Celebritization and Kitsch: Correlated Phenomena Shaping Aesthetic Values in Contemporary Mass Culture
Celebritization and Kitsch: Correlated Phenomena Shaping Aesthetic Values in Contemporary Mass Culture

Summary/Abstract: The paper presents the common characteristics and aesthetic implications of two correlated phenomena, celebritization and kitsch, in contemporary society. While celebritization refers to the process of transforming individuals into public figures through intense media attention, kitsch pertains to mass-produced objects and themes often considered unoriginal or aesthetically void. Both phenomena are rooted in contemporary mass culture and are closely linked to commercialization, media, and market values. The study examines how celebritization and kitsch influence aesthetic perception, aesthetic norms, and values in society, particularly through mechanisms of emotional simplification, repetition, and media-driven visibility. At the same time, the research highlights their socially integrative functions: celebritization shapes collective ideals and social aspirations, while kitsch democratizes aesthetic enjoyment, fosters cultural solidarity, and generates accessible emotional engagement across diverse groups. These findings suggest that both phenomena are not only markers of superficiality but also active agents in shaping cultural participation, public taste, and aesthetic sensibilities in modern society.

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