...Abstract Although the early conversations of microcelebrity centered on Anglo-centric theories and context despite the varied backgrounds and cultural context of microcelebrity, this compilation of chapters seeks to assess and reframe the applications and uptake of microcelebrity around the world...

...Abstract 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...

... songs fell out of trend and were no longer popular on the app. Although songs in several languages are available, the girls largely prefer to use English-language tracks. This was because the global microcelebrity musers whom they follow mostly produce content in English, and as 7th graders...

... of the various forms of wanghong currently vying for attention on Chinese social media platforms, illustrating how popularity is crafted along with narratives of professionalism and economic aspirations intimately connected to the sociotechnical contexts of contemporary China. China microcelebrity...

...These exemplars are forms of “internet famous” persons for whom the experience is neither beneficial nor desired, and for whom there is usually very little control and agency involved. Moving away from celebratory discourses of fame, they do not fit neatly within the frameworks of microcelebrity...

.... The research questions for this chapter are as follows: Which online practices helped Baloch construct and perform as a transgressive authentic microcelebrity? How was Baloch’s articulation of a femme fatale presence online and a highly critical personality on television perceived as authentic (true self...

... was not just a matter of principle, but one that was closely concerned about their business model and future success. While platforms like YouTube, Facebook, and Twitter played a part in the creation and expansion of their microcelebrity, the actions of Facebook in particular forces a consideration of the neo...