“Somehow, Iger Returned”: Brand Fandom, Cultural Intermediaries, and the Contested Authorship of Disney’s Celebrity CEOs

This paper examines the concept of celebrity in crisis through the figure of the celebrity CEO. Focusing on the example of two recent CEOs of the Walt Disney Company, Bob Chapek and Bob Iger, the paper extends analysis of their discursive construction to include the contributions of brand fans as a specific form of ‘cultural intermediary’. The paper argues that fan reactions to both Iger and Chapek highlight specific moments of crisis in the brand/fan relationship and that these often map onto fan perceptions of adherence to the appropriate Disney ‘brand story’. Reactions often contrast Chapek’s overt focus on profit and corporate synergy, lack of understanding and respect for the Parks’ history, and derision towards their guests, with Iger’s construction as more sympathetic to the parks’ legacy, respectful of fan viewpoints and as a reliable steward of the Disney company. Secondly, the paper examines the challenges to their legitimacy as celebrity CEOs, primarily via Disney’s political conflicts with Florida Governor Ron DeSantis. It, thus, argues that celebrity CEOs’ positions can offer insight into moments of celebrity and crisis since they are contingent and mutable, and subject to the reactions of cultural intermediaries, including ‘anti-fans’.