Rethinking Star System in the Age of the Platform
Rethinking Star System in the Age of the Platform

Summary/Abstract: In my study, I examine the shift in celebrity identity as a result of platformization. In this way, the research updates the foundational positions and claims of star studies before the era of digitization. The investigation focuses on four key perspectives. Firstly, it explores the consequences of the filter bubbles phenomenon in relation to the recognition of classic Hollywood film stars. The second perspective addresses the competition between new star types emerging from platformization and the old-fashioned stars, also delving into how social media alters the perception of public persona. The new presentation opportunities of celebrity identity influence viewer identification and interaction modes. The third chapter discusses the ontological uncertainty of celebrity identity in the context of the standardization of virtual stars and deaging procedures. The fourth aspect of platformization, also addressed in the study, examines how the curatorial perspective of streaming platforms influences the perception of celebrities through the positioning of content.

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