If you have not heard, Kim Kardashian and Kanye West were on the cover of Vogue. For all those who disapprove of Anna Wintour’s decision, take a step back to realize you are a mouse falling right into a 14-karat gold, gourmet cheese trap that Wintour meticulously designed. There was no question that this cover would be met with major backlash. Kim is a constant target in the media for her existence alone, and Kanye continues to question his existence to Earth. Our existence is built around consuming all that Kim and Kanye are. We yearn for facts about them even though we hate them. Society is not confined to just ‘hatewatching’ certain TV shows and movies (which is analogous to how we binge watch shows as well), but to how we observe celebrities. Kim and Kanye are at the zenith of ‘hatewatching’.
A recent New Yorker article discussed how Matthew McConaughey has finally found his footing as a reputable actor, calling this his ‘McConaissance’. Rachel Syme discusses McConaughey’s career trajectory, and how he is in the pinnacle of success and recognition. What makes Kimye and McConaughey homogenous is the way in which they publicize themselves. McConaughey has worked to undermine his ‘Romantic Comedy’ image to become an elite dramatist. He is looked at for his body in a completely different way (due to the drastic nature he went about looking the part in Dallas Buyers Club). He is still considered sexy, just not sexualized.
Kim and Kanye have also perfectly maneuvered themselves to become publicity gold. While their approach is opposite of McConaughey’s, their use of sexuality and excess glamour makes them a marketable dream. Every outlandish act Kim and Kanye pull is set to cause a stir in the tabloids. For better or worse, we are talking about them.
In an attempt to be current in the media, Anna Wintour has capitalized on Kimye. By using the hashtag #theworldsmosttalkedaboutcouple, Vogue is asking for subscribers to become involved. Though the magazine is known for its dedication to high fashion, this break into mainstream media shows the importance of not becoming a cliche. Both McConaughey and Vogue are known for being typecast; McConaughey for his buffness and Vogue for its high art content. By subverting their images, both are now constantly in the media. The controversy with having Kim and Kanye on the cover of Vogue will follow the magazine for issues to come, because people will be wondering what Vogue’s next move will be. Will the magazine continue on the trail of pop culture? Will Annie Liebowitz use filters on Instagram to edit her photos? Regardless, McConaughey, Vogue, and Kimye are all cultural icons now that we will continue to exasperate over until there is something else to #hatewatch.•
