Sherika Noad

We live in a society where all are invited to engage in a world where the digital era is taking over. Introducing new media and efficiency of participating in creating and sharing through all media outlets. This concept is named as we know it, participatory culture. Giving people in today’s world the opportunity to partake in a culture that allows them to freely express themselves and share their creativity through any niche they see fit. While participatory culture is a broad concept, its motivation and driving factor comes down to the rise and popularity of influencers. Influencers can be anyone who has the power to control and create engagement from others, someone who has influence and reach. We see this through celebrities and their use of social platforms and their craft.

This brings us to the main focus of this essay, celebrity fandom. While examining this concept I will be using an example from a worldwide renowned music artist, Beyoncé, and her newest album and world tour Renaissance. This album shook the world and invited all to listen to a new sound of Beyoncé, a project geared towards the black queer ballroom culture. Shaking the world with a dance genre album, Beyoncé has now dropped seven solo albums. Beyoncé’s’ album had influenced so many and with the lack of visuals shown before the album’s release, it forced fans to experience the music for themselves and to create their own world.

As this essay progresses, we will dive deeper into the impact of her album and tour and the social media platform engagement that was received in response to another groundbreaking and influential piece of work. As well as looking at her fan base that has progressed throughout her career and her impact through the use of music. By saying this, celebrity influence has been wielded through social media platforms, it defines and shapes participatory culture. While also Fans’ perceptions of the world and themselves may be affected by celebrity identification. We will be examining the impact of Beyoncé’s album as well as looking at the profound influence that it had on her fans in way that it generated social media engagement, and lastly a look at the transformational power of participatory culture within the context of micro-celebrity and celebrity influence.

In this digital era, Celebrity influence plays a huge role in participation of popular culture. The use of social media has continued to rise and become the best way for people to engage in trends, movements and conversation as a whole. It has always been an outlet for influencers to get through to their fans and followers. With a huge following, they are able to get through to many people across the globe. Connecting and trying to relate to their following is at times used as a tactic to persuade or influence an audience. When one looks up to another, influencing is not difficult to do, as many influencers and celebrities do their best to build a social connection with their followers. Building that trust is important to keep that fandom, and this ends up benefiting the influencer. “Celebrities create a sense of closeness through social media by disclosing what appears to be personal information, using language and cultural references to create or increase affiliation with fans, and publicly acknowledging fans and responding to their concerns” (Marshall, 2010; Marwick and boyd, 2011). This quote suggests that celebrities and influencers are able to use their social platforms to create this authentic persona, by addressing fan questions and concerns and posting content that shows them in a day in their life. Showing personal content will drive the audience to feel related to and feel a genuine connection. This tactic also benefits the celebrity in the sense of being seen as approachable and accessible. “Research has also suggested that the increased potential for celebrity–fan interactions in social media, even if illusory, allows fans to create or reinforce feelings of ‘knowing’ celebrities, ultimately creating strong social bonds” (Bennett, 2012; Marwick and boyd, 2011).  This idea of creating social bonds is ultimately a one-sided fantasized connection. The fan knows the celebrity, but the celebrity does not know the fan.

Therefore, these interactions are not entirely genuine. Social media has allowed fans to gain a closer connection with their favorite celebrities, adopting this sense of intimacy. So, although the nature of these bonds and interactions are superficial, fans have reinforced strong bonds with celebrities. Used as engagement through social media offers a unique segway for fans to feel close and connected to the lives of their favorite celebrities. While fans create these strong bonds, their perceptions become shaped by celebrity identification. In admiration of celebrities’ personalities and public image, fans abandon their own identities. “..whose exploration of ‘imaginary social relationships’ has underscored such relationships’ importance in social life, describes the process of identification with media figures and celebrities as one in which ‘people temporarily abandon their own identities and social roles and, by imaginatively projecting their consciousness onto the media image, take on alternate personal and social identities. (Caughey, 1984)In essence, this quote entails the idea of which identifying with celebrities calls for temporarily setting one’s own identity aside. While projecting their consciousness onto the image of the celebrity, fans or individuals take on a new persona in association of the celebrity. While it also emphasizes the ability that one has to immerse themselves into a new identity through the act of identifying with a celebrity or public figure. The way fans can immerse themselves through the act of social identifying with celebrities is fascinating and calls for the measures taken in celebrity fandom. Therefore, social media has had a huge impact on how fans and celebrities interact in this digital era. Although influencers are able to interact directly and “authentically” with a global audience with the use of social outlets, this does not mean it is a genuine connection but does foster a sense of intimacy. Based on scholarly sources, strong connection experienced by the fan are reinforced in their feeling of knowing the celebrity. With fans adopting a fantasized intimacy, it becomes a connection that is one-sided. All in all, the intricate bond between fan and celebrity is fascinatingly enhanced by the connection built through social media and also fostering a new identity through celebrity identification.

The impact that celebrities and influencers have is impeccable. Of all influencers, music artists are believed to be one of the most influential. With the use of music, they are able to sway their audience and create sounds that allow them to feel ways music only can. Beyoncé is in fact one of the most powerful and influential artists to date. All throughout her career she has managed to shock, surprise and amaze all who listen to her work. But it was when the pandemic hit that Beyoncé heard and seen what her fans missed the most, being able to congregate, having fun, dancing and being free. In 2022, after years of an unreleased solo album, Beyoncé dropped her seventh studio album, Renaissance. This solo album was made to allow people to be free and let loose. To forget about the worldly perceptions and perspectives of how things should be, and just have a safe space to be yourself. Beyonce stated that this album is a “safe place, a place without judgement,,,a place to be free of perfectionism and overthinking.” (Knowles, 2022) This album also pays homage to the true safe places that her fans find comfort in. Clubs made by and for Black women and queer people, people from New York, Detroit, and Chicago. This album created a safe space in every place where music can be enjoyed, from the different sounds and samples all throughout the project, it gave every listener a place to be free. Unlike her other albums like Beyoncé (2013) and Lemonade (2016), Renaissance focuses on the dance floor, pure energy. This album also was dedicated to a fallen angel, her uncle Jonny who died of complications stemming from HIV. While also dedicating this album to icons like, Grace Jones, Nile Rodgers and much more. Renaissance created a safe space for a community that had been politicized for years, giving them a space to bask in liberation. During the pandemic, it caused positive and negative effects. Both were detrimental and liberating because there was no judgment and worry of being observed, but there was a feeling of disconnect and loneliness.

In saying this, her album served as a remedy to be free from judgement, and embrace being seen. Although the album is an hour-long duration, it provides a beautiful experience, to just feel good again. “For the first time, [Renaissance] is truly cultural appreciation. Beyoncé has done her homework, she has sampled the icons of Ball culture, and she made something completely new and beautiful. She is ‘That Girl.’” This quote was said by a fan, Aaron Bonaparte, explaining Beyoncé has managed to recognize her fanbase off all types, giving them the credit and appreciation they deserve. Being of that Beyoncé is one of the only biggest artists that had created an album that was for the queer community. Iconic, is what that is, and goes to show the influence she has had on her fans. Being a big a-list music artist gives one the power to reach millions of people, by using their platform positively, they can influence and change the perspective of many. Like Beyoncé, she is able to shift her fans’ perspective on life and how they identify themselves. Being a Beyoncé fan, becomes a lifestyle for people, a way they go about their day-to-day lives, and you could say this is more of a mega fandom. But from time and time again, Beyoncé’s’ music has told stories and created spaces for people to feel and be empowered. Renaissance was such a powerful album that it generated social media engagement, resonating with many of the queer community, they were able to use social media outlets to express their feelings of joy and excitement.

The way in which Beyoncé has dropped her albums in the past was breaking barriers beyond the norms. Like her self-titled album, Beyoncé, dropped without notice, as a fully visual 14-track album. She shook the world with this silent, zero marketing and campaign project, something that artists try to replicate, but no one can do it like Beyoncé. Her albums are pieces of art and something that no one can recreate, which makes these silent drops breathtaking and outstanding. Although Renaissance was announced a couple of weeks before its release, it still caused turbulence and loud conversation across the world, because “the queen is back” as some tweeted. Beyoncé shook the world to the point where she broke the internet with her announcement and drop. All throughout Instagram and Twitter, pure chaos as people used memes to express their passionate love for Beyoncé and how in love they are with the new project. Some gave praise to her with the transitions from song to song. As we know it, Beyoncé does an exquisite job when it comes to transitions. One tweet stated “Beyonce and these tender ass fall off the bone transitions.” (ScottieBean, Twitter, 2022) While other tweets made comments about icons of the renaissance era stating “The album is called Renaissance bc Da Vinci and Michelangelo would be kissing in the club if they heard it” People were thankful to hear she was dropping a new album after a long wait, some tweets jokingly said “Bey proud of yourself for getting through the Beyonce drought, it’s been a long six years but we survived.” (angelosoariel, Twitter, 2022) This album caused so much traffic on social media, but it was all positive conversations about the celebration of a new project by Beyoncé herself. Although Renaissance was announced before its release, people were suspicious because Beyoncé is known for surprise releases.

With saying that, Beyoncé continued to use her powerful influence to create a challenge that went viral all over TikTok. Throughout her global tour, when she performs “Energy” she sings “Big wave in the roon, the crowd gon’ move..Look around, everybody on mute” As she and her dancers freeze, put their index finger on their lips, music stops. And that’s when tens of thousands of fans in the stadium must stay silent for a couple seconds, until the beat comes in and Beyoncé sings: “Look around, it’s me and my crew..Big energy.” As this became a challenge, it also became a competition of which concert was able to stay the most silent for as long as they could. This challenge eventually carried over to social platforms like TikTok, where friends and families would pull out their phones at an unexpected time and record themselves saying “Look around, everybody on mute” and flip the camera to the others to see if everyone stays silent. Not only were people looking forward to seeing Beyoncé on tour but this challenge let people look forward to something interactive and made them feel connected. Carrying over to other platforms gave people the opportunity to engage and feel a part of the community. Because of social media, people are able to socially engage even if not in the same room. In summary, celebrities, specifically musicians like Beyoncé, have a profound impact on how society is shaped and creates space for individual expression. After the Covid-19 pandemic, Beyoncé’s’ release of her seventh studio solo album, Renaissance, created a transforming and liberating experience. With honoring marginalized groups like, Black women and LGBTQ people, while providing a safe environment for self-expression. In this digital era, Beyoncé is able to surprise her audience, spark social interaction and defy all expectations, and this goes to show the power and impact that comes with celebrity influence. This release and tour which was followed by the mute challenge is a perfect example that demonstrates her ability to spark conversation around the world and create a community even when her audience is not close physically in proximity. Her music has been influential to the extent that people’s lifestyles are reflected through their mega fandom for her. This highlights the long-lasting influence she has, which forms identities and common experiences. With all being said, celebrity influence, social media and music come together to demonstrate how Beyoncé and many others add to participatory culture and cultural appreciation.

This idea of the transformational power of participatory culture within celebrity influence lies within the power to redefine established notions of cultural participation. To adopt a more dynamic, inclusive, engaging interaction between the influencer and their fans. By enabling participatory culture with the use of digital platforms and social media, you are also enabling users to share, create and contribute to the cultural sphere. Throughout the years of social media use, everyone has been able to become a micro-celebrity. Micro celebrities attain a significant influence and following, and this is within niche communities. We see these types of celebrities on YouTube, Twitch and many other platforms that give people an outlet to create a small close-knit community. Because of this, they are more accessible and relatable compared to your traditional celebrity. Their popularity often stems from the use of digital platforms through its participatory nature, and this results in direct engagement with the audience. Since they are so heavily influenced by participation, their reliance on participatory culture is strong. With saying that, their work and content is heavily influenced by interactivity, which leads to conversations through comments and allowing their followers to be a part of the content creation process, and this allows for a sense of community.

Within participatory culture, micro-celebrities can also benefit from user-generated content. Fans create content that is inspired by or features the micro-celebrity. When creating this close-knit community, it is easily done, because micro celebrities tend to have similarities with their fans or audience. This can also provide a safe space for the audience to share their experiences and actively engage with the micro-celebrity. Although micro-celebrities tend to be relatable, they still have more influence than the average person, therefore they do have a job to do at the end of the day and that is to influence and persuade. Companies recognize the potential of their authenticity by utilizing micro-celebrities’ power for promotions and sponsorship. “Companies wishing to build a more direct connection with consumers do so through an alliance with a microcelebrity (Gageler & Van der Schee, 2016). Consumers associate certain brands with their celebrity endorser, which in turn adds dimensions of attractiveness and trustworthiness, helping to build brand credibility (Elberse & Verleun, 2012). At the end of the day, micro-celebrities have these opportunities to make money and work with companies, but that does not take away from their genuineness, hence why people like them. The content they create often feels personal and genuine. This results in strong bonds created, and it is important to note authenticity is fundamental to participatory culture. It allows the audience and fans to seek and find genuine connections. Micro celebrities can tend to be more influential than traditional celebrities, because the content they provide makes it seem as if you know the person, or just feels like you are watching a friend. The genuineness of their content allows people to feel comfortable and welcome. This makes people more prone to interact and engage with the micro-influencer.

In relation to the traditional celebrity influence, social media platforms give celebrities the ability to engage with their audience directly if they choose to. As mentioned in this essay, these types of interactions allow for personal connections. Within participatory culture, fans are able to partake in content creation, and this is done through fan art, and memes like those mentioned with Beyoncé’s’ album and world tour, Renaissance. With saying that, fans and the audience themselves can become influencers or micro-celebrities, solely from their contribution to the content they post, which can also create cultural influence and a sense of community from those who loved the creation. Both micro-celebrities and celebrities make modification to their image in response to their audience comments in participatory culture. This helps them maintain a sense of relevancy and authenticity, two attributes that are important for their careers’ success. Considering this, the transformational power lies within the development of the relationship between the creator and consumer, while also facilitating cultural engagement as a shared and collaborative experience. Despite micro-celebrities’ influence, they still maintain a level of authenticity. This is still crucial element of participatory culture which can strengthen bonds with their audience.

In essence, we live in a digital age where participatory has redefined the way people interact and engage with the world. Doing this by creating a community for self-expression and creativity. Throughout this essay, it explored celebrity impact and influence, with special emphasis on Beyoncé and her revolutionary album Renaissance. Which both sparked open participation but also connected with her fans. Celebrity fandom allows us to see the influence of social media with highlighting the dynamic of fan–to-celebrity connection shaped by identification and relatability. Speaking on the topic of micro-celebrities, this essay highlighted their impact in niche communities and the participation of their content creation. While relatable these micro-celebrities, they maintain their authenticity, while also building strong bonds and adding to the evolution of cultural participation. In saying this, participatory culture has reshaped society through the changes in cultural engagement, fostering inclusivity and celebrities and consumers to connect through shared experiences. This dynamic interaction calls for cultural participation, which in the end impacts our contributions, understanding and participation in society as a whole.

References

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