Contrary to popular belief, studying celebrities is a highly complex and, above all, risky process from a scientific standpoint, as it involves elements that are not exclusively known and are part of a daily socio-media narrative accessible to everyone: the delicatessen owner, the hairdresser, the journalist, the neighbor—everyone knows something about celebrities; (many believe) an expert in the field isn't necessary. In the age of new media , however, something has changed; the daily practice of gossip is no longer sufficient; a deeper sociological analysis of the "star" question is necessary.
Between fame and celebrity
First of all, it is crucial to highlight the difference between " fame " and " celebrity ." Celebrities generally come from the entertainment world, while fame can also be achieved for reasons beyond this world, such as a political career , a crime , or a scientific discovery . However, this does not necessarily lead to being considered a celebrity. The key is that, unlike famous people (Rita Levi Montalcini), celebrities (Tom Cruise) arouse interest in their profession, but especially in their private lives . It is, in fact, this interest in the individual's private life that enables those narratives in which we recognize all the typical traits of celebrities: romantic relationships, cosmetic surgery, and so on. To delve into the private world and ensure that every aspect of celebrity becomes public and transparent, the media and the narratives constructed with, through, and for the media are necessary.
The role of the media
According to the sociologist Jessica EvansMedia and celebrities are mutually constitutive and vehicles for the creation of social meanings: on the one hand, the media invest immense resources in the promotion and media coverage of celebrities; on the other, celebrities always represent something more than themselves, hosting values, perceptions, and beliefs. Media coverage in newspapers, films, TV, and social networks plays a crucial role in the perception and organization of our world. The process of “celebration” is characterized by being strongly dislocated in a plurality of media that offer input ed output different: celebrities from the cinema, television and today the well-known “youtubers” are totally different figures in terms of narration, personality, audience, times and spaces, everything changes today following the globalization of the media and to convergence process.
The new celebrities
Television has created many stars and each of them suffers the consequence of being "dailyized" by it, making them lose their power. Compared to before, television and film stars no longer appear so distant, superior, unattainable, but are simply part of the everyday of ordinary people. The stars of the past can be considered on exactly the same level as the YouTuber of today, in fact the latter cultivates his success every day by collecting like (a measure of personal success) reaching an impressive number of followers, without necessarily having specific skills in the sector. Thanks to Facebook e Twitter Today, new young (micro) celebrities are born who exploit the transparency and interactive nature of digital media, building direct channels with their audiences in a short time and at zero cost, moving on social platforms as experts an influencer.
Private? No thanks.
New practices such as that of Selfie They keep celebrities and the public in close contact, constantly updated on the star's professional and sentimental life, the private dimension being totally absent from the very beginning of their relationship. Furthermore, with the social media Even the experience of the body becomes public: a globalized and transparent body that creates interconnection, success or failure, power or fragility, but what is now certain is that anyone can at least attempt to build a path to micro- and self-celebrity. We no longer look to the world to learn, know, or be moved, but exclusively to be appreciated by others, exposing our true selves (web reputation). We try to capture the world around us and cage it, to show others ourselves and what we see: one, no one, and a hundred thousand celebrities wrapped up in a single profile. The Internet has made everything simpler and more immediate: being a minor celebrity is now a simple and obvious step, almost obligatory, but maintaining this position online and offline for a long time is the real obstacle of the "contemporary star," but one that can be overcome through a process of awareness and by learning to educate and educate oneself in the "on/off-life" environment.
James Buoncompagni
