The Democratization of Celebrity: Mediatization, Promotion, and the Body

Driessens, Olivier

doi:10.1002/9781118475089.ch20

Cited by 9 publications

(9 citation statements)

References 25 publications

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“…Online spaces like YouTube and Twitter offer ordinary people the opportunity to accumulate "attention capital" (Van Krieken, 2012). These opportunities have been brought to attention in academic debates and also inspired the establishment of new concepts to understand such celebrity practices, for instance "microcelebrity" (Driessens, 2016;Marwick & Boyd, 2011), "instafame" (Marwick, 2015), "entrepreneurial vloggers" (Burgess & Green, 2009b), and "DIY-celebrities" (Turner, 2014).…”

Section: Celebrity Culture and The Phenomenon Of Youtubersmentioning

confidence: 99%

“…Marketing theories on celebrity endorsement commonly stress the value that celebrities give to the advertising message or product in the form of attention, trustworthiness, attractiveness, and varieties of cultural meaning, which can affect consumers' brand attitudes and purchase intentions (McCracken, 1989;Nanda & Khandelwal, 2017). However, researchers also suggest that engaging in endorsement is a mutual phenomenon in the sense that it also can be valuable for the celebrity brand (Bergkvist & Zhou, 2016;Driessens, 2016). Djafarova and Rushworth (2017) make a distinction between traditional and nontraditional celebrity endorsement in online media, where nontraditional endorsement is found among bloggers and YouTubers.…”

Section: Celebrity Endorsement and Social Media Influencersmentioning

confidence: 99%

“…YouTubers can be understood as microcelebrities, that is, often ordinary people who have gathered a substantial number of followers or subscribers on social media platforms (Driessens, 2016). Despite being an important part of children's media usage, and, hence, of children's everyday lives and contemporary childhood, there are few studies on the topic of children and YouTubers.…”

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confidence: 99%

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Making sense of YouTubers: how Swedish children construct and negotiate the YouTuber Misslisibell as a girl celebrity

Martínez

Olsson

2018

Journal of Children and Media

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When children use the Internet, they commonly choose to watch their favorite YouTubers. In this article, we aim to deepen the understanding of how children make sense of YouTubers as a phenomenon, and the role of microcelebrities in children's everyday life. The study is based on group interviews with 9-and 12-year-old Swedish children, and pays specific attention to how they make sense of the video "♥Pin up tutorial (JFR.SE)♥," produced by the YouTuber Misslisibell. In the analysis, we explore how the children construct and negotiate Misslisibell as celebrity, celebrity endorser, and young girl. Particularly salient were children's negotiations around the YouTuber's celebrity status, children's normative discussions around Misslisibell's YouTube practices related to her young age, and children's various interpretations of the video as advertising, "tips," and as a space for learning. These multifaceted and sometimes contradictive ways of making sense show the multiplicity of meanings YouTubers have for children.

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Section: Celebrity Culture and The Phenomenon Of Youtubersmentioning

confidence: 99%

Section: Celebrity Endorsement and Social Media Influencersmentioning

confidence: 99%

mentioning

confidence: 99%

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Making sense of YouTubers: how Swedish children construct and negotiate the YouTuber Misslisibell as a girl celebrity

Martínez

Olsson

2018

Journal of Children and Media

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“…Micro celebrities are also defined as digital celebrities or online social media phenomena (Mikuláš & Chalányová, 2017:68). The micro celebrities who are actually "ordinary persons" earned a reputation on the Internet due to their sharings on social media platforms like Instagram and Twitter (Driessens, 2016:378) form a new online performance style that includes increasing the popularity of some persons on the Web by way of using technologies such as video sharing sites, blogs and social networking sites (Senft, 2008:25).…”

Section: Literaturementioning

confidence: 99%

Role of Credibility of Phenomena in Attitude Toward Advertising

Deneçli¹,

Deneçli²

2019

TOJDAC

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Having a huge transformation in conjunction with transition from Web 1.0 to Web 2.0, the Internet gave rise to emergence of micro-celebrities called phenomena and led the concept of influencer marketing which uses these celebrities as the basic decision makers to gain popularity among today's marketing activities. Many studies reveal that the phenomena (influencers) acting as "senders" in online marketing activities influence their followers and activate them in desired direction. In the present study conducted in this direction, the impact of the credibility, attractiveness, expertise and trustworthiness of the phenomena on the attitude toward advertising was examined. The research was done on university students. The correlation analysis made in the study to reveal if there is a significant correlation between the credibility dimensions of attractiveness, expertise and trustworthiness of the phenomena and the attitude toward advertising shows that there are significant correlations between all three dimensions and attitude toward advertising (r=0.46, p<0.01 for attractiveness; r=0.26; p<0,01 for expertise; r=0.31; p<0,01 for trustworthiness). Furthermore, the results of the research show that only the attractiveness dimension of the phenomena among their credibility dimensions (attractiveness, expertise, trustworthiness) has a significant impact on the attitude toward advertising.

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“…But as Sharon Marcus (2015: 49) has recently argued, the opportunities provided by new media, while by no means eliminating the status hierarchies that attach to older forms of celebrity, have made it significantly easier for "fans to address celebrities, celebrities to address fans, and fans to address one another"--and for fans to become celebrities, even if few ever do and celebrity still remains "an exclusive status reserved for a very few people, a status that many people imagine they would like to possess but [most of them acknowledge] they won't obtain." Notwithstanding, recent evidence suggests there is an increasing democratization of celebrity that has similarly closed the gap between human and animal celebrities, while the rapid development of new technologies has also effected a transition from the human/animal celebrity as fetish object--which theorists such as Kelli Fuery see as being characteristic of "old" media--to the fetishization of celebrity status, which may be conferred upon celebrities, celebrity-followers, and follower-celebrities alike (Fuery 2008: 139; see also Driessens 2015).…”

Section: Richard O'barrymentioning

confidence: 99%

Killers: Orcas and Their Followers

Huggan¹

2017

Public Culture

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Orcas are among the world’s most charismatic animals, combining grace and power, violent when they need to be, but rarely toward humans and never in the wild. Attacks on humans have been restricted to captive orcas, opening up widespread discussions on the ethics of marine-mammal captivity and prompting major changes to the North American orca-display industry, as represented by corporate giants such as SeaWorld. Orcas are now more likely to be followed online than watched either in captivity or in the wild, with some individual orcas becoming celebrity targets for activist campaigning. This article assesses some of the different ways that orcas are being “followed” today, showing how the figure of the celebrity orca offers an opportunity to reflect both on the performative nature of celebrity and on the continuing human exploitation of performing animals, which is tied in with the depredations of the modern corporate world.

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The Democratization of Celebrity: Mediatization, Promotion, and the Body

Cited by 9 publications

References 25 publications

Making sense of YouTubers: how Swedish children construct and negotiate the YouTuber Misslisibell as a girl celebrity

Making sense of YouTubers: how Swedish children construct and negotiate the YouTuber Misslisibell as a girl celebrity

Role of Credibility of Phenomena in Attitude Toward Advertising

Killers: Orcas and Their Followers

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