Recent theoretical arguments about the inter-locking of identity and consumption pose a challenge to individuality. We explore this initially through literatures relating to the paradox that arises from the role of the (fashion) code and the use of social groupings in the production of the self through consumption practices. Then we explore individuality through narrative data collected by multiple methods in two studies. Detailed analysis of consumption accounts shows the marking of one’s individuality to be an important, if often precarious, accomplishment. Rhetorical devices we associate with this accomplishment include the rejection of the dictates of mass fashion and branding, the development of a personal choice rationale and the definition of the self as somehow different from a mass other. We argue that the consumer paradox exists but is more or less successfully resolved through such devices. In resolution of the paradox we suggest that while the consumer collective is semiotically represented, representations of individuality are adequately and locally narrated.

In this article, we define the notion of ‘celebrity news’, emphasizing the fact that the portrayal of film stars embodies the imitable and the inimitable and, consequently, points towards values. In that context, we discuss the results of a thematic content analysis of a wide corpus of the daily and weekly European, French-speaking printed media to reveal which values are highlighted in celebrity news; we also compare these results with the contemporary values which emerge from recent European and global surveys of values. We then compare the various types of printed media. Finally, we focus on a specific aspect emerging from the main content analysis: the ‘meltdown’ or ‘fall from grace’, which records the decline of a star figure. Such narratives are good examples of syncretism in values, in which very contradictory attributes in celebrities are made to coexist, yet in which the subversive aspect of such a confrontation is passed over. We conclude by showing that the widespread negotiation of different values perceptible in reporting on celebrity figures is a sign of an era of change and re-evaluation, and therefore deserving of study.