The article aims in arranging the discourse
concerning the celebrities’ morality that is visible in their behaviour which is made
public by mass media. It indicates the problematic reasons and consequences of this
phenomena. The text concentrates on the priority of profit in the promotion mechanism:
“morality of the celebrities”. The narration is derived from the notion of “celebrity”
and develops into approximating of possible understanding of morality
connected with celebrities’ views – it qualifies the opinions on the level of situation-
based existential ethics. On the example of a fragment of breakfast television
programme: Dzień Dobry TVN, the article depicts difficulties with grasping the
core of this moral orientation. Afterwards, the article discusses a problem of media
influence and, consequently, the celebrities’ influence on the recipients. It shows
a scheme of profit-oriented media creation of celebrities and the way in which they
state moral issues.
Keywords: mass media, morality, celebrity