Why We Can't Look Away: The Psychology Behind the Kardashian Phenomenon

In a world saturated with celebrity, one family has remained a constant, almost gravitational, center of public attention. We speak, of course, of the Kardashian-Jenner clan. They are a loving, close-knit family of entertainment figures and entrepreneurs, some of whom may be polarizing, yet for over a decade, millions have followed their lives. Even those who have never watched their reality show find themselves discussing their relationships and public moments. Today, we will explore the philosophy that might just underpin their monumental success, seeking depth where it seems least likely to exist.

The Family as a Fortress

It’s a common tale for the children of celebrities to struggle under the weight of their parents' legacy. Yet, here we see a different story. From Kris Jenner, the matriarch, to her daughters Kourtney, Kim, and Khloe Kardashian, and Kendall and Kylie Jenner, each has carved out a significant niche. They possess immense wealth, individual businesses, and a permanent spot in the limelight. While one could debate who is the most popular, the fact remains that each has achieved a distinct form of success.

In interviews, they often credit the support of their family for their achievements, even as they individually assert their self-made status. This aggressive stance on family unity brings to mind the philosophies of Aristotle or even Engels, who saw the family as the foundational unit of society—the crucible where new members are forged and shaped. Their public declarations about family loyalty could make even Dominic Toretto envious.

However, the reality is far from simple. Anyone who has glimpsed their show has witnessed the frequent scandals and conflicts that punctuate their lives. While some of this is undoubtedly for the cameras, it reveals something essential about their relationships, aligning with the philosophical idea that a phenomenon shows us its true essence. It’s not entirely clear if their family bonds are built on love alone; their partnerships often seem conspicuously convenient for business or reputation.

The "Momager" and the Business of Being

Kris Jenner has been candid about this dynamic. For her, her daughters became a genuine business project, a primary source of income, earning her the title of "Momager"—a blend of 'mom' and 'manager.' She was the driving force behind Kylie's cosmetics empire, a move that hints at a degree of exploitation and alienation. The philosopher Erich Fromm might suggest that this reflects a mode of 'having' rather than 'being,' where children are viewed as a source of fame and financial gain. By putting her teenage daughters' lives on global display, she adopted the approach of a manager more than a parent.

This pattern isn't limited to Kris. Kim has similarly integrated her young children into her public life, featuring them on social media and in front of cameras. The children draw attention and elicit emotional responses, which positively impacts their mothers' public image. Yet, at such a young age, they cannot provide informed consent to a life of filming and fame.

The Currency of Appearance

It’s impossible to discuss this family without acknowledging their fixation on appearance. On their show and across social media, a subtle competition seems to play out. One can only guess at the number of cosmetic procedures and beauty treatments each has undergone. They deny themselves much to maintain their look, a pursuit that many philosophers would argue can lead to a loss of identity. Immanuel Kant, for instance, believed it is far more important to be moral than to be attractive.

Conversely, one could argue, in a Platonic sense, that the Kardashians and Jenners are not just chasing beauty standards but creating them. When extreme thinness was the trend, they championed an hourglass figure. Soon enough, the world coveted their distinctive features. As their bodies change, fashion seems to follow suit. They fully embody the idea attributed to Gandhi: "Be the change that you wish to see in the world."

Why does this work so effectively for them? They possess a masterful understanding of media, a skill instilled in them from childhood. They seem to have an innate sense of who to associate with, how to present themselves, and how to capitalize on public attention. This doesn't come without a cost. Surgical procedures, grueling diets, and intense workout regimens are just part of the price. We can even view their willingness to alter their bodies for popularity as a form of transhumanism. Who could forget the spectacle of Kim being squeezed into a dress for a major gala? It was visibly difficult for her to breathe or sit, but the attention she garnered was immense. They often sacrifice comfort and health to remain at the pinnacle of pop culture, confident that if they change something about themselves, it will soon become the trend.

Adapting in a Capitalist World

We don’t choose the economic system we are born into, but we do choose how to operate within it. The Kardashians and Jenners have transformed their name into a brand and their family into a corporation, becoming the embodiment of capitalist thinking. Karl Marx would likely see them as products of their era, but their phenomenal ability to adapt is what is truly remarkable.

This adaptability has been studied by many thinkers. Charles Darwin’s research confirmed that survival belongs not to the strongest, but to the most adaptable. Psychologist Erik Erikson theorized that personal growth comes from overcoming life's crises and adapting to new realities. Here, this family has excelled. When society dictated beauty standards, they didn't just conform; they created their own. When they saw that beauty requires sacrifice, they built businesses on it—cosmetics, clothing, and lifestyle brands. When capitalism threatened to turn people into commodities, they decided to sell their image for more than anyone else. As new social issues gain prominence, they find a way to make them part of their narrative.

The "spirit of capitalism" that sociologist Max Weber wrote about seems to have found its ultimate expression in them. Not every business has succeeded, and not every marriage has lasted, but they continue to push forward, perpetually at the top of the news cycle. To achieve what they have—the influence, the wealth, the unwavering public gaze—one would likely need to be born into their unique circumstances and walk the same thorny path, dedicating a lifetime to the relentless process of self-creation under the unblinking eye of the camera. Or, one must find their own way entirely.

References

• Fromm, E. (1976). To Have or to Be? New York: Harper & Row.

  This book explores the fundamental difference between two modes of existence. The 'having' mode is based on possession and consumption, where self-worth is tied to what one owns—including people, fame, or influence. The 'being' mode is centered on experience, connection, and authentic self-expression. The article applies this framework to analyze the family's dynamic, particularly the "Momager" concept, where children can be viewed as assets in a business enterprise, reflecting a 'having' orientation towards relationships. (See especially Part III, "The New Man and the New Society").

• Weber, M. (2002). The Protestant Ethic and the Spirit of Capitalism. (S. Kalberg, Trans.). Roxbury Publishing Company. (Original work published 1905).

  Weber's seminal work investigates the mindset behind modern capitalism, characterized by a rational, disciplined, and relentless pursuit of economic gain as a moral duty. The article suggests that the Kardashian-Jenner family embodies this "spirit," not through religious asceticism, but through a secular devotion to their brand. Their adaptability, work ethic, and ability to turn every aspect of life—including family, beauty, and controversy—into a profitable venture is a modern manifestation of the principles Weber described. (See especially Chapter 2, "The Spirit of Capitalism").

• Cashmore, E. (2015). Celebrity/Culture. London: Routledge.

  This book provides a sociological analysis of the phenomenon of celebrity in contemporary culture. It examines how celebrities are created, the role of media in their proliferation, and their function as cultural symbols. The text is relevant as it provides a broader academic context for understanding the mechanisms behind the Kardashian-Jenners' success. It confirms the article's points about the strategic use of media, the construction of image, and the commodification of the self as central to achieving and maintaining celebrity status in the 21st century. (See particularly Chapter 4, "Making Celebrities").