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As a result of this role, Zendaya began her independent career on Disney Channel's 2010 show 'Shake It Up', (Thompson, 2010-2013) starring as character 'Rocky Blue', co-starring Bella Thorne's 'CeCe Jones'. Her star image begins to develop due to the popularity on the show.

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Raquel “Rocky” Oprah Blue[1] is one of the main characters and one of the main protagonists on Shake It Up, where she dances on the local teen dance show Shake It Up, Chicago!. She is the daughter of Marcie Blue and Curtis Blue and the younger sister of Ty Blue, and she lives in Apartment 4B with her family in the suite above the Jones family. Her father is a doctor who later returned in the second season after being away on business trips and working overseas. She attends John Hughes High…

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'Shake It Up's' series premiere earned Disney 6.2 million viewers, the highest rated premiere in their 27 year history, until the show's demise in 2013. It earned Zendaya a nomination for 'Outstanding Young Ensemble in a TV Series' in both 2011 and 2012, as well as a nomination for 'Best Performance in a TV Series- Leading Young Actress', and a nomination for 'Outstanding Performance in a Youth/Children's TV Program.' The show kick-started Zendaya's star image as an actor and performer, and got her name certified within the Disney Channel industry.

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Shake It Up is an American dance sitcom airing on Disney Channel in the United States. The series premiered on November 7, 2010 and ended on November 10, 2013. Created by Chris Thompson and starring Bella Thorne and Zendaya, the show follows the adventures of CeCe Jones (Thorne) and Rocky Blue (Zendaya) as they star as background dancers on a local show, Shake It Up Chicago. It also chronicles their misadventures on- and off-set, and their troubles and rising social status at school. Davis…

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Zendaya initiated her star image young, joining a hip hop dance troupe 'Future Shock Oakland' at age 8, staying a member for 3 years, before exploring local roles in Shakespeare plays in Oakland, backup dancing on multiple Kidz Bop music videos, before being scouted by an LA talent manager at aged 13, eventually moving to Los Angeles, earning her the role of 'Rocky Blue' a few months later.

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Culture

The Emmy-winning star overcame her shyness with help from the performing arts - now she's the toast of Hollywood

That former Disney star is now making the big leap with her most recent release, the sexy tennis drama Challengers, directed by Luca Guadagnino (Call Me By Your Name, Susperia) and produced by Zendaya herself.

A shy Oakland girl descendant from Black Panthers

"She would sit in the circle with the other kids and be totally silent," her mum recalled in an interview with Vogue. Zendaya was even forced to repeat kindergarten due to her shyness. She has five half siblings, but is the only child of her parents, Claire Stoermer and Kazembe Ajamu Coleman.

The birth of a Disney star - and a red carpet icon

A teenage producer endures *that* Oscar's hair comment

Becoming MJ and falling for Tom Holland

From tween icon to portraying a teen drug addict

Graduating fictional high school to become a leading lady

Challengers is in cinemas now

Most Read

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Zendaya: How a painfully shy child became the leading lady of a generation

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The Emmy-winning star overcame her shyness with help from the performing arts - now she's the toast of Hollywood

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Moreover, Zendaya debuted in film with her co-starring role alongside 'Shake It Up' duo Bella Thorne within Disney's 2012 film 'Frenemies', (Mayer, 2012) earning her a Young Artist Award nomination in 2013 for 'Best Performance in a Movie- Leading

Young Actress.' Following this, she was cast as leading role of 'Zoey Stevens', in the Disney Channel original movie 'Zapped.' (DeLuise, 2014) During this time, Zendaya began to produce her own music, releasing a debut album, 'Zendaya', selling 7,000 copies in the first week. In collaboration with Bella Thorne, Zendaya also releases two music singles, 'Swag It Out,' and 'Watch Me.' Her star image begins to stretch from the television industry into the film and music industry, however, she is not yet renowned for her role in music.

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Three very different sets of friends-a wiz kid and his skeptical dog, two competing writers and a pair of life-swapping look-alikes-deal with the ups and downs of friendship. As their intertwined relationships weave through each other, each person must learn what friendship means.

Geek vs. chic...beauty vs. beast...downtown vs. uptown...how do you know? Follow the lives of three very different sets of friends, each dealing with the ups and downs of friendship. As all three sets weave through each other's lives, they ultimately need to work out their differences to figure out what friendships mean to them.

Genre: Drama Coming of Age Comedy

Rating:

Director: Daisy von Scherler Mayer

Starring: Zendaya Bella Thorne Mary Mouser Nick Robinson Stefanie Scott Connor Price

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Three very different sets of friends experience growing pains.

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From 2015-2018, Zendaya starred as 'K.C Cooper', a young girl trained in martial arts expected to follow in her spy-parents footsteps, in the Disney show 'K.C Undercover.' (Disney, 2015-2018) The TV show got nominated for 2 Primetime Emmy Awards. Zendaya displayed greater creative agency over the this show, through the attempted whitewashing of her character, to be called 'Katy', and Zendaya insisting 'do I look like a Katy?', as well as persuading producers to cast an all-black family.

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K.C. Undercover (TV Series 2015–2018) ⭐ 6.5 | Action, Comedy, Drama

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Following a reputation of Disney Channel innocence, at the 2015 Oscars, Guiliana Rancic made a comment that Zendaya's locks looked like they 'smell like patchouli oil or weed'. Zendaya responded (rightfully) negatively to this comment, and Rancic made a public, on-air apology. This controversy helps establish Zendaya's star image as beyond the bubble, her identity as a woman of colour in the media is more notable in comparison to her previous reputation.

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Mattel responded to Zendaya's Oscar appearance with a one-of-a-kind Barbie Doll replicating her iconic look, which featured at the Barbie Rock 'N Royals concert Experience at the Hollywood Palladium, hosted by Zendaya to encourage children to make music.

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Introduction to the 'Spiderman' Universe

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Introduction to the 'Spiderman' Universe

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In 2017, Zendaya debuted her role of MJ in 'Spiderman Homecoming', (Watts, 2017) playing an awkward teen girl. The film was critically acclaimed, and despite playing a small role, Zendaya earned a 2018 nomination for 'Best Performance By a Younger Actor' at the Saturn Awards. Audiences who have grown up with her Disney Channel presence now follow her into the Marvel Universe.

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In 2017, Zendaya featured in the Bruno Mars music video, 'Versace on the Floor', which gained 495 million views on YouTube as of 2025. (Bruno Mars, 2017) Zendaya’s stardom is developing outside the Disney bubble, pushing further into the music industry.

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2017: Zendaya co-stars alongside Zac Effron in 'The Greatest Showman.' (Gracey, 2018) She plays a young trapeze artist who falls in love with Effron's character, exploring themes of interracial romance. This role won her the Teen Choice Award for choice Movie Actress: Drama, and became the third-highest grossing live-action musical to be released. It earned an estimated $435m to $472m at the box office. At this point, Zendaya's name was well established in the film industry, and this successful musical re-established her role in the music industry. She features on 3 tracks from this film, including 'Rewrite the Stars'. At this point, Zendaya's acting career has confidently taken full flight, she is an established and well-loved character, and her name is truly becoming written in the stars.

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Zendaya appeared as yeti Meechee in Warner Bro's 2018 animated film 'Smallfoot'. (Kirkpatrick, 2018) Her career and star image in acting now spans from starring roles, musical roles, co-starring roles, to voice acting roles. She sings the featured song 'Wonderful Life.'

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Her debut album received mixed reviews from listeners, scoring an average 60% rating. Her music career proves unsuccessful in comparison to her acting career, and as a result, her star image in music remains unestablished. (Zendaya, 2013)

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Zendaya reignites her acting career in TV since Disney Channel in HBO's season 1 of 'Euphoria', (Levinson, 2019-present) playing drug-addicted teenager Rue Bennet. Euphoria receives critical acclaim and Zendaya is praised for her ability to play a wide range of acting roles. 'Euphoria' proves to be significant for Zendaya's star image, highlighting how she can tackle more challenging roles than she previously did for Disney. Zendaya's differentiation between 'Shake it Up', and 'Euphoria' is a positive change of direction for her acting career, introducing more opportunity than the safety bubble of Disney, and igniting the shift in her star image.

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The Guardian depicted her 'Euphoria' performance as:

'The former Disney Star Zendaya is reinvented as the self-destructive, self-loathing Rue, in what is a truly astonishing, mesmerising performance, upending every expectation of what she could do.'

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Zendaya wins two Primetime Emmy Awards for her roles in Euphoria, in both 2020 and 2022.

This made her the youngest two-time Emmy winner, at age 26, as well as the first black woman to receive an Emmy for 'Lead Actress in a Drama Series' twice.

Zendaya's Euphoria career earned her these awards; her star image beyond Disney is cemented.

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Zendaya is reintroduced as MJ in 'Spiderman: Far from Home', (Watts, 2019) Variety states, 'Zendaya is sharp enough to play attitude as armour; we see the cool and the cover-up.'

Zendaya becoming a staple in the 'Spiderman' universe certifies her name within the Marvel Industry. Her on-screen romance with co-star Tom Holland reflects highly within critics reviews and within the adolescent audience of the series. The film garnered her more public appearances and press events, as a result of her winning a People's Choice Award, and a Saturn Award for her role as MJ. The majority of audience reception towards her role remained positive.

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Film Critic Carla Renata reprises Zendaya's roles as MJ as 'her transition from the small screen to the silver screen has been flawless. The lens clearly loves her face and the fans love her... period.'

Her star image here is established by the transition between her smaller roles to her growing roles and stardom.

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The Michigan Daily ends their film review of 'Smallfoot', a film with many big-time actors such as Channing Tatum, Danny Devito, and LeBron James, with the statement,

'the characters are drawn well, the jokes are timely and Zendaya is Meechee.'

Zendaya is regarded as the highlight of the film, despite her acting competition being well-established names within Hollywood.

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In 2021, Zendaya scored a role of Marie in 'Malcolm & Marie', (Levinson, 2021) created by Sam Levinson, the same creator 'Euphoria.'

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GQ Magazine remarks Zendaya's switch from 'Disney to the Emmys' as one of ambition. 'So far, we’ve seen her at two extremes: strung out in 'Euphoria'; polished and parent-friendly in Disney properties. Come on, Zendaya. Show us what you can do with everything else that comes in between.' Audience remains anxious to see if the star will stay consistent in more mature roles.

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How Zendaya went from Disney to the Emmys

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Zendaya has graduated from Disney Channel princess to esteemed actress in less time than it takes most child stars to work out their own identities. Now the youngest person to ever win Outstanding Lead Actress In A Drama Series in Emmys history and set to star alongside Timothée Chalamet in Denis Villeneuve’s Dune, here’s why her journey to stardom is only just beginning

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GQ Magazine regards 'Malcolm & Marie' as a flop- 'Not everything has to have a deeper meaning. A sense of purpose, however, is crucial, whether that’s to entertain, to enlighten or to educate. Unfortunately, 'Malcolm & Marie' does none of the above.'

The majority of film critics seem to agree that the film itself was a mess, however Zendaya's reputation as an actress does not seem to falter as a result.

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Malcolm & Marie is a lockdown passion project about film-making starring Zendaya and John David Washington as a Hollywood couple just back from a premiere… Yup, it’s exactly as indulgent as you expect it is

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Buzzfeed regards:

'Zendaya has some bright spots, but there are a few moments when her role feels like a retread of what she’s done on 'Euphoria.' And while this film doesn’t necessarily show anything that we hadn’t already seen from her, she’s still a force to be reckoned with. Fans of Zendaya were eager to see her in something new, but the film drew criticism for its portrayal of the couple’s unhealthy relationship.'

Although the movie arguably proved to be a flop, Zendaya remained consistent in her mature roles, portraying a toxic relationship with co-star John David Washington. Her star image is significant within her role in 'Malcolm & Marie' as it portrays that, although her transition from Disney to 'Euphoria,' not all audience reception of this shift is received positively, and people seemed notably disappointed with her role here.

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That bitter exchange is just one example of several littered throughout the film, where the couple verbally break each other down, in ways that are very painful to witness. But the story doesn't ever really take off. Their arguments play on an endless loop and are punctuated with long, exhausting soliloquies (mostly by Washington's character) that feel like work to get through - and I'm just a viewer! For example, there's a scene where Malcolm attempts to take a critic to task, someone repeatedly referred to as the "white lady from the LA Times." At first, Marie giggles as Malcolm wears himself out while ranting, but later she begins to yawn as he - for what truly feels like 10 minutes - bashes critics and their interpretation of art. "You're the reason they make this fucking stale, safe, stagnant, turgid shit in the first place!" Malcolm screams. He ends his screed by saying he hopes the writer, who actually wrote a positive review of his film, ends up getting "fucking carpal tunnel until her hands atrophy and cramp and she can no longer write nonsensical fucking garbage like this anymore!" He then falls on the couch, panting.

The scene definitely feels like self-involved frustrations Levinson, who is white, is trying to work out himself. There's another line in the film where Malcolm says, "The fact that Barry Jenkins isn't gay - is that what made Moonlight so universal?" As a filmmaker, Malcolm believes a film is a presentation of how one interprets reality. His constant disdain for critics stems from how they engage with his work. He becomes incensed talking about critics who consider other factors, like the lead character's race or, say, the filmmaker's gender, when they are reviewing his art. (As Malcolm reads the review, the critic writes that he is "reveling in the trauma of a woman" by including a scene where the main character appears shirtless. Marie, who just moments before this reminded her partner that the review is good, sides with the critic, saying, "I'm sure she just doesn't think the nudity was necessary.")

"You can't hang everything on identity," Malcolm says during his impossibly long response. "You can't say that I brilliantly subverted this trope 'cause I'm Black, but I fell into this one because I'm a fucking man!" Levinson is seemingly attempting to make the case that the identity of the filmmaker is irrelevant, but the speech quickly devolves into ineffective whataboutism.

And that's the primary issue with the film. It's glossy and fun to look at, but overall it feels half-baked. The film seemed primed to be one of the standout pieces of art made during the pandemic. Two people hashing out their issues inside their home with nowhere else to go feels a lot like how life has been for much of the country for the last year. But because the movie was so rushed - it was written in six days and filmed in two weeks - the characters never move beyond caricature.

Washington and Zendaya are credited as producers and the script had some input from the leads, but there's something about their relationship that doesn't feel believable. In Who's Afraid of Virginia Woolf?, Taylor and Burton, a real-life couple at the time, inhabited their roles so well that the characters actually feel like real people. In Malcolm & Marie, it often feels like Washington is overacting, which, at times, comes across as a desperate attempt to seem deep. Zendaya has some bright spots, but there are a few moments when her role feels like a retread of what she's done on Euphoria. And while this film doesn't necessarily show anything that we hadn't already seen from her, she's still a force to be reckoned with. Fans of Zendaya were eager to see her in something new, but the film drew criticism for its portrayal of the couple's unhealthy relationship.

Film critic Clarisse Loughrey enjoyed the film for its no-holds-barred representation of harmful relationships, as well the fine line reviewers must toe to avoid " looking as solipsistic as Malcolm himself." Writer David Dennis Jr. didn't see it that way, calling the film an "endless reel of a man terrorizing a woman who was emotionally trapped in a house, unable to escape." Poisonous relationships have been the basis of a lot of incredible art, but it would've been more powerful if the movie explored the relationship beyond the cheap insults the couple hurled at one another. Malcolm & Marie would have also been better served by delving deeper into the power imbalance between the two, as writer Candice Frederick recently highlighted in a review for Elle. Marie's story is essentially stolen from her by her partner and yet the film presents the two as if they are on equal footing.

To quote Elizabeth Taylor's character Martha from Who's Afraid of Virginia Woolf?, "I am the Earth Mother, and you're all flops." Malcolm & Marie, at first glance, may have the veneer of a great film, but it's really a nothingburger masquerading as a steak. ●

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Zendaya leads in a $30 million deal with Feeding America, from the proceeds of 'Malcolm & Marie', amidst the Covid-19 pandemic. Her charity works further humanises her and aids her star image as authentic.

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Lola Bunny in 'Space Jam: A New Legacy.'

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Lola Bunny in 'Space Jam: A New Legacy.'

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Zendaya reignites her voice acting for Lola Bunny in 'Space Jam: A New Legacy.' (Lee, 2021)

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Zendaya reveals in 2021 that she is dating 'Spiderman' co-star Tom Holland, amidst leaked photos of them sharing a kiss. The couple's romantic involvement works wonders for 'Spiderman' marketing, in which they are also romantically invested. The duo's reveal further hypes up future 'Spiderman' films. Although there are frequent rumours the two have broken up, in 2024 they confirmed their relationship commitment through an engagement. This public celebrity relationship helps to establish Zendaya's star image as authentic, as it humanises her character.

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Tom holland produces publicity for his relationship to Zendaya by revealing they rewatched 'Spiderman: Homecoming' together. This will generate buzz surrounding the characters of Peter Parker and MJ, in reflection to their real life relationship between Tom Holland and Zendaya.

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Tom Holland REVEALS He & Zendaya Re-Watch First ‘Spider-Man’ (Exclusive)

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Following their relationship reveal, 'Spiderman: No Way Home' (Watts, 2021) is released in 2021. Zendaya plays now beloved Marvel universe character MJ.

The marketing for this film is extensive, including collaborations such as Fortnite, Hyundai, TikTok, PUBG Mobile, Tampico, and Fuel, gartering significant publicity for Zendaya, as well as for boyfriend Tom Holland, and moreover their relationship as a whole, and how it is reflected onto their on-screen chemistry between MJ and Peter Parker.

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Tom Holland and Zendaya answer fan questions on IMDb, to promote press for 'Spiderman: No Way Home.' The two appear loved-up following their relationship reveal, and the YouTube comments seem to admire the couple, and express apprehension for seeing them act together in the upcoming film.

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Zendaya collaborates with Labrinth to create the song 'All For Us', for season 1 of 'Euphoria.' Using experience from her own personal music career, although short-lived, her collaboration here appears much improved from her previous independent album 'Zendaya.' She later performs this live with Labrinth at 2023 Coachella. (Labrinth, 2019)

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Following the success of 'All For Us', Zendaya gets the opportunity to co-write two songs for season 2, 'I'm Tired', and 'Elliot's Song.' (Labrinth, 2022)

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In 2022, Zendaya reprises her role of drug-addicted teenager Rue Bennet in HBO'S second season of 'Euphoria.'

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Her role of Rue Bennet wins her a Golden Globe Award in 2023 for 'Best Actress in a TV Series- Drama', as well as a Critics Choice Award, and she wins two Primetime Emmy Awards.

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Zendaya's writing earned her two nominations for the 'Primetime Emmy Award for Outstanding Original Music and Lyrics' for her contribution to 'Euphoria's' soundtrack. This demonstrates how the academy recognise her talents within the industry as her stardom develops.

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Time Magazine labels Zendaya as '100 of the World's most Influential People' in 2022. On the cover she sports a designer red Valentino dress, a nod to her influence within the fashion industry. Media journalists flood in with articles about the cover, gaining major publicity for Zendaya, premature to the release of her upcoming projects 'Dune: Part Two' and 'Challengers.'

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Zendaya stars as herself in 'Invisible Beauty', (Hardison & Tcheng, 2023) a 2023 film documentary about Bethann Hardison as a 'pioneering black model' describes IMDb, 'shining light on an untold chapter in the fight for racial diversity.'

Documentary film is a new stint for Zendaya, who previously only appears as an actor. Following her being named '100 Most Influential People' the previous year, she leans into an activist role in this film, gaining an audience reception of admiration, and a star image a strong black figure in the media.

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Zendaya takes the role of Chani in 'Dune,' (Villeneuve, 2021) earning an overall positive rating on Rotten Tomatoes of 83% as of 2025.

Co-starring alongside Timothée Chalamet, an actor recently renowned for his starring part in 'Call Me By Your name,' surfaces positive reception for the film itself, as well as the excitement that Chalamet and Zendaya (two of the most significant actors at the time) will feature in the film together.

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Zendaya continues her role of Chani in 'Dune: Part Two,' (Villeneuve, 2024) further co-starring alongside Timothee Chalamet, reinforcing her shift in star image.

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The Campus Times recalls Zendaya's performance in 'Dune: Part Two' in an extremely positive manner, stating the film is a 'modern masterpiece' and that 'Zendaya also popped off, bringing a sense of power and intimidation to Chani, a member of the Fremen, and stealing every scene she was in with Chalamet.'

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Zendaya and Chalamet appear in matching jumpsuits in promotion for 'Dune: Part Two' during their South Korea press conference.

This type of publicity generates buzz for the film, their style reflective of the film's aesthetic, as well as the romance between both their characters. Their real life friendship also supports their dynamic within the film and implies an authentic star image.

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Zendaya is nominated for a Golden Globe Award in 2025 for 'Best Performance by a Female Actor in a Motion Picture- Musical or Comedy' for her role as Tashi Duncan in 'Challangers.'

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Her diamond engagement ring remains in focus at the golden Globe Awards, promoting press surrounding her and Tom Holland's relationship, following their engagement reveal at the end of 2024. Photos of the ring against her Golden globe dress circulate news articles and gossip magazines, and following rumours the two had broken up, reinforces the authentic nature of their relationship.

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The three-way kiss scene within 'Challengers' popularises on social media, further gaining publicity for the film.

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Riding off the high from 'Euphoria' S2, and 'Dune: Part Two,' Zendaya stars as tennis player Tashi Duncan in Luca Guadagnino's recent 2024 film 'Challengers' (Guadagnino, 2024) alongside Mike Faist and Josh'O' Connor. Luca Guadagnino is an upcoming director, recently popular for his films 'Call Me By Your Name,' and 'Bones and All,' both starring Timothée Chalamet, whom Zendaya has been co-starring alongside in 'Dune,' and 'Dune: Part Two.' This creates word-of-mouth marketing surrounding the film, which is critically acclaimed, receiving an 88% rating on 'Rotten Tomatoes'. It is raunchy and sexual, erotic and captivating. Zendaya is now far from where she was at the beginning of her career on Disney Channel, and the sensual and bold role of Tashi reinforces this new star image.

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Deadline depicts her performance as:

'Zendaya’s Tashi is an intimidating presence, both on and off the court. She navigates her role with a compelling mix of strength and sophistication, and portraying Tashi as a catalyst in Art and Patrick’s lives giving her the role of attractor, antagonist and trickster.'

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Strand Magazine on Zendaya's performance in 'Challlengers:'

'The idea of a love triangle headed by Zendaya, currently at the peak of Mount Stardom, seemed to force users into a state of Twitter/X-based rapture.'

As well as this, they state:

'By match point, most viewers will find themselves echoing the punters in the stands who precisely move their heads back and forth, glued to the action. It barely needs to be said that this is partly thanks to the brilliant performances of Zendaya, Josh O’Connor, and Mike Faist. Zendaya manages to divert the intensity of Tashi into tiny facial movements, with this exploding into fierce passion at moments of high emotion.'

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Zendaya sporting tennis-themed fashion ahead of 'Challengers' premiere.

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Whilst on the press tour for 'Challengers,' Zendaya wore a collection of iconic tennis-themed looks. This will generate publicity for the film as audiences are looking for intertextual clues within her costume codes that allude to the film's narrative and themes. Zendaya herself partakes significantly within the culture of fashion in the media- so using a dress-coded press tour to market the film here is an extremely effective, use of marketing. It also conveys authenticity to Zendaya's character, as she seems personally interested in fashion based off her history of previous collaborations and styles- so audiences perceive this tactic as something within Zendaya's character.

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Zendaya in partnership with 'Beats Electronics', promoting their headphones. This partnership occurs at a period of Zendaya's career where she is attempting to stray into the music industry, and collaborating with 'Beats'- she is effectively labelling herself as a part of this industry, specifically RnB.

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Zendaya becomes the face of Madonna's fashion line 'Material Girl.'

Collaborating with another well-known star promotes the concept of stardom and gains a cross-platform audience.

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Zendaya Is the New Face of Material Girl—Here’s What She Has to Say About It

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She appears as the 'Cover Girl' on the May edition of American and British Vogue in 2024, after initially being signed in 2016.

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Zendaya is the cover star of British and American Vogue

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Zendaya is the May cover star of both American and British Vogue.

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Zendaya's 2016 'Cover Girl' issue.

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Zendaya appears in sporty fashion in her Vogue cover, ahead on 'Challengers' movie release.

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Zendaya partners with 'Chi Hair Care', following Oscars red carpet hair controversy with Guiliana Rancic. The significance of Zendaya's collaboration with a black-centric hair style company following her departure from Disney Channel suggests her attempting to stray her star image into one more focussed on her being a woman of colour.

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Zendaya modelling for fashion brand 'Michael Kors.'

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Zendaya models 'Dolce & Gabbana' in Capri, alongside other media personalities.

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Zendaya models for Dolce & Gabbana campaign in Capri

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The girls used the streets of the Italian island of Capri as their catwalk as they shot the striking new #DGMillennials campaign for Dolce and Gabbana on Friday morning.

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Zendaya releases her own book on fashion, aimed at the demographic of tween girls coming into their own style.

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Zendaya releases her own shoe collection 'Daya.' The collection is aimed at teenage girls (her main audience at the time) and aims to be cute and affordable. This later transformed into a clothing brand of the same name featuring gender-fluid and plus-size inclusive clothing.

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Tommy Hilfiger x Zendaya is released in 2019, following her signing as a co-ambassador, and features a more mature, silky and 70's inspired design in comparison to her previous 'Daya' fashion line. This rebrand coincides with her transformation from Disney Channel tween star into a grown-up, sensual yet empowered, independent actress.

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First Look at Tommy Hilfiger’s Capsule Collection with Zendaya

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First Look at Tommy Hilfiger’s Capsule Collection with Zendaya

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In 2019, British Vogue states:

'Lancôme has added Zendaya Coleman to its stellar line-up of brand ambassadors, alongside the likes of Julia Roberts, Lupita Nyong’o, Penelope Cruz and Kate Winslet.'

Becoming a spokesperson for the skincare brand, as well as in 2020, for 'Bulgari' and 'Valentino.' Partnering with luxury brands implies her star image is becoming one of maturity and elegance.

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Lancôme Adds Zendaya To Its Stellar Line-Up Of Brand Ambassadors

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“It’s a huge honour to be able to represent a brand like Lancôme and join such an incredible line-up of iconic women,” said the singer and actress in a statement

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Zendaya appears in 'Smartwater's' 'Keeping it Cool' campaign in 2022, becoming a global ambassador.

Her photoshoot features water-themed fashion styles.

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In 2023, Zendaya becomes a brand ambassador for fashion-line Louis Vuitton.

In relation to this, they release a photoshoot featuring Zendaya and their handbag collection. Vogue follows this up with an interview article on her favourite bags.

This reveal drops before the release of films 'Challengers' and 'Dune: Part Two.'

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Vogue states:

Zendaya '...picked up the Visionary Award for her efforts in promoting diversity and inclusion in fashion and film.' at the 2020 Green Carpet Fashion Awards.

The event was introduced by Robert Downey, featuring other celebrity appearances such as Ellie Goulding, Anna Ewers, and Tomi Adeyemi.

Press surrounding this event, as well as the award itself, help to promote Zendaya within the fashion industry and establish her star image as a fashion icon.

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As for the awards themselves, one winner was announced a few days early: Zendaya, who picked up the Visionary Award for her efforts in promoting diversity and inclusion in fashion and film. "She is a leading example for younger generations and beyond," Firth says. The night's other awards focused on new designers, sustainable innovations, and the people who work behind the scenes to create fashion's "handprint," like tailors, cobblers, embroiderers, and other artisans. "This year's edition of the Green Carpet Fashion Awards wants to send a positive message of change and focuses on rebirth and solidarity necessary for a future under the banner of environmental and social justice, starting from Italy," Carlo Capasa, president of the Camera della Moda, said in a release.

The night's complete list of winners are below, and you can rewatch the full awards show above.

The GCFA Visionary Award: Zendaya, for using her platform as an actress and creative to become a force in promoting diversity and inclusion.

The CNMI Responsible Disruption Award: Progetto Quid, a sustainable Italian brand that uses leftover fabrics from other houses and creates employment opportunities for women with vulnerable pasts.

The GCFA Best Independent Designer Award: Sindiso Khumalo, whose commitments to ethical production and women's empowerment reflect Eco-Age's principles of sustainable excellence.

The GCFA North Star Award: The United Nations, for its Sustainable Development Goals, which are becoming the "north star" vision for many businesses and which speak to the importance of global partnerships.

The GCFA Art of Craftsmanship Award, supported by S.Pellegrino: Italian artisans, for preserving generations of craft and quite literally making up the fabric of the country.

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Watch the First Digital Green Carpet Fashion Awards Here

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Zendaya will pick up the Visionary Award for her efforts in promoting diversity and inclusion in fashion and film at the first digital Green Carpet Fashion Awards.

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Harper's BAZAAR states on the CFDA Awards:

'Zendaya crowned Fashion Icon at the CFDA Fashion Awards.'

'The actress, who has made a real name for herself on the red carpet over the past year, is being recognised for her contributions to the fashion industry.'

Zendaya is ultimately established as a 'Fashion Icon,' her red carpet persona being well-recognised as expressive, inclusive, classy and influential.

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Zendaya crowned Fashion Icon at the CFDA Fashion Awards

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The actress has made a real name for herself on the red carpet this past year

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Primary 'Activism ' as Authentic Star Image

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Primary 'Activism ' as Authentic Star Image

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Zendaya releases a cover of John Legend's 'All Of Me,' donating proceeds of profit to 'Convoy of Hope.' She supported this charity since Hurricane Sandy's 2012 devastation across New York and New Jersey, and across the years has donated considerable amounts to the aid the charity, such as $50,000 in 2016 to support the 'Women's Empowerment Initiative', and encouraging her fans to do the same.

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Zendaya’s Song Benefits Convoy of Hope | Convoy of Hope

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Hollywood Records’ Platinum-selling artist, Zendaya recently released a cover of John Legend’s “All of Me.” Zendaya joined Max and Kurt Schneider to record the song with a portion of the proceeds going to Convoy of Hope.

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Lancome releases a perfume, 'Idole Eau De Parfum' whose advert stars Zendaya.

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Pub parfum Idôle de Lancôme avec Zendaya

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In 2015, Zendaya visits South Africa, spreading awareness against the prevention and awareness of AIDS and HPV, raising $50,000 for a young boy she met there who had lost both his parents to AIDS- enough for him to put towards a home. Zendaya discusses this activism and its effects, as well as further encouraging help from her audience on 'Perez Hilton.' This all relates to the concept that celebrity use their status and charity work in collaboration to portray an authentic, human, and moral star image.

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Zendaya Talks About Her Works With UNAIDS And How Young People Can Help! | Perez Hilton

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Zendaya partners with the 'Verizon Foundation' to raise a discussion about digital divides in school. In this interview, she discusses how children from underprivileged, working-class backgrounds suffer in schools as a result of a lack of digital resources, such as internet connection, that allows them to explore STEM careers in the future. Her activism here creates an authentic appearance, as her mother worked in an under-funded school with little resources, and that first-hand experience seems to reflect onto her in this interview.

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Why Zendaya is Helping Bring Tech to Kids in Need: “We Have a Responsibility to Use Tech for a Good Cause”

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She’s teaming with Verizon’s #WeNeedMore campaign to support underserved classrooms.

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Why She Does Not Personally Class Herself as an 'Activist'

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Why She Does Not Personally Class Herself as an 'Activist'

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Zendaya states she does not classify herself as an 'activist,' despite participating in many 'Black Lives Matter' Marches, Women's Rights marches, countless charity work, and even a live video with Michelle Obama discussing the power in protesting and voting all throughout her career. She states in an interview on 'InStyle:'

'I have always hesitated to use the word "activist" for myself. That is a lifestyle. That is a choice every day to be doing the work and devoting your life to a cause. And I don't feel I am deserving of the title.'

Although, her work arguably renders the significance of 'activism,' and her denial of coining such a title may further the idea of her star image as authentic and humble. Her charity work supports the transition she has experienced regarding star image throughout her career, as her new emboldened and passionate character denotes her political stances and authenticity.

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Patrisse Cullors Published on August 6, 2020 @ 07:45AM

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Zendaya, who stars in ‘Malcom & Marie’ alongside John David Washington, speaks to Black Lives Matter founder Patrisse Cullors about anxiety, ‘Euphoria,’ and why she doesn’t call herself an activist.

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Spiderman co-stars Zendaya and Tom Holland promote 'Stomp Out Bullying' to their adolescent audiences, discussing their own personal experiences with bullying in their youth, and the effects it had on them. This builds towards a star image of authenticity.

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Zendaya's fans would consider the actor as close to a real-life superhero as there is, but she's proving to be quite the warrior for good with her latest move. Along with her Spider-Man: Homecoming costars, Zendaya is fronting a campaign aimed at ending bullying and cyberbullying.

Entertainment Weekly reports that the film's cast filmed a PSA for STOMP Out Bullying, an initiative that coincides with the World Day of Bullying Prevention on 2nd October. In the video, the group of young stars implores its fan base to end bullying and change how people treat outsiders and newcomers.

"They didn't really understand the power of inclusion, diversity, and kindness," Zendaya says of Homecoming's less-than-savoury bully characters meeting Peter Parker. The rest of the cast goes on to ask what would have happened to a certain friendly neighbourhood superhero if he wasn't shown some kindness from his peers.

"Inclusion and kindness open doors and possibilities for everyone," Laura Harrier continues.

Peter Parker himself, Tom Holland, even shared his own personal stories on bullying. He told EW that even though he faced bullies growing up while wanting to dance, it didn't deter him from continuing to do the things he loved. He even said that the experience of handling bullies helped him relate more to his character in the film.

"There was times when I was bullied about dancing and stuff," he said. "But you couldn't hit me hard enough to stop me from doing it. I, like Peter, accepted I wasn't the cool kid at school and just found my group of friends and got on with it."

Zendaya and Co. are asking supporters to put on a blue shirt on 2nd October to commemorate STOMP Out Bullying's efforts. And if Zendaya's doing it, you can be sure that her fans will follow suit. And Spider-Man's cast isn't the only crew getting in on the action. Debra Messing, Dancing With the Stars pro Derek Hough, and Taye Diggs all filmed their own videos, too.

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Zendaya & Her Spider-Man Costars Are Here To Stomp Out Bullying

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Along with her "Spider-Man: Homecoming" costars, Zendaya is fronting a campaign aimed at ending bullying and cyberbullying.

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Redmond, S. (2014) 'Celebrity and the Media.' Houndmills, Basingstoke: Palgrave Macmillan, p. 6.

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Redmond, S. (2014) 'Celebrity and the Media.' Houndmills, Basingstoke: Palgrave Macmillan, p. 6.

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Sean Redmond discusses an example of celebrity branding, using the example of 'Theron's J'Adore Dior' campaign' and how it promotes the idea of the celebrity as a commodity. Here, Theron represents female sexuality and sensualness, much similar to Zendaya in this advert. The female celebrity's appearance in perfume adverts signifies them in a light that is:

'...sexual chemistry constituted as a sexual fantasy enveloping perfume and celebrity.' (Redmond, 2014)

She is portrayed as a sensual and erotic, powerful female character, much dissimilar to that of her Disney Channel star image.

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Redmond, S. (2014) 'Celebrity and the Media.' Houndsmill, Basingstoke: Palgrave Macmillan, pp. 63-64.

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Redmond, S. (2014) 'Celebrity and the Media.' Houndsmill, Basingstoke: Palgrave Macmillan, pp. 63-64.

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Redmond further discusses how 'the celebrity in identifying with a just cause, an urgent need, a long-term deserving project in hoping to see it impact upon how they are viewed by the media, their fans, and consumers. Development work humanises and moralises the celebrity,' and further how 'celebrities sell charity very well.' (Redmond, 2014)

In relation to this case study, Zendaya sells the image that she is authentically charitable very confidently through her 'activism' work. The very idea that she refuses to call herself an 'activist' promote the idea of authenticity as she appears humble, such as the UNAIDS work she did for her 19th birthday. She sells herself as an image of genuine charity.

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Redmond, S. (2014) 'Celebrity and the Media.' Houndsmill, Basingstoke: Palgrave Macmillan, p. 94.

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Redmond, S. (2014) 'Celebrity and the Media.' Houndsmill, Basingstoke: Palgrave Macmillan, p. 94.

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Sean Redmond discusses the idea of a 'shrine' to celebrity.' 'As teenagers our bedrooms become shrines to the celebrity: walls are devoted to their pictures; parts of the room are given over to their images and products, and are touched, embraced, cuddled; and the design of the bedroom may be an exact replica of the one our favourite celebrity sleeps in.' (Redmond, 2014)

In relation to Zendaya's Disney Channel career, Redmond's idea of a 'shrine' may relate to the theory of nostalgia and celebrity. Idols that we grow up with as children to teenagers become a 'shrine' within our collective memories. Zendaya as a Disney Channel star is worshipped by the audience from a young age, for example through her merchandise, and we create a physical and mental 'shrine' towards this. We are then more likely to take interest in this as we grow up, following her career as this teenage 'shrine' develops into an icon of nostalgia.

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University of Liverpool
Brownlow Hill, Liverpool L69 7ZX, United Kingdom
+44 (0)151 794 2000

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Redmond, S. (2014) 'Celebrity and the Media.' Houndsmill, Basingstoke: Palgrave Macmillan, p. 29.

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Redmond, S. (2014) 'Celebrity and the Media.' Houndsmill, Basingstoke: Palgrave Macmillan, p. 29.

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Redmond analyses: 'Contemporary cosmetic surgery and all manner of consumer products and beauty accessories are marketed as being able to create the look of the celebrity for the everyday person, a transformation made possible by a mirroring of what they do I can become.' (Redmond, 2014)

Through Zendaya's own brand and merchandising, as well as the advertising she produces for other brands, she is portraying the image onto her young, impressionable audience that if they purchase her fashion line, then they themself can become what Zendaya embodies, and ultimately become 'her,' highlighting her star image as one that is aspirational and beyond.

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Redmond, S. (2014) 'Celebrity and the Media.' Houndsmill, Basingstoke: Palgrave Macmillan, p. 26.

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Redmond, S. (2014) 'Celebrity and the Media.' Houndsmill, Basingstoke: Palgrave Macmillan, p. 26.

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Redmond discusses how these events act as publicity themself for the celebrity, '...these adoring fans will take photographs and videos of themselves at the event, of fellow fans, the glittering environment, and the celebrities as they arrive and leave. These treasured snaps and video footage will then be posted on Facebook or messaged to friends and family, evidence of them having being there and having taken part in the enchanted event.' (Redmond, 2014)

Zendaya showing up to these media events create self-made marketing of her identity. Buzz is created at the idea the celebrity is here and wearing famous branded clothing, sporting a specific hairstyle, in mediated jewellery, speaking to X celebrity and Y magazine. It also implies that the star's audience will aspire to look and be like them, seeing the satr at these events in a limelight and viewing them as an ethereal figure

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University of Liverpool
Brownlow Hill, Liverpool L69 7ZX, United Kingdom
+44 (0)151 794 2000

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Dyer, R. & McDonald, P. (2019) 'Stars'. London: British Film Institute, p. 54.

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Dyer, R. & McDonald, P. (2019) 'Stars'. London: British Film Institute, p. 54.

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Dyer & McDonald discuss the idea of the celebrity in a role of the 'independent woman.' Zendaya embodies this notion through her continual star representation of the empowered, 'activist,' and aspirational character. However, her relationship with Tom Holland may have begun to contradict this ideology.

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Meyers, E. (2009) '"Can You Handle My Truth?": Authenticity and The Celebrity Star Image', The Journal of Popular Culture, 42(5), pp. 890-907. doi: 10.1111/j.1540-5931.2009.00713.x.

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Meyers, E. (2009) '"Can You Handle My Truth?": Authenticity and The Celebrity Star Image', The Journal of Popular Culture, 42(5), pp. 890-907. doi: 10.1111/j.1540-5931.2009.00713.x.

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'...while the fan may recognize that the star seen on screen or stage is a highly constructed figure, the star is brought close and revealed as a regular person through the media coverage of the details of her private life within celebrity media.' (Meyers, 2009)

Zendaya's relationship to Tom Holland is the most significant factor that the audience sees into her private life. This construction of private identity is arguably essential into viewing her as an authentic persona. This effectively transfers onto her the movie promotion for the 'Spiderman' films, their relationship is seen as entirely authentic, and mirrors that between Peter Parker and MJ.

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Meyers, E. (2009) '"Can You Handle My Truth?": Authenticity and The Celebrity Star Image', The Journal of Popular Culture, 42(5), pp. 890-907. doi: 10.1111/j.1540-5931.2009.00713.x.

# data[].attributes.subject
Meyers, E. (2009) '"Can You Handle My Truth?": Authenticity and The Celebrity Star Image', The Journal of Popular Culture, 42(5), pp. 890-907. doi: 10.1111/j.1540-5931.2009.00713.x.

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'Shake it Up Wiki Fandom' is a website that documents the television series, and is a concept of fandom- portraying the line between public and personal celebrity,

'Similarly, tabloid and entertainment magazines, fan-authored and official Web sites devoted to celebrities, and any other forum where celebrity lifestyles are the main topic of concern also bring the celebrity close to the audience by making her life not so far removed from the audience's own.' (Meyers, 2009)

Zendaya's star image is personalised for the audience through fan practices like this, and allows her image to develop through fan to fan interactions and experiences.

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Marshall, P.D., Moore, C.L. and Barbour, K. (2020) 'Persona Studies: An Introduction.' Hoboken, NJ: Wiley Blackwell, p. 21.

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Marshall, P.D., Moore, C.L. and Barbour, K. (2020) 'Persona Studies: An Introduction.' Hoboken, NJ: Wiley Blackwell, p. 21.

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This 'independent woman' personae, however, cannot be constructed through a singular act, as argued by Marshall et al, and must be curated throughout a celebrities career.

'A personae, however, cannot be located in a unique or a discrete object; a personae is formed by the relations of a series of performances and assembled objects, and is never a single act, object, profile, or account. Personae is accrued and curated.' (Marshall et al, 2020)

In Zendaya's focus, her 'independent woman' personae was constructed perhaps after her departure from Disney Channel, and from her release into more solo and and wider arrangement of career opportunities through her film and music career. Although her departure from Disney itself may play towards the 'independent woman' persona.

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Negra, D. & Holmes, S. (Eds) (2011), 'In the Limelight and Under the Microscope: Forms and Functions of Female Celebrity.' Bloomsbury Academic & Professional: New York, pp. 14-17.

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Negra, D. & Holmes, S. (Eds) (2011), 'In the Limelight and Under the Microscope: Forms and Functions of Female Celebrity.' Bloomsbury Academic & Professional: New York, pp. 14-17.

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'The intensified discourses of celebrity couplehood and family life associated with postfeminist culture remain firmly in place even under new recessionary cultural conditions.' (Negra & Holmes, 2011)

Zendaya's 'independent woman' personae juxtaposes the expectation of female celebrities within in the media; to establish a stable relationship. However, Tom Holland being a beloved celebrity himself seems to arguably make Zendaya an exception, her relationship empowers and reinforces her as an authentic figure, who therefore creates the 'independent' representation seem all the more genuine.

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