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Digital-селебрити: трансформация теоретических подходов
This article is intended to update the topic of digital celebrity in the Russian scientific research field. The key task is to describe the evolution of the conceptual mindmap of the main theoretical directions - from the classical theories of R. Merton, P. Lazarsfeld to modern authors N. Couldry, J. Alexander, D. Marshall, K. Abidin. A special focus is the analysis of a new type of celebrity digital platforms, the selection and systematization of key concepts and theoretical frames for their analysis.
As a result, a matrix for analyzing digital celebrities will be presented, describing their personal brand and career. The authors also proposed conceptual dichotomies to describe the nature of digital celebrities’ fame, the basis of their media capital.