He made the gossip headlines because of his love life. Then they turned on him because he's not winning. It's a matter of perception. They say he's cocky, confident, a jerk or arrogant. Even politicians get sacked.
Politicians love power and power breeds arrogance.
The mega stars are fighting it by selling the rights to their private moments, like weddings. Julia Roberts tries to control the gossip, like Oprah Winfrey, by controlling who gets in the inner circle and what gets out. She's very aware of her status in the world. Oprah's fans want to be behind the scenes because she's glamorous, rich and ultra famous. Tabloid pictures of her farmhouse in Indiana and her vacation overseas connect the fans.