microcelebrities

The emergence of celebrities dates back to the mid-19th century, with some scholars tracing their origins to even earlier periods. However, it was the commercialization of the Internet in the 1990s, and more significantly, the rise of the social media industry in the mid-2010s that gave birth to what is now commonly referred to as the "celebrity industry." This industry has experienced a continuous upward trajectory ever since. While individuals with a discerning outlook may perceive celebrities, especially microcelebrities, as superficial and lacking in merit for societal attention, it is essential to recognize their pivotal role in reshaping global economic dynamics. This paper aims to elucidate the undeniable influence of celebrities, particularly microcelebrities, in stimulating ordinary individuals to allocate their hard-earned resources toward non-essential expenditures. Indeed, as the concept of 'consumption' itself has evolved into a potent driving force, celebrities' impact transcends economic domains, extending into the realms of society, personal life, culture, and even politics. This paper endeavors to elucidate the multifaceted consequences of this phenomenon.