Facebook and unintentional celebrification

Research output: Chapter in Book/Report/Conference proceedingChapter

5 Scopus citations


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.

Original languageEnglish (US)
Title of host publicationMicrocelebrity Around the Globe
Subtitle of host publicationApproaches to Cultures of Internet Fame
PublisherEmerald Group Publishing Ltd.
Number of pages13
ISBN (Electronic)9781787567498
ISBN (Print)9781787567504
StatePublished - Nov 19 2018
Externally publishedYes

All Science Journal Classification (ASJC) codes

  • Social Sciences(all)
  • Computer Science(all)


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