Pub Date : 2018-10-23DOI: 10.1108/978-1-78756-749-820181009
Vimviriya Limkangvanmongkol, C. Abidin
Abstract Around the mid-2000s, the first wave of young Thai women who attained fame organically on the internet emerged when their photos and profiles were widely shared by friends and fans in web communities and discussion forums. Comprising mainly of students, these women were known as “net idols” and celebrated primarily for their looks, as online conversations focused on their beauty, cosmetic and dressing skills, and overall pleasant appearance. Since then, some of these net idols have parlayed their online popularity into commercial exchanges and partnerships by advertising for clients, evolving into a commercial form of microcelebrity known as “influencers” (Abidin, 2016), while still others progressed into different forms of internet celebrity confined only to online fame as social capital without further tangible returns. In this chapter, we review the conceptual history of net idols and a subset of influencers known as “beauty bloggers” in Thailand, drawing on observations and content analyses of net idols’ Instagram posts, beauty bloggers’ Facebook posts, conversations from selected discussion boards, and popular sentiment about these internet celebrities in tabloids and online websites. Most of the content is originally in Thai and translated by the first author.
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Pub Date : 2018-10-23DOI: 10.1108/978-1-78756-749-820181014
Rukmini Pande
This chapter will consider the workings of microcelebrity in the context of an evolving Indian cyber public. In the contemporary moment, large-scale battles for control over the world’s youngest and increasingly digitally active demographic are in full swing – both by corporations like Facebook through efforts like Free Basics, as well as by ideologues who wish to mold the “idea of India” in certain ways. While digital spaces are often framed as liberating, there are also extremely strong conservative forces that are well established. It is within this context that I would like to examine the recent growth of the Indian online comedic scene whose popularity has increased by leaps and bounds. My particular focus will be the comedy collective of AIB (All India Backchod), who are most prominent on Youtube. This collective has garnered significant popularity through their deployment of viral comedic videos riffing off on various aspects of Indian society and have also made socially aware videos around hot button issues like gay rights and women’s rights. I would like to examine their treatment of gender and sexuality particularly in the context of it being made up primarily of straight men and how that has affected their engagement both with the content of their videos, as well as their ability to leverage their online visibility. I will be using ideas of postcolonial cyberspace as theorized by Nishant Shah (2015) as well as theorists of microcelebrity and the use of humor such as Theresa Senft (2013).
本章将考虑在印度网络公众不断发展的背景下，微名人的运作。在当代，为了控制世界上最年轻和日益活跃的数字人口，大规模的战斗正如火如荼地进行着——既有Facebook这样的公司通过免费基础等努力，也有希望以某种方式塑造“印度观念”的理论家。虽然数字空间常常被描述为解放，但也有极其强大的保守势力根深蒂固。正是在这种背景下，我想研究一下最近印度网络喜剧场景的发展，它的受欢迎程度突飞猛进。我特别关注的是AIB (All India Backchod)的喜剧团体，他们在Youtube上最出名。这个团体通过使用病毒式传播的喜剧视频来模仿印度社会的各个方面，并制作了关于同性恋权利和妇女权利等热点问题的社会意识视频，从而获得了极大的知名度。我想研究一下他们对性别和性行为的处理方式，特别是在主要由直男组成的背景下，以及这如何影响他们对视频内容的参与，以及他们利用在线知名度的能力。我将使用Nishant Shah(2015)提出的后殖民网络空间理论，以及微名人理论家和幽默使用理论家，如Theresa Senft(2013)。
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Pub Date : 2018-10-23DOI: 10.1108/978-1-78756-749-820181003
Angela M. Cirucci
Abstract In defining microcelebrity, media technologies are often described as integral to the self-branding process. This chapter argues that social network platforms are not social utilities, but, in fact, celebrification utilities. That is, they are programmed to necessarily brand users by extracting and filtering identifications to be easily consumed by advertisers, just as microcelebrities promote specific, “authentic” aspects of self that can be easily consumed by fans. Through a discourse analysis of Facebook’s functionalities and in-depth interviews with 45 emerging adults, I present an analysis of microcelebrity culture through the narratives of everyday users who are not actively involved in self-branding but are instead compelled by the site’s inherent design to unintentionally brand – they unknowingly align with corporation-like mission statements; ignore multiple, dynamic selves; and discard their right to anonymity.
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Pub Date : 2018-10-23DOI: 10.1108/978-1-78756-749-820181002
Sophie Bishop
Abstract The YouTube affordance of auto-generated textual closed captions (CC) is valued by the YouTube algorithm, and therefore spoken words in vlogs can be strategically used to optimize and orient videos and channels for search. In their blog, YouTube suggests that complicity with their desire for rich and accurate CC is rewarded with algorithmic visibility (YouTube, 2017a). CC metadata are therefore an example of the significant degree of pressure for vloggers (video bloggers) on YouTube to optimize their content down to minutia of self-presentations. In this chapter I analyze the practice of highly visible beauty vloggers to conceptualize vlogging practices that contribute to algorithmically readable CC text. I term this labor vlogging parlance. Vlogging parlance includes keyword stuffing, defined as inserting often-searched-for keywords into speech. It also encompasses the strategic verbal expressions, language choice, speech pace, enunciation, and minimization of background noise by vloggers. Vlogging parlance can be thought of as a microcelebrity (Senft, 2008) technique, deployed to attract attention and visibility in an information-saturated online “attention economy,” a system of value in which often “money now flows along with attention” (Goldhaber, 1997). The call to optimize speech ultimately places responsibility onto creators to ensure their videos can become visible, while assisting YouTube in developing search accuracy for their viewers. Furthermore, the Western-centric language affordances of CC, and the high valuation of English on the YouTube platform, are used as examples of how social media platforms can underserve differently abled and non-English speaking audiences.
摘要YouTube算法重视自动生成文本封闭字幕(auto-generated text closed captions, CC)的YouTube可控性，因此可以有策略地利用视频日志中的口语来优化和定位视频和搜索频道。在他们的博客中，YouTube表示，与他们对丰富而准确的CC的渴望共谋，将获得算法可见性的奖励(YouTube, 2017a)。因此，CC元数据是YouTube上的视频博主(视频博主)面临巨大压力的一个例子，他们需要优化自己的内容，直到自我展示的细节。在本章中，我分析了高度可见的美容视频博主的实践，以概念化有助于算法可读的CC文本的视频博主实践。我把这称为劳动视频的说法。视频日志术语包括关键字填充，定义为在语音中插入经常搜索的关键字。它还包括视频博主的战略性口头表达、语言选择、讲话速度、发音和最小化背景噪音。视频日志的说法可以被认为是一种微名人(Senft, 2008)技术，用于在信息饱和的在线“注意力经济”中吸引注意力和知名度，这是一种价值体系，通常“金钱现在随着注意力流动”(Goldhaber, 1997)。优化语音的呼吁最终将责任推给了创作者，以确保他们的视频可以被看到，同时帮助YouTube为其观众提高搜索准确性。此外，CC以西方为中心的语言支持，以及英语在YouTube平台上的高估值，都被用作社交媒体平台如何无法为不同能力和非英语受众提供服务的例子。
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Pub Date : 2018-10-23DOI: 10.1108/978-1-78756-749-820181013
Fatima H. Aziz
Abstract Anglo-centric scholarship understands authenticity of online mediated performance for acquiring fame as a context-dependent claim, requiring labor in displaying a vulnerable self that is evaluated and validated by a relevant audience. This book chapter examines this concept in a non-Western context through a case study of a Pakistani microcelebrity, Qandeel Baloch. By explaining how Pakistani broadcast celebrity performances continue to be evaluated by religious and moral standards, this analysis finds how a transgressive performance shapes an authentic microcelebrity claim on social media.
{"title":"Performing as a Transgressive Authentic Microcelebrity: The Qandeel Baloch Case","authors":"Fatima H. Aziz","doi":"10.1108/978-1-78756-749-820181013","DOIUrl":"https://doi.org/10.1108/978-1-78756-749-820181013","url":null,"abstract":"Abstract \u0000Anglo-centric scholarship understands authenticity of online mediated performance for acquiring fame as a context-dependent claim, requiring labor in displaying a vulnerable self that is evaluated and validated by a relevant audience. This book chapter examines this concept in a non-Western context through a case study of a Pakistani microcelebrity, Qandeel Baloch. By explaining how Pakistani broadcast celebrity performances continue to be evaluated by religious and moral standards, this analysis finds how a transgressive performance shapes an authentic microcelebrity claim on social media.","PeriodicalId":404490,"journal":{"name":"Microcelebrity Around the Globe","volume":"78 8 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2018-10-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"129738798","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2018-10-23DOI: 10.1108/978-1-78756-749-820181005
Gehao Zhang, G. D. Seta
Abstract While in common English-language parlance speaking of “online celebrities” encourages the conflation of new forms of famousness with existing discourses on mass media stardom and fandom, the Mandarin Chinese term wanghong, a shorthand term for wangluo hongren (literally “person popular on the internet”), frames the enticing shores of online celebrity through the peculiar lexical domain of a grassroots popularity. The figure of the wanghong has in recent years accompanied the development of social media platforms in China, becoming a profitable profession, an inspirational role model, a morally condemnable by-product of internet economies, and in general a widely debated social phenomenon among local users. Drawing on interviews with more and less successful local online celebrities and discussions with their audiences, this chapter offers an up-to-date portrayal of the various forms of wanghong currently vying for attention on Chinese social media platforms, illustrating how popularity is crafted along with narratives of professionalism and economic aspirations intimately connected to the sociotechnical contexts of contemporary China.
{"title":"Being “Red” on the Internet: The Craft of Popularity on Chinese Social Media Platforms","authors":"Gehao Zhang, G. D. Seta","doi":"10.1108/978-1-78756-749-820181005","DOIUrl":"https://doi.org/10.1108/978-1-78756-749-820181005","url":null,"abstract":"Abstract \u0000While in common English-language parlance speaking of “online celebrities” encourages the conflation of new forms of famousness with existing discourses on mass media stardom and fandom, the Mandarin Chinese term wanghong, a shorthand term for wangluo hongren (literally “person popular on the internet”), frames the enticing shores of online celebrity through the peculiar lexical domain of a grassroots popularity. The figure of the wanghong has in recent years accompanied the development of social media platforms in China, becoming a profitable profession, an inspirational role model, a morally condemnable by-product of internet economies, and in general a widely debated social phenomenon among local users. Drawing on interviews with more and less successful local online celebrities and discussions with their audiences, this chapter offers an up-to-date portrayal of the various forms of wanghong currently vying for attention on Chinese social media platforms, illustrating how popularity is crafted along with narratives of professionalism and economic aspirations intimately connected to the sociotechnical contexts of contemporary China.","PeriodicalId":404490,"journal":{"name":"Microcelebrity Around the Globe","volume":"2 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2018-10-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"130190599","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2018-10-23DOI: 10.1108/978-1-78756-749-820181017
{"title":"Prelims","authors":"","doi":"10.1108/978-1-78756-749-820181017","DOIUrl":"https://doi.org/10.1108/978-1-78756-749-820181017","url":null,"abstract":"","PeriodicalId":404490,"journal":{"name":"Microcelebrity Around the Globe","volume":"30 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2018-10-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"125969015","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2018-10-23DOI: 10.1108/978-1-78756-749-820181004
Burcu Şimşek, C. Abidin, M. L. Brown
This chapter investigates the dynamics of teenage girls' musical.ly productions in relation to microcelebrity inspirations and (non)aspirations, and centrally details the mixed methodologies involved in the research process. The analysis focuses on the flow of the musical.ly app as evidenced through the walk-through method and young girls' engagements with the platform as solicited through personal observations and two small focus group discussions.
{"title":"musical.ly and Microcelebrity Among Girls","authors":"Burcu Şimşek, C. Abidin, M. L. Brown","doi":"10.1108/978-1-78756-749-820181004","DOIUrl":"https://doi.org/10.1108/978-1-78756-749-820181004","url":null,"abstract":"This chapter investigates the dynamics of teenage girls' musical.ly productions in relation to microcelebrity inspirations and (non)aspirations, and centrally details the mixed methodologies involved in the research process. The analysis focuses on the flow of the musical.ly app as evidenced through the walk-through method and young girls' engagements with the platform as solicited through personal observations and two small focus group discussions.","PeriodicalId":404490,"journal":{"name":"Microcelebrity Around the Globe","volume":"362 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2018-10-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"114769492","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2018-10-23DOI: 10.1108/978-1-78756-749-820181007
J. Mavroudis
Abstract This chapter reports on findings from a critical autoethnography (Anderson, 2006) about the strategies and experiences of male microcelebrities from Australia. The author Jonathan Mavroudis, himself identifies as a microcelebrity with a following of over 27,000 on Instagram at the time of writing. This position granted him insider access to this specific cohort and the microcelebrity world in general. The study comprised participant interviews, analyses of the author’s own experiences, and a survey of over 500 of his Instagram followers. The author draws from these data sources to introduce the concept of “fame labor.” Fame labor reconfigures the way visibility labors such as self-branding labor is understood. It offers a macro perspective that relates to nonmicrocelebrities as well as microcelebrities and illuminates potential wider implications of microcelebrity culture.
{"title":"Fame Labor: A Critical Autoethnography of Australian Digital Influencers","authors":"J. Mavroudis","doi":"10.1108/978-1-78756-749-820181007","DOIUrl":"https://doi.org/10.1108/978-1-78756-749-820181007","url":null,"abstract":"Abstract \u0000This chapter reports on findings from a critical autoethnography (Anderson, 2006) about the strategies and experiences of male microcelebrities from Australia. The author Jonathan Mavroudis, himself identifies as a microcelebrity with a following of over 27,000 on Instagram at the time of writing. This position granted him insider access to this specific cohort and the microcelebrity world in general. The study comprised participant interviews, analyses of the author’s own experiences, and a survey of over 500 of his Instagram followers. The author draws from these data sources to introduce the concept of “fame labor.” Fame labor reconfigures the way visibility labors such as self-branding labor is understood. It offers a macro perspective that relates to nonmicrocelebrities as well as microcelebrities and illuminates potential wider implications of microcelebrity culture.","PeriodicalId":404490,"journal":{"name":"Microcelebrity Around the Globe","volume":"38 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2018-10-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"133868667","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2018-10-23DOI: 10.1108/978-1-78756-749-820181015
Alice E. Marwick
{"title":"The Algorithmic Celebrity: The Future of Internet Fame and Microcelebrity Studies","authors":"Alice E. Marwick","doi":"10.1108/978-1-78756-749-820181015","DOIUrl":"https://doi.org/10.1108/978-1-78756-749-820181015","url":null,"abstract":"","PeriodicalId":404490,"journal":{"name":"Microcelebrity Around the Globe","volume":"152 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2018-10-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"124246914","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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