The Kardashians: A Capitalist Empire to Remember

Amelia Melvin

The Kardashians are perhaps the most divisive figures in popular culture right now. Boy, do we hate to love, and love to hate them. 

Their family name has amassed such significant cultural capital since their reality show first premiered in 2007, I’d go far as to say it has become synonymous with the idea of 21^st Century fame itself.

Sociologist Ellis Cashmore believes we “follow the Kardashians and other celebrities like hungry animals”. Yet, despite their “few tangible achievements”, he reasons that our motivations for idolising them are difficult to pinpoint.

Cashmore is certainly not alone in his thinking. We’ve all heard the line of criticism that the family are talentless reality stars, who are merely figureheads for the shallow materialism that pervades society. Indeed, in many ways their fame is built on little more than overindulgent self-images, and an almost obsessive dedication to increasing their net worth.

The Undeniable Success of the Kardashians

Although, it’s worth asking: why are we so ready to criticise this approach? These very factors, though morally disliked by many, are to thank for their well-established empire. In a world driven by capitalism and self-selling, the Kardashians have played the game and risen to the top. Shallowness aside, their business savvy is surely commendable.

“I doubt there are many other families that can claim such high recognition from Forbes!”

Since 2006, they have accumulated more than twenty-six commercial enterprises. Both the oldest and youngest, Kim and Kylie, made it onto Forbes’ 2023 list of America’s Self-Made Women. Their mother, Kris, was even included in the 50 over 50 list in 2022. That’s three out of eight family members making it onto one of the most prestigious business directories in our Western society. I doubt there are many other families that can claim such high recognition from Forbes! If we consider that SKIMS was recently valued at a whopping $4 billion, then we must admit that the Kardashian sisters are closer to economic powerhouses than insipid celebrities.

As much as we might like to think success isn’t all about money, our society revolves around it. On a smaller scale, if someone has a successful career or becomes financially stable, most would give them praise. So when an entire family climbs to the top of the capitalist ladder, would applauding their achievements be so left-field?

A Capitalist Case-Study

“the Kardashians might not be talented singers or actors, but they must have a tangible essence which attracts the masses”

It’s not only the Kardashians’ bank balances that are bursting at the seams. As of July this year, the siblings boast a combined Instagram follower count of 1.5 billion. That’s more than the current population of China. Granted, the Kardashians might not be talented singers or actors, but they must have a tangible essence which attracts the masses. And what’s more, a high follower count means the sisters can expect to earn more than $250,000 for each post. “Hungry animals” their followers may be, but the hungrier they are, the richer the Kardashians will become.

The recent rise of neoliberal ideology upholds the central idea that wealth and fame are pursued out of self-interest. The Kardashians have internalised a neoliberal logic, to the extent that they view themselves in these exclusive terms.

Kris Jenner views her children as figurative dollar signs. She curates personal brands and encourages the girls to develop a passion for a given product. For those of you who saw the latest series on Hulu, you may have noticed Kendall’s infamous struggle to cut a cucumber. Her moment of embarrassment became a viral meme and landed both Kris and herself a multi-million dollar deal with Uber Eats for their latest commercial.

With each move reframed as an opportunity for monetization, Kris allows their brand to constantly evolve. In turn, she sustains their otherwise short-term acclaim long enough for the next deal to be secured.

The commodification of these private moments is a product of the capitalist framework that promotes the continued pursuit of maximum profit. With each business venture, the Kardashian-Jenner clan comes closer to becoming an emblem of quintessential, capitalist individualism.

Looking to the Future

Years from now, when experts come to study our current economic climate, the Kardashians will be held up against famous entrepreneurs or monetary policymakers. Their monumental fame is truly representative of our Western socio-economic condition.

“Before you criticise Kardashian money-making motives, first remember our individual tendencies to reward self-selling and narcissism.”

And for all those who call them talentless, you are unknowingly epitomising the crux of our societal framework: one that strays from meritocracy and instead values consumerism.

Before you criticise Kardashian money-making motives, first remember our individual tendencies to reward self-selling and narcissism. You may hate what the Kardashians have come to represent, sure. But it’s difficult to criticise a projection of Western culture without acknowledgement that the Kardashians are a symptom and not a cause.

As Karl Marx wrote, “[T]he ideas of those who lack the means of production are subject to it”. In other words, this dominant outlook is reinforced by those who lead and becomes inescapable for those at the bottom. Despite the negative press, fans still buy into the family’s brand and bolster them to unimaginable heights.

The well-worn idiom, don’t hate the players, hate the game, perfectly summarises their success. Rather than disregarding the Kardashians as another money-hungry household, we should instead study their rise to fame as an enlightening tale of 21^st Century aspiration.

ameliarmelvin

Recent English Literature graduate, and incoming Journalism student at City University. Interested in news, current affairs and new + diverse opinions.