%0 Journal Article
%T The Relevance of Myth in the Personal Branding of a Hollywood Actor
%A Bieńkowska, Jolanta
%J Culture Management
%V 2022
%R 10.4467/20843976ZK.22.010.16164
%N Volume 23, Issue 2
%P 153-167
%K Hollywood, personal brand, myth, archetype, actor’s career
%@ 1896-8201
%D 2022
%U https://ejournals.eu/en/journal/zarzadzanie-w-kulturze/article/znaczenie-mitu-w-budowaniu-marki-osobistej-hollywoodzkiego-aktora
%X 
	A hundred years ago, Hollywood became the cradle of the American film industry. It soon began to dictate standards and canons, including the shaping of actors’ personal brands. Back in that time, their profession was the exclusive domain of a ‘selected’ few who were granted the status of goddesses and heroes, with the fans idolizing their cinematic and private image. With the passage of time and the concomitant social and legal changes, the brand strategy of screen celebrities has evolved. The moral revolution in the second half of the twentieth century brought the trend of displaying one’s sexuality, generating new myths of the sex bomb and the playboy. These, in turn, were refuted with an appeal to the archetype of professionalism by inscribing mastery of the craft in the core brand message and significantly reducing non-professional content.

	The purpose of the article is to present the evolutionary direction of a Hollywood actor’s mythbased personal brand strategy. By demonstrating the process of altering the strategies of image creation, the paper draws conclusions regarding the identity change of Hollywood actors. It shows their path of gradually freeing themselves from the constraints imposed by their idealization and simultaneously emphasizing the work put into improving their vocational skills, which allows them to strengthen their professional position. 

	The research carried out in the article is based on secondary sources (books, articles, films, thematic websites) dealing with the subject of American cinema and covering the biographies of Hollywood actors.