Keyword – media culture

Guld, Ádám:

“Stars are everywhere.”

There is a long-standing trend in the world of stars: the most successful players are simoultaneously present on multiple platforms. While the export of fame from one channel to another could only be realised within narrow frameworks until the end of the 20th century, in the digital era there are almost unlimited possibilities for expanding and strengthening popularity gained through the media. At the same time, the mechanisms of the celebrity industry are becoming increasingly complex. The conscious management of various offline, online and non-media appearances is now a must-have for better visibility with the ever-increasing goal of reaching a full, 92 Guld Ádám 360-degree presence. In this context, one can assume that these processes lead to serious changes in fandom culture and user practices. Who are the fans following, and which channels do they use? How do audiences react to the fact that stars now appear on all possible surfaces? How does this affect follower activities? This paper primarily seeks answers to these questions.

Keywords: celebrities, fan studies, generation Z, influencers, media convergence, media culture, ordinary famous people, stars, star studies