Celebrity as a Phenomenon of Everyday Life

This work describes the phenomenon of celebrity, it's appearance and becoming at the cultural and historical context. The first part provides a brief historical excursion to the beginning of Modernity, time of emergence a cultural phenomenon of public persons who known for the masses in isolation form the feats of arms, artistic talent or inherited privileges. The first part of the article covers the time period from the beginning of the XIX century until the second half of the XX century, the heyday of cinema and TV. The second part of the dissertation is devoted to the celebrity as an object of contemporary cultural and social research. Celebrity studies as a particular discipline exists in the US and UK universities in just a few years, but with an increasing number of researchers who are studying the phenomenon of celebrities every year. This is due to the fact that celebrities often embody in self the non articulated public mood, and because the whole of modern celebrity culture is based on the capitalization of the names and so perfectly illustrates the processes in modern cultural industries. At the end dissertation of the examines the phenomenon of internet celebrities, who used a everyday practices' represnetation in order to gain the faith and attention of the audience. It is comparatively new and not yet described phenomenon: reduction design, expressed in a demonstration of sincerity and simplicity, it is in fact a new sort of self-design. Audience's request for simplicity and naive sincerity generates two new trend that will prevail in the culture of celebrities in the coming years. On the one hand, stars will bet on expansion of everyday life practices' demonatration. On the other hand, the emergence of new applications and platforms designed to preserve the privacy and the ability to participate in the one-way data transmission without interactive direct connection with fans.