Kommodifizierung von Celebrity. Industrialisierte Agency und ihr Wert in der gegenwärtigen Aufmerksamkeitsökonomie
Kommodifizierung von Celebrity. Industrialisierte Agency und ihr Wert in der gegenwärtigen Aufmerksamkeitsökonomie
Abstract
This essay looks at the new and emerging comfortability with how selling the self has become normalized and naturalized transnationally. Commodifying the self has been the natural province of celebrities and their activities: they are able to use their visibility for their own ends, but also in drawing attention to particular issues that appear to be beyond their celebrity value. The kind of agency that celebrities bring to the public world is infused with what I develop in this essay as Industrialized Agency. In the contemporary moment, this formation of Industrialized Agency has been naturalized as billions now engage in some form of persona construction for the attention economy through their elaborate and complex uses of social media.
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Keywords:
agencyAufmerksamkeitsökonomieBerühmtheitKommodifizierungMediatisierungSocial Media