Introduction

Abstract

Although the early conversations of microcelebrity centered on Anglocentric theories and context despite the varied backgrounds and cultural context of microcelebrity, this compilation of chapters seeks to assess and reframe the applications and uptake of microcelebrity around the world. Each of the chapters in this anthology contribute to expand the theoretical concept and contextualize the history and cultural affairs of those who are famous online. The case studies provide examples of how a microcelebrity emerges to fame because of their exposure and interaction within a group of niche users, a specific online community, or a specific cultural and geographical context through the social networks that emerge online. Academic scholarship on microcelebrity has crossed methodologies, disciplines and platforms demonstrating the wide appeal as the influence of these figures are on the rise. As preparation for the reader, this chapter offers a brief history of current scholarship, with an emphasis on shifting knowledge production away from an Anglo and Global North perspective. The introduction chapter serves as a road map for the reader breaking down each of the three sections of the booknorms, labors, and activism. Lastly, the coeditors have outlined different ways to read the text group chapters according to reader interest.

Partners or workers? Mexican app deliverers on YouTube and TikTok

“…Some began 3 years ago and gradually built up their number of subscribers and hits. Then, many became “micro-celebrities” (Senft, 2013) by constantly posting their daily experiences and interacting with their audiences in video comments (Abidin and Brown, 2019). These channels provide significant relevant information about their daily tasks and how delivery workers deal with the difficulties and dangers of their jobs.…”