Social media Networking- Spring 18 Micro Celebrities in Czech Republic: Literature Review and Case Study Xinchen (Candice) Shen May 10 th , 2018
Theory of Micro Celebrity Forbes - the 77 most influential Czechs Research on social networks Media Landscape in CZ Method 2017 (43 are micro celebrities) Czech Micro Celebrities Comparison & Generalization
What’s the definition of micro celebrity?
A new style of online performance “ in which people employ webcams, video, audio, blogs, and social networking sites to ‘amp up’ their popularity among readers, viewers, and those to whom they are linked online” - Terri Senft, who coined the term “micro celebrity” in 2008
⊙ Micro celebrities are different from micro influencers who have anywhere between 10,000 and 100,000 followers on social media Key Points: channels; micro celebrities can be macro Micro influencers Celebrity ⊙ Similar to Internet Celebrity or Cyberstar, micro celebrities are those who become famous by means of Internet ⊙ A US concept in origin; most researches are based on US context
Are the Czech Micro Celebrities different from US Ones?
Proportion of people use mobile Popular: phone when away Czech from home or work Unpopular: Digital lower than EU average CZ Media Landscape Top5 Topics on Google: Film, Game, Television, Recipe and Review
Where did the micro celebrities achieve fame? Czech US Finding A: YouTubers Micro celebrity ≈ YouTuber Multi-channel Possible Reasons: • Dominant Social Media Brands • Newer social media sites are still under exploration • YouTube makes easier for self-expression
A Large Proportion of Top Czech Micro Celebrities are: Gamers Finding B: Gamers 14 out of 43, High Rankings Possible Reasons: • Gaming in one of Top 5 topics in Czech Republic (Google Scholar) • Czech Video Games • Better Interaction during Streaming (Stream.cz)
A lot of YouTubers Speak English in the videos Finding C: English Zuzka Light Teri Erik Meldik Fitness Beauty, Vlog Humor, Family Migrated to California Expand into the Global Market Possible Reasons: • Small Czech Market • Straightforward Content • Czech young people fluent in English
How could they become Top Influencers? MikeJePan Finding D: “The Guy who hates Police” Challenging the authority of Antisocial Police by doing crime ViralBrothers 18+ Contents Sex, Nudity, Violence, Cheating, Mocking minorities … Fun Fact: They all left YouTube! (Erik started his own channel)
• Czech online celebrity culture is still at an earlier stage of development, whereas its Conclusion potential is limited due to the small size of Czech market My impression • The micro celebrity culture of each country is related to its social and technological context What do you think?
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