What are we to make of this latest flap over a teen icon revealing herself as a potentially sexual being?
I was only dimly aware of Hannah Montana till the Vanity Fair scandal (if scandal is the word). Now it seems I can’t get away from her, which is, of course, the goal of marketing—to make something inescapable for the general public. There are elements of the incident that require less froth and more examination. The accusations of “whose idea was it in the first place and how was Mylie Cyrus manipulated?” are loud and in many ways naive.
First off, Hannah Montana is a Disney product. I don’t think we’re yet quite comfortable with the idea of a person—even a fictional one—being a “product” like a box of soap or a car, but this is indeed what the character is. Designed, engineered, and road tested, Hannah Montana is a money-making machine for Disney and the various participants in the show and franchise.
Pause for a moment and consider: Disney.
It is difficult to imagine a marketing machine that is better at what it does. Which means the chances of something being done with one of its properties that it (a) doesn’t know about and (b) doesn’t approve are next to zero. Especially when you add to that:
Vanity Fair.
Big magazine, famous magazine, a magazine people in show business lust to get into. In the vernacular, Lot A Bank there.
So we’re talking about two major corporate entities, huge public presence, who are involved—without a doubt contractually—in a presentation of a property. Again, the oddness of talking about a person as property is unsettling, but this is a show business idiom quite common. Agencies discuss “properties” all the time and they’re talking about musicians, actors, artists.
Throw into the mix Annie Liebowitz, who is arguably iconic herself. From the early days at Rolling Stone up through the present, Annie is a public figure. Meaning that, especially “in the business”, everyone knows what she does. She would also have been involved in the arrangements between Disney and Vanity Fair.
So far so good. Everyone knew what was going on.
Now, the photoshoot was crowded. Lots of people there. Including Mylie Cyrus’s parents. Not sure who mom is, but dad—Billie Ray—is an entertainment industry insider. He’s been around a long time. He has survived quite well. He knows the ropes. He is not a “stage dad” in the sense of not knowing what’s going on.
I’ve laid this out at some length to show how utterly unlikely it is that the photographs of 15-year-old Mylie in a pose more appropriate to a 20-something were an accident. That no one knew what was happening. It’s not like this was done in a basement studio, digitally, and the shots immediately posted to the web. Disney would have had to clear the shots. I cannot imagine it wasn’t in the contract that someone at Disney would get to look at them and say, one way or the other, whether they could be published. Of the two, Disney is by far the bigger gorilla—Vanity Fair was not likely to hold them over a barrel.
So what then is the Big Deal? And, if this is so inappropriate, why was it allowed?
Control over a teen-age superstar is doable. Look at Leann Rimes. Her burgeoning sexuality, while certain present and eminently marketable, was not “unleashed” till she was over 18. Her parents kept a handle on it. We can doubtless find other examples. Reese Witherspoon. Jody Foster. Helen Hunt. Even earlier, Annette Funicello.
(Though Annette is a curiosity—she never really stopped being a Mousketeer. Her emergent sexuality—blatant and impossible to get around—somehow failed to take her into “adult” consideration. Management may have been too tight and she remained—popularly—the girl on the beach who never went past the first kiss. This happens—actresses who have the audacity to “grow up” and find themselves trapped in an adolescent image. Sally Fields is a case in point. She went from Gidget to The Flying Nun, completely bypassing a mature sexual phase, and nearly remained stuck with it. She made a minor film—I forget the title—in which she appeared nude. In an interview, she admitted that the decision to do so was calculated to shatter the Gidget/Flying Nun image so she could then be taken seriously as an adult actress. The tactic might be questionable to some, but the result was a critically-successful career.)
Managing the property is the whole game here. And Hollywood (and Nashville, etc) have a problem with starlets like Mylie. Once they establish them as an icon for preteens to teens—what is called “tweens”—what do you do when they grow up and start acting like women?
Age here isn’t the issue. Let’s face it, sexuality strikes in the teen years, some sooner than others, and the limelight of a successful career seems somehow to advance the timetable. We are all-too-familiar with the meltdowns in instances where the transition is, well, bungled—Lindsey Lohan and Britney Speers are the poster girls of crash and burn. (more…)