Platforms, content creations and a new transnational hegemonic imaginary of celebrity
The evolution of the idea of celebrity in line with technological advances entails to deepen the possible coincidence of a new model of celebrity between the US and Latin American contexts born in the youtuber phenomenon, which would provide guidelines in order that consumers can also become public...
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| Formato: | Artículo revista |
| Lenguaje: | Español |
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Centro de Estudios Avanzados. Facultad de Ciencias Sociales. Universidad Nacional de Córdoba.
2023
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| Acceso en línea: | https://revistas.unc.edu.ar/index.php/revesint/article/view/43768 |
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| Sumario: | The evolution of the idea of celebrity in line with technological advances entails to deepen the possible coincidence of a new model of celebrity between the US and Latin American contexts born in the youtuber phenomenon, which would provide guidelines in order that consumers can also become public figures through their productions, perpetuating in this way, the figure of the prosumer within the platform. To conduct this research, discourse analysis framed within a semiotic theory is used to account for the strategies used by three paradigmatic US youtubers and three Latin Americans for the creation of their videos. As a result, ways of construction of new subjectivities revealing a transnational hegemonic imaginary of celebrity belonged to ideological and cultural US currents are discovered, which are closely related to the myth of the Self- Made Man, the desacralization of celebrities, the emotional marketing and a new entertainment culture. |
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