Search

The study focuses on the phenomenon of celebrity as a partial aspect of the paradigmatic change in human being that occurred after the advent of online media into the everyday life of ordinary people. Celebrities, or media- famous personalities, have been successful professionals in their fields in the offline world. Online reality, however, allows everyone to show up, shape, and eventually establish themselves in their own communication arena as a celebrity--regardless of their profession. It seems that the skill of ideological leadership rather than the former professional excellence is necessary to gain online celebrity status. The aim of the study is to compare the nature and manifestations of the celebrity phenomenon in the offline and online epochs, and thus point to the degree of deepening mediatization of society. [ABSTRACT FROM AUTHOR]