Kell on Earth: A Content Analysis

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Running head: KELL ON EARTH: A CONTENT ANALYSIS

Kell on Earth: A content analysis of communication theories found within the television series.
Chelsea Bailey
Sheila Cost
Damara Simmons-McFerren
Georgia Southern University
 Kell on Earth is a reality show focused around Kelly Cutrone, the founder of People’s

Revolution. People’s Revolution is a public relations, marketing, and fashion based company

that has put on many fashion shows throughout its tenure. Cutrone has a very busy lifestyle and

has to manage her duties at work, her social life, as well as be a single mother to her young

daughter. During the show we have the opportunity to see the inner workings of Peoples

Revolution and learn what it takes to run a successful company in the public relations field.

Ultimately, we have a real world example of how these communication theories may be applied

while practicing Public Relations.

In order to assist us with completing a content analysis of the show, we used the public

relations model, conflict theory, media usage and gratification theory, agenda setting theory,

social learning theory, and the diffusion theory. With the PR model, we thought about the

publicity, public information, two-way asymmetrical and two-way symmetrical models. Within

the conflict theory, we had to decipher who was involved, what was the nature of the conflict,

and how it was solved. In the media usage and gratification theory we identified what media was

being searched for, whether the media was brand specific, and if product placement was being

used. The agenda setting theory discussed whether the practitioner set an agenda, or determined

what information was media worthy. The social learning theory asked if any habit forming

behaviors were established, and how they were influenced by the media and celebrity endorsers.

We also wondered if the behavior was emulated exactly as it was shown. Lastly, the diffusion

theory identified whether or not the behavior was adopted, and if the information was processed.

If the information was processed, we had to determine if all the steps were followed, which steps

were skipped, the expected response, and the actual response. After all these theories are
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analyzed, the theories will be evaluated within the Kell on Earth series.

Public Relations Model

The Public relations model is made up of four parts; press agentry / publicity, public

information, one way asymmetrical, and two way symmetrical. According to the text the press

agentry/publicity model uses persuasion to influence their audience to behave in a particular

manner. Public Information uses one way communication techniques, such as press releases and

media kits, to distribute information from the organization to the audience. The one-way

asymmetrical model influences the audience to behave in a manner desired from the

organization. This model does not, however, find out about the public’s opinion toward the

organization or their organizational decisions. The last model, two-way symmetrical, uses

communication between the organization and its publics to get feedback, resolve conflicts, and to

promote awareness of the organization and its goals.

Press agentry/publicity

Publicity may be most prevalent on “Kell on Earth” because she is a publicist and event

planner. The publicity model is most frequently used by publicist as they create publicity and

press opportunities for their clients to have exposure. An example of Cutrone creating publicity

and press opportunities for her clients is while she was planning and working at the Chado Ralph

Rucci fashion show. Cutrone had to make sure that her client, and his fashion show, was

adequately planned, promoted, and efficiently covered by the press during all of the festivities

(Cutrone & Cutforth, 2010).

Because the show took place during New York fashion week, Cutrone had to promote

and create a buzz for the fashion show, so that socialites and fashion editors would want to
attend. Later, at the fashion show, her client, Ralph Rucci, asked that all the press and media be

cleared from the backstage area. Though she had to honor the wishes of her client, she knew that

he still needed photographers and press people behind the scenes so she asked some of them to

stay. She made the decision to keep some of the elite publications on her own, because it would

benefit her client in the long run (Cutrone & Cutforth, 2010).

After the runway show was over, Cutrone took on her full publicist role as the press

crowed around Rucci and other designers on the line. She asked the press for interviews with her

client, and made sure that they were conducted in an organized manner. These examples of

publicity illustrate how Cutrone used her position to organize and produce the show, while

controlling the media, and ultimately, making the final decision to ensure her client received as

much publicity as possible (Cutrone & Cutforth, 2010).

The Genetic Denim fashion show utilized Cutrones public relations publicity model,

much like the Chado show. Cutrone had to plan and build momentum for the Genetic Denim

viewing, later on in fashion week. To prep for the show, Peoples Revolution sent out gift bags

for fashion editors and socialites that would be attending the show. Sending out samples is an

easy way to build brand awareness and gain publicity for the brand (Cutrone & Cutforth, 2010).

Two-way Symmetric

The two-way symmetrical model created an easier flow of communication between

Cutrone, her employees, and clients. When Cutrone and the Peoples Revolution team first

arrived to the Chado show, they made sure that his assistant knew exactly what was going on

with the seating issue. Cutrone asked Rucci’s assistant for any possible suggestions for fixing the

problem and extends her services and equipment to the check in crew to fix the situation. In this
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instance, Cutrone was using feedback from Rucci and the angry fashion show attendees to rectify

the madness during the check in process (Cutrone & Cutforth, 2010).

Another example of two-way asymmetrical model is when Stephanie Vorhees and

Stefani Skinner got into an altercation about the lack of communication between Vorhees and the

interns. Skinner expressed her feelings about Vorhees lack of initiative, and Vorhees expressed

her feelings about not having any leadership. Cutrone suggested the two find out what wasn’t

working and correct it, immediately. In this case, Cutrone acted as a mediator, making sure that

Vorhees and Skinner realized in the long run, the success of the clients viewing, was all that

mattered (Cutrone & Cutforth, 2010).

Public Information

When a model collapsed during the Genetic Denim viewing, the ambulance and fire

department reported to the scene within five minutes (Cutrone & Cutforth, 2010). Cutrone

immediately got on the head set and notified the other PR girls about what was taking place in

the crystal rain room. The other PR girls made sure that the attendees knew that everything was

okay with the model and the show would continue. After everything was alright with the model,

Cutrone went to the fire department and asked them to turn off their lights and sirens. The lights

and sirens would bring attention to the viewing and although those attending the show knew the

situation was under control, she didn’t want spectators to think that there was an issue inside.

Cutrone was using the public information model to inform the Genetic Denim attendees about

the situation, as well as removing attention from the incident by removing the fire truck lights

and sirens (Cutrone & Cutforth, 2010).

 Conflict Theory

According to the text, the Conflict Theory emphasizes the social, political, and material

inequalities of social groups. It also refers to tensions that exist within society due to conflicting

interests arising from different social positions. During the episode there were conflicts with

Emily (Kelly’s business partner) and people trying to get into the Chado Ralph Rucci show that

were not invited (Cutrone & Cutforth, 2010). She was frustrated from trying to get verified

guests to their correct seating arrangements (keeping individuals from problems) and there were

many people being placed in the wrong seats (the basic problem). The conflict left many of the

guests at the show unhappy because of the inconvenience and the fact that many people seated in

the wrong places were moved to different seats. In the end it resulted in People’s Revolution

being fired as a client.

Another conflict occurred when Stephanie Vorhees (an employee at People’s Revolution)

was not performing her job to the best of her abilities. It caused conflict between her and

coworkers because they were being forced to do unnecessary work to make up for duties she was

not fulfilling. At one point during the show she had an argument with Stephanie Skinner about

her responsibilities and simple tasks that she should know how to handle (Cutrone & Cutforth,

2010). She showed a lack of initiative to figure out simple things such as looking for things

around the office on her own.

While managing the interns Vorhees was responsible for having the interns put postage

stamps on invitations for the Genetic Denim Presentation, and she gave them 61 cent stamps

instead of the correct 44 cent stamps. This resulted in hundreds of invitations having the wrong

postage on them, and the interns having to go back through all of them to put the correct postage.
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Emily had to practice conflict resolution by pointing out that the two did not have time to waste

arguing about the stamps; the invitations needed to be re-stamped and sent out in time for the

presentation, which was only a day away. In the end everyone came together to complete the

tasks in order for the show to run more smoothly, and the show was a success.

Media uses and gratification theory

The supplementary text describes the media uses and gratification theory as the instance

in which people actively find and use the media to fulfill their needs. These needs may be

fulfilled by making a purchase, making a decision, and for entertainment. Media usage may be

brand specific and may utilize product placement in some instances.

The first example of the media uses and gratification theory was following the guest list

issue at the Chado fashion show. In an attempt to rectify the situation, Cutrone provided MAC

computers for checking in the fashion show guests. In this instance of product placement, the

MAC computers are used to symbolize a good, dependable brand (Cutrone & Cutforth, 2010).

Another instance of product placement is during the Genetic Denim fashion show.

Although Genetic Denim was a client, Cutrone took it upon herself to personally recognize the

fact that she loves the fit and feel of the Genetic Denim jeans on national television. This product

placement for the jeans and her client probably upped the popularity factor of the jeans because

they were placed on a nationwide media platform (Cutrone & Cutforth, 2010).

During New York fashion week, many people utilized the media usage and gratification

theory when they crashed the Chado fashion show. Few people were invited to the show, and

those who showed up unannounced sought out information about the Chado Ralph Rucci brand.

The brand has been publicized as an elite fashion brand, and the promotion for the fashion show
sparked the curiosity of all who attended the show, both invited and uninvited (Cutrone &

Cutforth, 2010).

Backstage at the Chado Ralph Rucci fashion show there was absolute chaos. When Rucci

expressed to Cutrone that he wanted everyone media related to exit the area, Cutrone sought out

only the best media publications to stay and take pictures. Some of these elite publications

included American Elle, Vogue, and the New York times. In this example, Cutrone actively

found the media she felt would best suit her client’s needs and allowed them to stay. The others

were forced to comply with her request and exit the backstage area (Cutrone & Cutforth, 2010).

Agenda Setting Theory

The Agenda Setting Theory says that mass media (mainly new media) have great

influence on audiences by making the choice of what stories to consider newsworthy, as well as

how much notice and space to give them. Practitioners set a mass media agenda for their publics

and determine what should be headline news. Kelly Cutrone did most of the agenda setting on

Kell on Earth as the founder of People’s Revolution. Their initial set agenda and priority was to

deliver a successful show during Fashion Week for designer Chado Ralph Rucci so that his

clothing line could be featured in many fashion magazines. She controlled the shots that

photographers took, and gave input on what photos should be included in magazines. Prior to the

show Kelly’s computer went down, losing a great deal of the seat assignments for the fashion

show. This caused commotion the day of the Chado Show; even though the show turned out

extremely successful, people were very unhappy and that made the designer unhappy (Cutrone &

Cutforth, 2010).

Another instance where in the Agenda Setting Theory took place during the episode was
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with People’s Revolution hosting the Genetic Denim Presentation for owner and creative director

Ali Fatourechi. People’s Revolution sent gift bags to editors of the Presentation with Genetic

products in them. Kelly helped coordinate what would be featured and modeled during the

presentation, and also helped to diffuse a situation so that it would not be an issue to overshadow

the presentation itself. During the show a model fainted in the main show room, and Kelly

helped keep media attention off of him (Cutrone & Cutforth, 2010).

Social Learning Theory

According to the text, people can learn by observing the behavior of others and the

outcomes of those behaviors; this is the Social Learning Theory. There were instructions given to

the interns about what they needed to do in the company. The behaviors were supposed to be

influenced by the endorsers/media because these are the people that the events were all about.

The interns did not follow many of the instructions given to them; particularly the instructions

that weren’t very specific to them. The interns did not emulate the instructions as they were told.

Kelly, the CEO of People’s Revolution had to even perform the last task herself because the

interns had done the task incorrectly. (Cutrone & Cutforth, 2010)

One instance where the Social Learning Theory was prevalent was when the interns were

told to set up gift bags for the guests of the show. The guests were the media/endorsers of the

event. The interns performed the job incorrectly and the job was done sloppy. The company was

fired from their customers of this event because of this. Kelly learned that she needs to make sure

that everything is planned and carried out correctly. (Cutrone & Cutforth, 2010)

Also, Stephanie Vorhees, (an employee of People’s Revolution), learned that she needs to

ask for details before she actually performs a job. This employee does not ask for directions very
often and when she does it’s as if she does not know anything about the subject at hand. Many of

the things that Vorhees asks are things that should be known to her because she has been an

employee of the company for a while. There is a situation in the show where Vorhees puts the

wrong dollar amount of stamps on the envelope and is asked to take it off and put a smaller

dollar amount on it. Vorhees does not know where the stamps are and does not actually remove

the stamps but puts the smaller dollar amount on it. This employee needs to learn by the Social

Learning Theory and she would learn many things in how to do her job. (Cutrone & Cutforth,

2010)

Another instance of this theory is when Kelly’s seating chart was destroyed when her

computer shut down suddenly. There were people that were in the event that should not have

been there. If Kelly would have just made sure that her records were backed up on more than one

thing, these people were not even allowed in the event, and this incident would not have

happened. So this is an instance where she learned from this event things that help her know how

to treat future events; this is a part of the Social Learning Theory. (Cutrone & Cutforth, 2010)

Diffusion Theory

Another theory that was prevalent in the show was the Diffusion Theory. According to

the text, in the theory, there are five parts: Awareness, Interest, Trial, Evaluation, and Adoption.

In the Awareness section, the idea becomes known by the person. This comes into play when

Kelly initially tells the interns the idea of the show and what is expected of them.

During the interest stage of this theory, the person is interested in knowing more about

the idea and seeks more information about the idea. This happens when Kelly relays information

to the interns and they become interested in what she is saying. This is shown many times when
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Kelly is giving instructions to the interns.

Trial is when the person actually puts the idea into action and tries it out with others. This

is when the interns take the instructions from Kelly and put them into action; as they did in

preparing the bags for the guests of the show.

The third section of the theory is evaluation. In this section, the person decides whether

the idea is right for him or her. This is when the interns decide what exactly is going on with the

show and decides if this is something that they want to participate in. Of course, the interns

really don’t have a choice in this stage because they are employees of the company. Although, if

they don’t want to participate or agree with the particular idea, they can relay their feelings to

Kelly of their complaints.

In the last stage which is adoption, this is where the person actually puts the idea in their

own behavior. This is when the interns present the final product of what they were asked to do in

that particular show. (Cutrone & Cutforth, 2010)

Every show in the program was set up in steps. The steps of each show should have been

checked for detail and maybe some of the things that happened incorrectly would have

happened. A model collapsed in one of the shows and maybe if all steps of checking the models

would have taken place; maybe he would not have collapsed. The Diffusion Theory is about

examining each step to make sure your product is the best that it can be. (Cutrone & Cutforth,

2010)

Another instance of the Diffusion Theory that I found in the show was when the Kelly

went into the streets and passed out promotional diamonds for their jean show. She should have

told the people that the diamonds were not meant to be eaten. One man that she gave the
diamond to thought the diamond was a pill and ate it. This would not have happened with proper

explanation of the diamond. The diamond was meant for the adoption part of the theory.

Adoption, meaning people actually coming to the show. The adoption process is the last step of

the Diffusion Theory and most important in my eyes. This is when you know that your idea is a

success. (Cutrone & Cutforth, 2010)

There are many theories that can be identified throughout the series Kell on Earth. Each

theory was used in discussing its function in the practice of public relations, and all theories were

present in many instances during the episode. Kell on Earth was a great program to view in order

to analyze these theories, and the scale of public relations practices that are utilized at Kelly

Cutrone’s company, People’s Revolution. It is important to know these theories in order to be

able to recognize them and identify particular characteristics associated with them. This will

make practitioners better at their jobs, as well as more knowledgeable in the field.

References

Cutrone, K., Cutforth, D., Lipsitz, J., & Taylor, B. (2010). Season 1, Episode 2

[Television series episode]. In Kell on Earth. New York City: Bravo.

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