Transformatıon Of The Celebrity İn The New Media Age: A Revıew On Micro Celebrity (Influencers)

Abstract

From the moment of existence of man there is a desire to be liked, to be known and to be famous. In the process from the past to the present, individuals are somehow recognized and sought ways to become fame. Economic and technological developments in the world and in our country and the phenomenon of globalization have changed the social structure. With the development of mass media, the ways that make it possible for individuals to be known and become famous have been opened. Especially the quantitative proliferation of television with private channels, competition programs, reality shows, TV series have enabled ordinary people to reach fame. Over time, the concept of fame has evolved to include new forms of fame emerging with every new technology. In the increasingly digital world today, we are witnessing the extraordinary growth of a new generation of fame type known as social media influencers, which have earned their reputation through social media. While social media is shaped by the culture of fame, it also shapes the culture of fame. In this context, it is aimed to examine that social media has changed the culture of fame and that ordinary people reach fame through social media. By considering the period in which the concept of fame emerged and its relation in the context of communication technologies, Instagram micro-reputations, which are among social media celebrities, have been examined. Social media applications that enable ordinary people to become famous allow people to be known and become famous by making them famous. These people reach a high number of followers in various fields and influence them with their posts and also become opinion leaders. At the same time, they try to maintain their follower numbers by interacting with their followers and sharing sections of their private lives.