I take the science with a pinch of salt (it’s a classic publicity stunt), but Borkowski is worth listening to on fame and celebrity publicity as he updates Andy Warhol’s concept of 15 minutes of fame:
Madonna is an excellent example of a celebrity working the fame formula to perfection. From her early days as a sharp-witted 80s party girl, she has moved onwards and upwards in her quest to stay famous, creating controversy through videos of her kissing a black Jesus, her Sex book and her flirtation with lesbianism, changing style for every album, acting parts in movies, adopting children, writing books for children and becoming a member of the English landed gentry by dint of marriage and money. Even her sporadic film roles, lambasted though many of them have been, are part of her success. Each new innovation has caused her fame to spike and kept her in the media spotlight.