https://orcid.org/0000-0001-9718-3437
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ABSTRACT
In this essay, we interrogate the boundary between the highly controlled Hollywood celebrity star system and the highly liberated social media influencer. By examining the case of Lil Miquela, a virtual social media influencer created through computer-generated imagery (CGI), we introduce the notion of a re-imagined virtual star system, which is defined by techno-human cultural intermediaries and the non-agentic persona as property. The virtual star system calls attention to contradictions between the real and the artifice and questions the significance of authenticity in both celebrity practice and the influencer industry.
Disclosure statement
No potential conflict of interest was reported by the authors.
Additional information
Notes on contributors
Jenna Drenten
Jenna Drenten is Associate Professor of Marketing in the Quinlan School of Business at Loyola University Chicago. Her research explores digital consumer culture and identity.
Gillian Brooks
Gillian Brooks is Assistant Professor of Marketing at King’s Business School at King’s College London. Her research explores influencer marketing and social media strategy.