Brangelina: The End of an Era

happy-aniston

It’s official: Brangelina is over. Cry, yell, scream, do whatever you need to do to get over the fact that Hollywood’s favourite power couple is getting divorced. I, for one, will not shed a tear. Rather, you’ll find me sitting in front of my computer, popcorn in hand.

Over the past few weeks, I’ve gone through countless BuzzFeed articles featuring Jennifer Aniston memes, scrolled through Twitter reaction and analyzed possible divorce scenarios. Did Brad really get into a physical altercation with his son, Maddox? Does he really have drug, alcohol and/or anger management issues? How did Angelina, who supposedly initiated this entire process, keep everything under wraps? This is ‘Gossip Christmas’, as my favourite gossip maven, Lainey Lui, likes to call it.

The one aspect of this situation that fascinates me is the public relations (PR) angle. I recently learned that Angelina doesn’t actually have a personal PR expert. Without the use of social media, she has been able to control her message, a tactic that I’ve found to be extremely effective. She made sure to establish the fact that she was the one who filed for divorce.

As of current writing, I would conclude that Jolie has the slight upper hand. For starters, she has temporary custody of her kids (a big plus) and was able to mobilize quickly before making the official announcement. She stayed away from the press, lying in wait for the initial shock/surprise to blow over. Most importantly, she dropped the news after Emmy Awards weekend, when there was a lull in celebrity news.

By now, you must think that I’m a disciple of the Angelina Jolie School of PR. You’re not wrong. When it comes to celebrity divorces, I’m all for the drama, but to be completely honest with you, it’s the media manipulation that I really care about.

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