BALANCING FAME AND TALENT: RETHINKING ACTORS' MARKETABILITY IN MALAYSIA'S DIGITAL ERA

Abstract

The marketability of Malaysian actors is being transformed by the emergence of digital technology and social media. This conceptual paper examines the interplay of talent, fame, and personal branding in shaping an actor's visibility and audience engagement. It contends that contemporary marketability relies not merely on talent or fame, but rather on a strategic equilibrium of both, enhanced by digital platforms. Rooted in personal branding theory and celebrity culture, the paper emphasises the necessity for genuine self-presentation and a robust digital presence. This study proposes a framework to assist Malaysian professionals in navigating their careers within the evolving digital landscape, based on a review of existing literature.