This is about Ellis Cashmore’s new book about Becks.
Unlike Gascoigne, Beckham never says anything outrageous. During the World Cup finals in the summer, when he was under particular pressure because he was still recovering from a broken foot, he invariably spoke sensibly and never caused offence.
Individual interviews during his career have been carefully selected by his agent to enhance this status. It has also been made certain that he would not get involved in any socially contentious topics. Cashmore writes: “It is this social and political inertia that makes him an all-purpose commodity. He does nothing, nothing at all, to disabuse fans of their beliefs about him . . . by saying and doing virtually nothing, he never falsifies or undermines what others believe of, or impute to, him.”
His commercial deals have fitted in with this persona. They are for wholesome brands and companies such as Police sunglasses, adidas, Rage software, Marks & Spencer, Pepsi and Castrol. These alone are believed to earn him more than £5 million a year.
However, Cashmore says that advertising is not simply an added financial bonus of being famous — it is an integral part of being famous or even becoming more famous.
Cashmore thinks that Beckham’s aura will start to vaporise long before he leaves football. However, he says, in the meantime he can arouse great passions because he embodies so many of the ideas and values we share. He writes: “The conspicuous talent, glamour, drama and status he parades might, in another era, offend. Today they inspire.”