after all the damage and drama, there seems to be even an innocence to the televisual spectacle. Who watches television anymore? Who even owns a television?
Jade Goody is dead, long live Jade Goody!