Includes bibliographical references and index.

Prologue -- Introduction -- Part I: Norms -- Chapter 1 - Vlogging parlance: strategic talking in beauty vlogs -- Chapter 2 - Facebook and unintentional celebrification -- Chapter 3 - musical.ly and microcelebrity among girls -- Chapter 4 - Being "red" on the internet: the craft of popularity on Chinese social media platforms -- Part II: Labor -- Chapter 5 - Origin stories: an ethnographic account of researching microcelebrity -- Chapter 6 - Fame labor: a critical autoethnography of Australian digital influencers -- Chapter 7 - Net idols and beauty bloggers' negotiations of race, commerce, and cultural customs: emergent genres in Thailand -- Chapter 8 - Catarina, a virgin for auction: microcelebrity in Brazilian media -- Part III: Activism -- Chapter 9 - The rise of Belle from Tumblr -- Chapter 10 - Performing as a transgressive authentic microcelebrity: the Quandeel Baloch case -- Chapter 11: It's just a joke! The playoffs and perils of microcelebrity in India -- Epilogue: The algorithmic celebrity: the future of internet fame and microcelebrity studies -- Index

"This absorbing anthology uses in-depth interdisciplinary case studies from across the globe to examine the practice and concept of microcelebrity. Expanding on the existing theoretical framing of the online celebrity experience, the editors re-theorize microcelebrity to accommodate developments in global internet governance, the evolution of platform politics, the emergence of hybrid forms of celebrity, and the collapsing networks between old and new media. Chapters analyse experiences across Asia, Europe, Latin America and Australia, and consider microcelebrities at all stages of their careers, from everyday users and beginners to veteran influencers. Arguing for new perspectives and theories of microcelebrity that take into account colonial geographies, cross-media networks between influencers and legacy media, and gendered aggression and political discourses in a social media-saturated age, this volume will be of huge value to students and scholars of microcelebrity, social media, digital labour, creative industries and internet culture." - from the publisher