SEMINAR: �Performing Bromance On and Offline: Hugh Jackman, Ryan Reynolds and Jake Gyllenhall�, Presented by Jackie Raphael

ABSTRACT: Bromances in Hollywood have become an increasingly useful form of promotion. Hugh Jackman in particular has utilised this technique in the X-Men franchise and crossed over into Deadpool. His friendship with Ryan Reynolds has even intersected into the films, as well as social media and into Jackman’s theatre show. They have also taken it a step further by including Jake Gyllenhall, whom they have both worked with individually. Analysing these friendships, it is evident that they choose to perform their bromances publicly in order to promote their films and charities, but also to gain online attention and develop their individual brands further. Going viral and having the mass media speak about their social media posts, generates further publicity and strengthens their fun and engaging identities. However, it is reliant on perceived authenticity, ‘celebrity capital’ (Gunter 2014) and humour to stimulate audiences. Thus, the friendship between Jackman, Reynolds and Gyllenhall will be used as a case study to examine how viral campaigns intersect with the curation of digital persona, celebrity capital and perceived brand authenticity.

Dr Jackie Raphael has a PhD in Creative Advertising and Design from Curtin University, where she explored endorsements, branding and social media. Her current research examines media, popular culture, bromance as a promotional tool and persona. She has published several papers and books on these topics. Dr Raphael has lectured and tutored undergraduates in Design and Communication since 2010. She has coordinated a Masters course and various undergraduate units. Dr Raphael has also supervised Honours, Masters and PhD students. Her current role is Senior Learning Skills Officer in STUDYSmarter (UWA’s Academic Skills Centre) and Honorary Research Fellow in the School of Social Sciences.