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قطع به یقین می توان گفت که ظهور رسانه های اجتماعی در فراگیری مفهوم «سلبریتی» نقش اصلی را داشته است. بدین معنا که تجربۀ پیشین ما از مسئلۀ «شهرت» و «افراد مشهور» یا «چهره» کاملاً متفاوت از وضعیت کنونی ماست و اساساً مفهوم سلبریتی با فرد مشهور در عالم سیاست یا حتی یک «ستاره» در یک فیلم یا یک ورزش خاص متفاوت تلقی می شود. به گونه ای که این مفهوم با کسب درآمد برای شخص یا یک شرکت یا حتی یک جریان سیاسی همراه است. در واقع اساساً سلبریتی به کسی گفته میشود که می تواند در خدمت «فروش بیشتر» یا «پیروزی» در یک کارزار سیاسی قرار گیرد. استفاده از سلبریتی ها، به عنوان بخشی از راهبردهای بازاریابی، رویه ای معمول در شرکت های بزرگ است و این شرکت ها با استفاده از آنان، نشان های تجاری خود را ارتقا می بخشند.
صنعت شهرت فقط با هدف کسب سود، سلبریتی ها را تولید می کند. نویسندگان و دانشمندان همواره اصالت سلبریتی ها را در برابر چشم مردم زیر سئوال می برند و می گویند ماشین تبلیغات «کیفیت ستارگی» یا فرهمندی را بزرگنمایی می کنند و بدون توجه به استعداد واقعی یا دستاوردهای یک فرد از او یک سلبریتی پولساز میسازند. در واقع مفهوم سلبریتی به رسانه گره خورده است و بدون پشتیبانی رسانه ها نمی توان انتظار شکل گیری سلبریتی ها را داشت. اگرنه مسئلۀ «شهرت» تاریخی فراتر از رسانه های جمعی دارد.
ما به سختی تلاش می کنیم تا اثری را که روی دیگران می گذاریم کنترل کنیم. مهم است که بدانیم نه فقط سلبریتیها، بلکه هر کسی این کار را می کند. پس، اتهامی را که مطرح می شود که سلبریتی ها خودِ حقیقی خودشان را نشان نمی دهند، باید با این فهم بررسی کرد که این کاری است که همۀ ما انجام می دهیم و تفاوت فقط در اینجاست که سلبریتی ها این کار را برای مخاطبان بیشتری انجام می دهند. سبریتی ها هنگام حضور در منظر عموم خود واقعی یا اصیلیشان را نشان نمی دهند. همۀ رفتارهای آن ها نقش بازی کردن است و خود خصوصی آنها هرگز آن چیزی نیست که مردم فکر می کنند.
یکی از جذابیت های رسانهای اجتماعی این است که کاربر امید دارد دست کم در گوشه ای از جهان به سطحی از شهرت، معروفیت و شناخته شدن برسد. از آنجا که در اجتماع ما دستاوردهای مادی و اقتصادی را محصول شهرت می دانند، برای افرادی که می خواهند جرء افراد «پولدار و مشهور» به شمار بیایند جست و جوی شهرت یک هدف منطقی به نظر می رسد.
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