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The Globe and Mail uses a strategy of celebrity op-eds at every opportunity. There is a sense that if Preston Manning discusses how the Conservative Party of Canada can best become the most environmentally-friendly of the major parties, it carries more weight with readers than if the editorial staff of the Globe were to come to a similar conclusion.
The use of famous people to promote opinions in the op-ed section of newspapers is not particularly new. Throughout modern newspaper history (from the late 19th century onwards), newspapers have employed the use of known names to get a point across. In particular [link widoczny dla zalogowanych], certain politicians or writers would often be asked to do a piece on a subject which they were knowledgeable about.
We also see the guest op-ed format being used in regards to topics such as the arts, sport, and fashion. This reliance on people considered to be famous mirrors what is going on in the world of television. Former sports stars, such as Charles Barkley and Cassie Campbell, now commentate on their respective sports on a regular basis.
This practice [link widoczny dla zalogowanych], however, is far more common in the current structure of the newspaper business [link widoczny dla zalogowanych], due to the emphasis on maximizing sales.
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The latest movement towards celebrity guest op-ed authors is indicative of a culture of star-worship: we hold those in the public eye up to such high standards that we convince ourselves that the opinions of these people matter more than those of journalists or other so-called regular people.
For newspapers, opinion-editorials have become an increasingly easy way to attract readers due to the penchant of the public for the opinions of the famous. Celebrities, or even pseudo-celebrities, bring a star power to the newspaper they choose to write a piece for, and they get a chance to get their opinion across to an interested public.