Destined to Change: Shifting Roles of Film and TV Stars in Shaping Canadian Mass Perception Amidst New Media Dominance

The transformative impact of new media and multiple media platforms on Canada's communication landscape has redefined how film and television stars shape and influence the mass population's thinking and behavior, in contrast to the traditional media era. This research explores these changes by examining the interplay between celebrity influence, media consumption, and societal dynamics. The mediatization theory serves as a theoretical framework to understand the relationship between media and society, particularly in the context of Canada. The study focuses on the shifting roles of film and television stars within this dynamic media landscape, and highlighting their evolving influence on public perceptions and behaviors. Qualitative content analysis, grounded in mediatization theory and guided by a comparative lens, has been employed as the research methodology. This method allows for a meticulous examination of diverse media sources, encompassing traditional and new media platforms, to unveil the multifaceted ways celebrities shape mass population thinking and behavior. The advent of new media platforms has facilitated direct and interactive communication between stars and their audiences, fostering personalized engagement and dismantling hierarchical barriers. The influence of film and television stars extends beyond entertainment, interacting with Canadian cultural narratives and societal issues. As celebrities leverage new media platforms to champion social causes, they contribute to reshaping cultural norms and values. The findings contribute to a deeper understanding of the dynamics of media influence in the digital age, showcasing the sophisticated bond between media, celebrities, and societal evolution within the Canadian narrative.