Meghan Markle is 'firmly anti-royal' says Angela Levin
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Meghan Markle and Prince Harry are trying to appeal to US audiences by launching their new brand with an “underdog narrative” which is known to succeed in contemporary consumer culture. According to a royal expert, the couple have incorporated a “sense of victimhood” into the launch of their new media ventures and organisation Archewell, in order to rival the Royal Family.
Pauline Maclaran, author of ‘Royal Fever: The British Monarchy in Consumer Culture’, told US Weekly: “I think the one thing that’s come out of this, is that they have fairly successfully launched their brand as a kind of rebel royal brand.
“The underdog narrative that they put across is a very well-trodden narrative that succeeds very much for brands in contemporary consumer culture.
“Everybody likes the underdog, everybody likes to vouch for them.
“So in setting themselves up the way they have in the US, I think they’re repeating that narrative with the way Harry’s blaming the royals. They’re both blaming royals in different ways.”
She added: “There’s a sense of victimhood and that they’ve had to overcome these challenges.
“So for them, I think it’s quite a good story, it’s quite a good way to build their audience in the States.”
Following their move to California last year, the couple launched their new non-profit organisation Archewell.
Archwell aims to focus on issues such as conservation, female empowerment, gender equality, and mental wellbeing.
Meghan and Harry had created the brand ‘Sussex Royal’ during their time as working members of the Royal Family, however, it was agreed in their Megxit deal that this company would cease to exist.
Since its establishment, Archewell has partnered with World’s Central Kitchen and has opened four community relief centres.
It has also launched Archewell Audio and Archewell Productions, in conjunction with Spotify and Netflix.
This formed part of a £100million deal between the Duke and Duchess of Sussex and the multi-billion-pound streaming giants.
The couple will produce and appear in documentaries and scripted series whilst also hosting their own podcast for Spotify.
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Prince Harry has also recently appeared in the Apple TV+ series ‘The Me You Can’t See’, which he co-produced with Oprah Winfrey.
He openly spoke about his struggles with mental health and accused the Royal Family of “total neglect” in their approach to understanding emotional struggles.
Since leaving the Royal Family, Prince Harry has conducted a number of high-profile interviews where he has spoken unfavourably of his time as a working royal.
His and Meghan’s tell-all interview with Oprah in March caused a PR crisis for Buckingham Palace after the couple accused an unknown member of family of racism and said The Firm had ignored their pleas for mental health support.
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