Email this article 
Celebrities as Flagships of the Introduction of Socio-Cultural Trends in Society
- Authors: Averina M.V.1
-
Affiliations:
- Moscow State Linguistic University
- Issue: No 12(867) (2022)
- Pages: 149-156
- Section: Cultural studies
- URL: https://journals.rcsi.science/2542-2197/article/view/380939
- ID: 380939
Cite item
Abstract
The phenomenon of celebrity is being actively studied within the framework of celebrity studies. The most efficient in terms of the influence, in the author’s opinion, are achieved celebrities (according to Chris Rojek’s classification), who have gained stardom thanks to their talent and creativity. The power of communication impact exerted by celebrities in building interaction with the target audience contributes to the transmission and support of the introduction of socio-cultural trends that serve as the driving forces of socio-cultural dynamics. Achieved celebrities are most efficient in the role of early followers or early majority according to the innovation curve, when a socio-cultural trend tends to reach the peak of popularity with their help.
About the authors
Marina Vladimirovna Averina
Moscow State Linguistic University
Author for correspondence.
Email: m-averina@list.ru
Doctor of Culturology (Dr. habil.), Associate Professor, Professor of the Department of Communication Technologies, Institute of International Relations and Social and Political Sciences,
Russian FederationReferences
- Karaseva, L. (2021). Slovar’ trendvotchera: chto takoe trend i kak on rasprostranyaetsya = Trendwatcher’s Dictionary: what is a trend and how it spreads. https://trends.rbc.ru/trends/futurology/60798b539a79475149b2bb36 (In Russ.).
- Nejsbit, D. (2003). Megatrendy = Megatrends, transl. from English M. B. Levin. Moscow: AST, Ermak. (In Russ.)
- Erlhoff, M., Marshal, T. (2008). Design dictionary. Perspectives on design terminology. Berlin – Basel: Birkhluser Boston.
- Rejmond, Martin. (2020). Issledovanie trendov. Prakticheskoe rukovodstvo = Trend research. Practical guide, transl. from English by N. Konstantinova ; [ed. by O. Shaev]. Moscow: Mann, Ivanov i Ferber. (In Russ.)
- Skivko, M. O. (2021). Analiz rynka global’nyh trendov = Market analysis of global trends: a textbook. Samara: Izdatel’stvo Samarskogo universiteta. (In Russ.)
- Sorokin, P. A. (2006). Social’naya i kul’turnaya dinamika = Social and cultural dynamics. Moscow: Astrel. (In Russ.)
- Merenkova, I. Yu. (1998). Razrabotka social’no-psihologicheskoj tipologii rossijskogo potrebitelya: PhD in Psychology. Moscow. http://www.dslib.net/soc-psixologia/razrabotka-socialno-psihologicheskoj-tipologii-rossijskih-potrebitelej.html (In Russ.)
- Dargan, A. A. et al. (2013). Sovremennyj chelovek v social’nom, duhovnom i informacionnom prostranstve = Modern man in the social, spiritual and information space: [collective monograph]. Moscow: Pero. (In Russ.)
- Ivanova, S. (2022) Problema tekhnizacii kul’tury XXI veka = The problem of the technization of culture of the 21st century // Historicus. URL: https://historicus.media/problema_tehnizatsii_kulturi_XXI_veka/https://historicus.media/problema_tehnizatsii_kulturi_XXI_veka/ (In Russ.)
- Sahlins, M. D. (1964). Culture and enviroment. In Tax, S. (ed.), Horizons of Anthropology (pp. 132–148). Chicago: Aldine Publishing Company.
- White, L. A. (1949). The science of culture : A study of man a. civilization. New York : Farrar, Straus a. Cudahy, Cop. 12. Logunova, O. S., Lebedev, P. A. (2021). Digital-selebriti: transformaciya teoreticheskih podhodov = Digital celebrities: transformation of theoretical approaches. Monitoring obshchestvennogo mneniya: ekonomicheskie i social’nye peremeny, 5, 12–31. https://www.monitoringjournal.ru/index.php/monitoring/article/view/1992/1583 (In Russ.).
- Boorstin, D. J. (1961). The image: A guide to pseudo-events in America. New York: Vintage Books. A Division of Random House, Inc.
- Rojek, C. (2001). Celebrity. London: Reaktion Books.
- Merzlyakova, V. N. (2021). Celebrity culture v sisteme sovremennyh kul’turnyh industrij: osobennosti proizvodstva publichnosti v strukture novyh media = Celebrity culture in the system of modern cultural industries: features of the production of publicity in the structure of new media. Monitoring obshchestvennogo mneniya: ekonomicheskie i social’nye peremeny, 5, 47–63. https://www.monitoringjournal.ru/index.php/monitoring/article/view/2008/1585 (In Russ.).
Supplementary files
