Mark Borkowski has a new book coming out called The Fame Formula and he’s written an article on this theme in today’s G2 section of the Guardian newspaper.
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.
PR Studies 
No matter how solid the formula is, there is always a wildcard factor. It can be charisma, the overall posture and approach to problem, the credibility of one’s actions and so on.
So I’m bookmarking this one under “stuff to draw ideas from”, and not to take to the letter.
Absolutely Bruno, I agree.
And Richard – you are the first person to comment sensibly on this story which is all over the place today. You’re spot on about it (the formula) being a stunt, but it seems like no journalists have gone beyond that. It IS a fabulous and controversial hook for a story – Borkowski did very well.
The actual book ( http://www.thefameformula.com )looks quite good anyway, i may get a copy
hey… c’mon now, Madonna can hold her own on the screen- lest we not forget: A League of their Own-! Dick Tracy!
;p