Microcelebrity around the globe
approaches to cultures of internet fame

This absorbing anthology uses in-depth interdisciplinary case studies from across the globe to examine the practice and concept of microcelebrity. Expanding on the existing theoretical framing of the online celebrity experience, the editors re-theorize microcelebrity to accommodate developments in global internet governance, the evolution of platform politics, the emergence of hybrid forms of celebrity, and the collapsing networks between old and new media. Chapters analyse experiences across Asia, Europe, Latin America and Australia, and consider microcelebrities at all stages of their careers, from everyday users and beginners to veteran influencers. Arguing for new perspectives and theories of microcelebrity that take into account colonial geographies, cross-media networks between influencers and legacy media, and gendered aggression and political discourses in a social media-saturated age, this volume will be of huge value to students and scholars of microcelebrity, social media, digital labour, creative industries and internet culture.

Cover -- MICROCELEBRITY AROUND THE GLOBE -- MICROCELEBRITY AROUND THE GLOBE: APPROACHES TO CULTURES OF INTERNET FAME -- Copyright -- Table of Contents -- Contributor Biographies -- Acknowledgments -- Prologue -- Let's Talk About Fame -- So, You Won the Generational Lottery -- How Do We Know What We Know? -- Microcelebrity Needs an Overhaul -- All Experts Need to Apologize -- How Do You Measure Remorse? -- You Don't Know Who Is Sincere (and Maybe That Is Okay) -- References -- Introduction -- Abstract -- Introduction -- Microcelebrity Studies to Date -- Methodologies -- Disciplines -- Platforms -- Geographical Cultures -- Units of Analysis -- Conceptual Standpoints -- Cultures of Practice -- Commerce and Industry -- Knowledge Production -- "Around the Globe" -- Overview of This Book -- Section One: Norms -- Section Two: Labor -- Section Three: Activism -- Suggested Reading Route -- Read by Methodology -- Read by Discipline -- Read by Platform -- Read by Celebrity Type -- Read by Culturally Specific Internet Celebrity Phenomena -- Read by Geographical Region -- References -- I - NORMS -- 1. Vlogging Parlance: Strategic Talking in Beauty Vlogs -- Abstract -- Introduction -- Keyword Stuffing and Vlogging Parlance -- Methodology and "A List" Beauty Vloggers -- Beauty Vloggers, Entrepreneurship, and Tags -- Vlogging Parlance and Commerciality -- The Primark Haul Video -- Vlogging Parlance and Inequalities -- Conclusion -- References -- 2. Facebook and Unintentional Celebrification -- Abstract -- Introduction -- Celebrity and Microcelebrity Cultures -- Affordance Theory and Facebook -- Method -- Findings -- The "Real" You -- Competing for Attention -- The Visible Self -- Toward a More Nuanced Definition of Celebrity Culture -- Conclusion -- References -- 3. musical.ly and Microcelebrity Among Girls -- Abstract -- Introduction

Dynamics of Selfie Videos on musical.ly -- Walking Through musical.ly -- Setting Up -- Networking -- Content Production -- Privacy -- Becoming a Muser on musical.ly -- Song Choice -- Gestures -- Microcelebrity (and Resistance) on musical.ly -- Conclusion -- Acknowledgments -- References -- 4. Being "Red" on the Internet: The Craft of Popularity on Chinese Social Media Platforms -- Abstract -- Wanghong: Online Celebrity With Chinese Characteristics -- A Brief History of Internet Celebrity in China -- The Wanghong Economy: Entrepreneurism, Lookism, and Transience -- References -- II - LABOR -- 5. Origin Stories: An Ethnographic Account of Researching Microcelebrity -- Abstract -- Methodological Biographies -- 2009: Gender Studies + Content Analysis -- 2010: Sociology + Content Analysis, Participant Observation -- 2011: Anthropology, Media Studies, Cultural Studies + Participant Observation, Personal Interviews, Focus Groups, Web Archeology, Archival Research, Content Analysis -- 2016: Questioning the Hegemony of Theoretical Canon and Empirical Globality -- Origin Stories -- References -- 6. Fame Labor: A Critical Autoethnography of Australian Digital Influencers -- Abstract -- Introduction -- Terminology: Microcelebrity or Digital Influencer? -- Visibility Labor: Branding Strategies of Male, Australian Influencers -- Fame Labor -- Conclusion -- References -- 7. Net Idols and Beauty Bloggers' Negotiations of Race, Commerce, and Cultural Customs: Emergent Microcelebrity Genres in Thailand -- Abstract -- Introduction -- Net Idols, Pretties, and Beauty Bloggers -- Methodology -- Between Thai Customs and Industry Commerce -- Between Thai Beauty and Regional Esthetics -- The Good and Dark Sides of Microcelebrity -- References -- 8. Catarina, a Virgin for Auction: Microcelebrity in Brazilian Media -- Abstract -- Cultural Context of Virginity

Catarina Migliorini's Fame -- Impact of a Famous Virgin -- Acknowledgments -- References -- III - ACTIVISM -- 9. The Rise of Belle from Tumblr -- Abstract -- Introduction -- Her Story Highlights -- Background on Tumblr -- Youth Culture -- Personal Identity and Belonging -- Methodology -- Belle's Rise to Tumblr Famous -- Belle's Backstory -- After Tumblr Famous -- Discussion -- References -- 10. Performing as a Transgressive Authentic Microcelebrity: The Qandeel Baloch Case -- Abstract -- Introduction -- Methodology -- Presentation -- From Television Rejection to Social Media Fame -- Curating a Daily Social Media Presence -- Performing Intimate Bedroom and Bathroom Talk -- Segregating Audiences and Content -- Communicating Sexual Availability -- Authentic Sexual Transgression -- Challenging Traditional Conceptions of Honor: The Striptease Proposal -- Outspoken Criticism and Acidulous Language -- Exposing Religious Double Standards: The Mufti Selfie During Ramadan -- Conclusion -- References -- 11. It's Just a Joke! The Payoffs and Perils of Microcelebrity in India -- Abstract -- Introduction -- Methodology -- Key Issues in Microcelebrity Studies in an Indian Context -- Contextualizing Microcelebrity in India -- The Positioning of AIB as a "Brand" -- Conclusion -- References -- Epilogue. The Algorithmic Celebrity: The Future of Internet Fame and Microcelebrity Studies -- References -- Index