Microcelebrity and Digital Media

  • Peter Mikuláš Constantine the Philosopher University in Nitra, Slovakia
  • Oľga Chalányová Constantine the Philosopher University in Nitra, Slovakia
Keywords: microcelebrity, microfame, online celebrity, digital media, marketing

Abstract

The paper deals with the phenomenon of microcelebrity as a trans- formation of celebrity culture stimulated by an evolution in the me- dia. Digitalization and technological convergence enforced possibili- ties of self-presentation of individuals online. Most often this category includes bloggers and vloggers, who use their online contributions to gain online fame, or so called microfame and aspire to celebrity status. These personalities are important not only for media, but they are also marketing phenomena associated with a number of innovations in the process of interaction with the target groups.

Author Biographies

Peter Mikuláš, Constantine the Philosopher University in Nitra, Slovakia

Doc. PhD, professionally deals with the marketing aspects of ce- lebrity culture, especially with the celebrity endorsement. Another part of his research field deals with the creation and analysis of new genres in audiovisual media, including reality TV. His works were published in the USA, Germany, France, Denmark, Poland and other countries.

Oľga Chalányová, Constantine the Philosopher University in Nitra, Slovakia

Post­gradual student at the Department of Mass Media Com- munication and Advertising, Faculty of Arts, Constantine the Philosopher University in Nitra, Slovakia. In her scope of research she focuses on celebri- ties as cultural and marketing phenomenon. She also deals with social media as a self­presenting digital marketing tool.

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Published
2017-09-30
How to Cite
[1]
Mikuláš, P. and Chalányová, O. 2017. Microcelebrity and Digital Media. Perspectives on Culture. 18, 3 (Sep. 2017), 67-78.
Issue
Vol. 18 No. 3 (2017): Online Search for Faith
Section
Areas of Cyberculture

Copyright (c) 2017 Akademia Ignatianum w Krakowie

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Autor, zgłaszając swój artykuł, wyraża zgodę na korzystanie przez Wydawnictwo Uniwersystet Ignatianum z utworu na następujących polach eksploatacji:

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