Lives of the famous and the rich are no longer inexplicable or mysterious; they are out in the open for everyone’s consumption. In the contemporary world, being popular implies agreeing to surrender one’s privacy to a great range. Social media has enabled an ordinary individual to become the celebrity they often admired. Even in the early 1990s, the line between obscurity and fame was easy to get, this was prior to the arrival of Kim Kardashian and Paris Hilton when one was mostly known for being a pundit, politician, sports star, or an actor (Hilton, 2018). There were various ways to celebrity, but they all entailed making contacts, going through managers, and “getting a big break”. One got their big break, they became a public figure, and then they gained popularity.
Nevertheless, the rules have been changing, and social media and the emergence of smartphones have considerably changed how celebrities are treated and how individuals get the immense platform of popularity. Greenwood (2018) denotes that the traditional rules do not work. Starlets’ failures are not hidden by propagandists, they are zealously documented by gawkers and the celebrities themselves on the internet. In the 1990s, President Clinton was caught up in a sex indignity as a result of DNA evidence and audiotapes. In 2011, Anthony Weiner’s disgraceful “Weinergate” humiliation spread-out on Twitter.
Social media has progressively become an important element of our everyday lives. It is resulting in the establishment of a global site to generate content (media). The mainstream of us has heard accounts of individuals who created blogs, online video channels, or podcasts and acquired a following in due course. We are aware that a chance for anybody to “be known” is obtainable to those who choose to become a celebrity or famous. The notion of being a celebrity has been re-defined and, therefore, this novel generation celebrity is currently more obtainable (Goh, Xin, and Jin, 2019). Celebrity is no longer aloof for sports personalities, politicians, singers, or actors. Celebrity at a primary level, merely implies “being known” amongst a group of persons and having a specific perspective that others admire. The concern for anyone desiring to be on that class is to identify effective ways of using it to their advantage.
According to Ebrahimi, ShafieiBavani, Wong, and Chen (2018), a celebrity conventionally denotes to an exclusive individual who has a wide acquaintance through various kinds of conformist media platforms such as movies, newspapers, and the like. The internet then altered the definition of celebrity granting it novel features; we beheld an entirely fresh set of celebrities who became popular by acting, dancing, blogging, etc. We perceived the birth of the phrase “internet celebrity”. It was the initiation of the age when anybody and everybody had the opportunity to be famous about nearly anything!
Social media has not just changed the face of communication over time but likewise assisted giving a character to a face. Formerly we had very limited information through newspapers, tabloids, interviews, etc. Twitter has been a great game changer in this drift. Facebook has turned out to be a platform to discourse more on personal life whereas Twitter has turned out to be a platform that is more interactive to create communication with followers minus the fear of giving off all confidential information (Ali, Gjylbegaj, and Balfagieh, 2017).
But the lives of celebrities do not just collapse on the internet platforms, platforms such as Instagram, Twitter, and Facebook could similarly catapult individuals to levels of popularity they would otherwise never attain. The popularity of Justin Bieber is one instance of becoming known through online presence (Hilton, 2018). The teen dream got his inception by posting videos, not by passing through the teen pin-up machine. Bieber jumped to the greatest level of popularity conceivable, and he is not alone. Many individuals have used social media to shape out edges for themselves merely on the power of their photos or tweets; for example, Megan Amram is currently a famous TV writer for Parks and Recreation, but she got into screenwriting through Twitter. After graduating from Harvard in 2010, she opened an account on Twitter that was very funny that she got more than 90,000 followers, which resulted into paid writing occupations. She currently has approximately 350,000 followers (Greenwood, 2018). Fashion blogging, Vlogging, and the like have become profitable professions mostly as a result of the inception on social media. The brand is similarly adapting to this fresh drift and taking the mandatory effective outlooks for recall and brand management.
Ordinary people who do not get social media popular are still leaving their mark on popular culture by using the internet to disseminate photos and stories about celebrities. Unprofessional photographers and gossip connoisseurs with smartphones are encroaching on the conventional paparazzo market by selling their iPhone-captured photos, and undervaluing the cost of photos by sharing them at no cost on the internet (Goh, Xin, and Jin, 2019). And whereas celebrities are more overran than ever, they similarly have Twitter and other platforms to express their resentment directly and publicly.
Paparazzi upped their game of stalking significantly in the past few years, moving from Pink Panther to SWAT team rank, Digital Trends lately interrogated a paparazzo who hung out of a plane to photograph Brooke Shield’s marriage ceremony, and things have just worsened, with one paparazzo dying in quest of Justin Bieber (Ebrahimi, ShafieiBavani, Wong, and Chen 2018). Besides becoming more tenacious and aggressive, paparazzi both amateur and professional benefit immeasurably from social media and the rise of smartphones. People used to purchase expensive cameras to get the photos, but currently, they simply require an iPhone and a capacity for noticing celebrities.
Platforms such as Instagram and Twitter function as self-publishing implements and virtually everybody in North America owns phone cameras with impressive pixel resolutions and strong zooms, with a capacity to take photos good enough to be seen on the covers of magazines or at best the internet. This implies that celebrities could get photographed anytime, anywhere. Shying off the disquieting light from a trivet camera’s colossal flash is a lot dissimilar than ducking somebody secretly capturing an image of you on a grindstone at the gym. On Instagram alone, there are more than 1,000 pictures captioned with #celebsighting, and the mainstream of them snap unsuspicious celebrities doing ordinary stuff (Ali, Gjylbegaj, and Balfagieh, 2017). Most of the pictures are ordinary, but still the kind of thing one would pay to see in celebrity lifestyle magazines. Those magazines are still in existence, but the internet enables anybody and everybody to publish chin wag information, so rather than having a few sites to see such pictures, there are numerous. And anybody with a Twitter account could contribute to the mix of pictures.
So, social media and a continuously linked culture have stimulated three considerable changes to celebrity; platforms such as YouTube, Twitter, Instagram, and Facebook give ordinary individuals a chance to acquire popularity, and they similarly give diligently watched celebrities a chance to interact with fans and air their complaints. And our share-all culture implies that ordinary people will probably remain to supersede outdated paparazzi. This implies that is it easier than ever to gain fame, but more of a difficulty to preserve one’s discretion once they become the topic of investigation. However, the notion that selfies and tweets could make one popular merely strengthens the narcissistic aspect of social media. Individuals are leading their lives as if they are already popular because it is easier to make a fuss of digital daydreaming if one tells their selves everybody desires to know of the finer points of their life (Hilton, 2018).
The effect of social media giving too much attention to celebrities can have both positive and negative impacts. Some audience spends too much of their time being obsessed with and addicted to what social media is attempting to inform them on their adored celebrities, and some celebrities are experiencing a difficult time being exposed by social media. On the contrary, some individuals could see a chance of becoming popular by using social media. Social media could similarly be of benefit to celebrities as they are being role models to the audiences, however, others may show inappropriate mannerisms to the public. There is nothing wrong with social media, however, the audiences should be vigilant not to get too passionate with them and appraise what social media is attempting to inform since some of it may contain irrelevant information.
Ali, M. S. S., Gjylbegaj, V., & Balfagieh, M. (2017). The Effects of Using Social Media Celebrities for Product Endorsements. International Journal of Arts & Sciences, 10(1), 339–350. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&db=aph&AN=127758627&site=ehost-live
Ebrahimi, M., ShafieiBavani, E., Wong, R., & Chen, F. (2018). Twitter user geolocation by filtering of highly mentioned users. Journal of the Association for Information Science & Technology, 69(7), 879–889. https://doi.org/10.1002/asi.24011
Goh, T.-T., Xin, Z., & Jin, D. (2019). Habit formation in social media consumption: a case of political engagement. Behaviour & Information Technology, 38(3), 273–288. https://doi.org/10.1080/0144929X.2018.1529197
Greenwood, D. N. (2018). Fame, Facebook, and Twitter: How attitudes about fame predict frequency and nature of social media use. Psychology of Popular Media Culture, 2(4), 222–236. https://doi.org/10.1037/ppm0000013
Hilton, H. (2018). 8 STARS Doing Social Media. Dance Spirit, 22(10), 44–45. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&db=ibh&AN=133082770&site=ehost-live
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