Becoming a celebrity used to be primarily reserved for the wealthy. It was based in nepotism and California. However, social media has fundamentally altered the way that celebrities are created.
Now, anyone with a phone can become famous. Even in North Carolina. Even at UNC.
For example, UNC first-year student Briggs Edwards is one such TikToker that has come into stardom. Some of his videos have reached more than 7.5 million views. UNC senior Rachel Dean is another TikToker that has amassed a significant following. She has over 700,000 followers and has culminated over 55 million likes across her content.
The impact of this content exceeds TikTok. Different social media platforms and outlets cover the stories popularized by the app, and when an individual becomes famous on one social media app, their popularity on others is almost inevitable. Their stardom becomes a real, tangible thing that influences other areas of their life.
Oftentimes, this happens due to TikTok's fast-paced trend cycles and short-form content. TikTok lends itself to the creation of unique subcultures. And the app's algorithm perpetuates this media to an interested audience, encouraging creators to produce similar content.
Nearly anything and everything has become a TikTok subculture, from Emily Mariko’s salmon rice bowl to the infamous interaction between “Couch Boy” and his girlfriend. When a TikToker becomes involved in one of these algorithmic jackpots, their content is shared and perpetuated by other creators in an exponential way.
This fast-paced fame is unique in that it is different from how we have historically consumed digital media. In the past, a television show or film would be produced over a period of months, or more likely, years. Consumers would view the content, and wait for the sequel.
Fame as a result of this content was more stable and less fleeting. Now, media content can be generated within minutes and avalanche overnight, launching an average person into stardom and, potentially just as quickly, launching them out.
Due to the only increasing impact that social media has on our lives, celebrity culture is shifting from including only industry-raised artists such as actors and musicians to including everyday influencers.