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A Short History of the Micro-celebrity

In the future everyone will have 15 minutes of fame

What are they?

In the future everyone will be famous to 15 people

Okay, but what does that actually mean?

The term microcelebrity was coined by Senft (2008) as the commitment to deploying and maintaining one’s online identity as if it were a branded good.

Abidin (2015) has extended the definition of microcelebrity to ‘influencer’

Every day internet user who accumulates a large following

Across multiple social platforms

Engages online and offline with audience

Monetises their following through advertorial content

Surely there were influencers prior to this?

Being predominately female industry these behaviours didn't previously get academic (predominately male industry) recognition.

The rise of 'produsage'

What do they actually do?

You can't use a social media platform without producing on it. Even if they just means like and comments.

Passive consumption is a thing of the past!

What does that mean for them?

While the platform is new, we've seen these techniques before

The term para-social relationships is used to describe the illusion of intimacy a radio or television presenter would give their mass audience as they imitated a face-to-face interaction.

Often conveyed through...

Casual conversational language

Inside jokes

Vulnerability

This would make devotees of the show come to believe they knew the persona more profoundly than others do.

The hierarchy of comms is removed and para-social relations has evolved

Para-social relations had evolved due to the democratic and equalising infrastructure of social media affordances that stimulates influencers and followers to co-produce and shape conversation.

The term ‘perceived interconnectedness’ was coined which describes the relationship between microcelebrity and audience member.

Those who don't maintain the bi-directional flow of communication with their audience are deemed inauthentic.

Cam Girls

Bloggers

“identity, once believed to be the property of the bearer, now belongs to the perceiver”

What are some examples?

Viners

Streamers

Instagramers

Vloggers

Do you know the 16K of YouTubers that have +1M subscribers?... Didn't think so...

YouTubers are expected to diversify... even if they're not particularly talented at that field

TikTokers

TikTok takes the best parts from those before it

Recomme-ndation algorithm

In-feed short content

Video only

Mobile First platform

Mirror Neurons which are thought to exist in the brains of all primates. As we watch another person perform an action, mirror neurons fire throughout the motor cortex to map that movement onto our own bodies.

Recommendation algorithm weigh's the below based on the value to the user.

  • User interaction
  • Video Information
  • Account settings

Unique Connectedness

Accessibility & Low Production Value

OnlyFans

75% increase in sign ups and 150,000 new users daily.

Three part revenue model

Subscription Fee

Tips

Pay Per View

Once was marginalised, now gentrified.

Blac Chyna

Cardi B

Bella Thorne

Ex-Disney star - Researching upcoming role

Ex-sex worker & Model - facing custody battle with Rob Kardashian

Ex-sex worker & Rapper - Publicity stunt to promote new single

Many trends begin in marginalised communities

Will other platforms adopt the OnlyFans model?

What do you think?

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