Celebrification in the Context of Mass Culture in the Era of Social Networks: Bloggers as New Celebrities

The rapid development of Internet technologies and social networks has had a significant impact on the transformation of many everyday practices and phenomena: online measurement has a significant impact on society and becomes an integral part of every person's everyday life. With the advent of Internet technologies, transformations take place in the sphere of culture: the digitization of content makes cultural values ​​more accessible to the general public, and the process of their consumption becomes more mobile. Social networks in the conditions of mass culture become areas for free interaction and their development also has a significant impact on various phenomena and processes in culture. In the framework of this thesis, we examine how the process of celebrification in mass culture occurs within the framework of social networks, and also how popularity of bloggers and celebrities emerging from traditional media, influence on mass culture. In addition, the study looks at the mobile nature of bloggers' popularity