User:Sxviix/Internet celebrity

History [edit]

In 1991 with the wide public availability of the Internet and the World Wide Web, numerous websites were created to serve as forums for topics of shared interest. In some topic areas, this allowed users to get advice and help from experienced users in that field, which helped gain the type of information that was typically lacking in mainstream print media or corporate websites. Dedicated social media sites arose from these, where users could create profiles and make friends with other users; the first such social media site was SixDegrees.com in 1997. Similarly, websites that supported blogging arose around 1997, and gave a means for users to post long-form articles and stories of their own. Since then, forums, social media, and blogging have become a central part of communication, social life, businesses, and news publishing. Popular social media platforms include Facebook, Instagram, Snapchat, TikTok, Twitter, WeChat, WhatsApp, and YouTube.

There is a lot of debate revolving around the idea of whether social media influencers can actually be coined as celebrities, as their rises to fame are often less traditional and some may argue, easier. Melody Nouri talks about the differences between the two types in her article: "The Power of Influence: Traditional Celebrities VS Social Media Influencer". She also mentions the differences of the social impact these online influencers have. Nouri believes it is more damaging for young impressionable audiences on social media platforms, more than on previous media from the past: such as magazines, billboards, adverts and tabloids that feature celebrities. It is deemed easier to manipulate a certain image and lifestyle online, that viewers are prone to believe in.

Influencers and marketing networks [edit]

The attractiveness of celebrities to everyday society creates that trust and confidence in which consumers translate into the credibility of the products being promoted. A 2001 study from Rutgers University had found that people were using "Internet forums as influential sources of consumer information". This study suggested that consumers were using Internet forums and social media to make purchasing decisions over traditional advertising and print sources. The more personable an influencer is with their audience by engaging with them, the more encouraging they would be to purchase a product.

Companies nowadays are more concerned with feedback and comments they receive from their social media platforms, because consumers believe other consumers. Many rely on reviews to convince them to buy something. One bad review can cost a business a lot of revenue. A typical method of marketing between the influencer and the audience is "B2C marketing". B2C marketing, meaning Business to Consumer marketing, entails the strategies in which a business would undertake in order to promote themselves and their services directly to their target audiences. This is typically through the advertising and creating content through the influencer themselves. The intention is that their followers who relate or look up to certain influencers will be more inclined to purchase an item because their favorite 'Internet celebrity' recommended it. Internet celebrities typically promote a lifestyle of beauty and luxury fashion and foster consumer–brand relationships, while selling their own lines of merchandise.

The early 2000s saw corporate attempts to use the Internet for influencing, where some companies engaged with forums for promotion or to offer bloggers free products in exchange for positive reviews. Some of these practices were considered unethical. The early 2000s saw corporate attempts to use the Internet for influencing, where some companies engaged with forums for promotion or to offer bloggers free products in exchange for positive reviews. Some of these practices were considered unethical.

Self-branding [edit]

Self-branding, also known as personal branding, describes the development of a public image for commercial gain or social or cultural capital. The rise of social media has been exploited by individuals seeking personal fame and product sales. Platforms such as Instagram, Snapchat, VSCO, TikTok, and YouTube are the most common social media outlets on which online influencers attempt to build a following. Fame can be attained through different avenues and media forms, including art, humor, modeling, and podcasts. Marketing experts have concluded that "[people no longer] need to be familiar with complex coding languages or other technicalities to build websites because virtually anyone can upload text, pictures, and video instantly to a site from a personal computer or phone. With technological barriers crumbling, the web has become the perfect platform for personal branding".

Types [edit]

Depending on their rise to fame, Internet celebrities may reach their audiences in different ways. Millions of people write online journals or blogs, but most fail to become Internet celebrities. This is due to the volume of online creators, due to certain social media platform's algorithms, it is difficult for smaller bloggers to get more online coverage. In many cases, content does not reach a large audience and maybe intended for a smaller, niche audience. If a creator has or develops a distinctive personality, it may bring them more notoriety than their content does.

In some cases, people might rise to fame through a single viral event or viral video. The Internet allows videos, news articles, and jokes to circulate rapidly. Depending on its reach, the content may become an Internet meme. For example, Zach Anner, a comedian from Austin, Texas, gained worldwide attention after submitting a video to Oprah Winfrey's "Search for the Next TV Star" competition. We often see this as well from a variety of other talk show hosts such as, Ellen DeGeneres, Jimmy Fallon, Jimmy Kimmel, or James Corden, who feature viral individuals on their shows. Viral videos from internet celebrities could entail a funny event happening in the moment, a popular new dance, or even a post on twitter, such as the "Alex from Target" tweet in 2014. A young girl posted a photo of a Target employee who she thought was attractive, which went viral immediately and grew his following from 144 followers to 600,000. He was then interviewed on multiple talk shows and recognized in public by fans. People can also become Internet celebrities through popular meme posting, whether they are the memes themselves or they are creating content. It can be deemed as a reaction image, video, or a GIF. The meme can convey a message of feelings and emotions where an individual may have the desire of sharing on the Internet.

The Internet celebrity concept echoes Andy Warhol's famous quote about 15 minutes of fame. A more recent adaptation of Warhol's quote—possibly prompted by the rise of online social networking, blogging, and similar online phenomena—is the claim that "In the future, everyone will be famous to fifteen people" or, in some renditions, "On the Web, everyone will be famous to fifteen people." This quote, though attributed to David Weinberger, was said to have originated from the Scottish artist Momus.

Internet celebrities or influencers, can be broken into five different sizes: Nano, Micro, Macro, Mega, and Celebrity. Nano influencers generally have under 5,000 followers on Instagram. Micro influencers have between 5,000 and 100,000 followers on Instagram. Micro influencers are often seen as more trustworthy and relatable, making it easier for followers to perceive an interpersonal connection with them than with Mega Influencers. Macro influencers have between 100,000 and 500,000 followers on Instagram. Mega influencers have between 500,000 to 5,000,000 followers on Instagram. And finally, Celebrities are defined as having over 5,000,000 followers on Instagram. Given that influencers make a living from being celebrities popularized on the Internet.

Cancel Culture [edit]

Cancel Culture is a form of Ostracism where an individual is excluded out of social of professional circles due to past or present actions or allegations. The act may occur on social media platforms or in person. Cancel culture is a common term among Internet celebrities where they may lose their source of income, fans, or reputation due to their controversial actions. For example, Beauty Guru Youtuber Jeffree Star has faced many allegations and controversies in his career which include cyberbullying, vocally expressing racist remarks and slurs, etc. On July 10, 2020 the makeup brand Morphe cut ties and ceased all makeup collaborations with Jeffree Star due to his problematic past resurfacing.

See also [edit]

• Celebrity culture
• Celebrity philanthropy
• Charity dating
• Comedian
• Conspicuous consumption
• Conspicuous leisure
• Internet activism
• List of Internet phenomena
• Net idol
• Role model
• Socialite
• Usenet celebrity
• Virtual YouTuber
• Vlogger
• Parasocial interaction
• Cancel culture
• Influencer marketing
• Social media marketing