ABSTRACT

We have witnessed the growth and spread of celebrity culture worldwide, from A-list celebrities to ordinary individuals turned micro-celebrities. However, celebrity studies are still lacking in exploring celebrity culture in the global South that has recently seen growth in their micro-celebrities afforded by rising individualism, commodification, and social media penetration. This paper aims to address this gap by examining micro-celebrity practices in three Muslim-majority states in Southeast Asia, namely Brunei, Malaysia, and Indonesia. This paper reveals that celebrification and celebritization processes in these societies demonstrate context appropriation, adaptation, localization, and transcultural flow of celebrity culture. Through the examination of contextualized socio-cultural configurations brought by the micro-celebrities – namely rising local consciousness, development of new subjectivities, and young people’s self-mobilities – this paper contributes to the celebritization process, which goes beyond the individual celebrity to consider the nature of celebrity and its social and cultural embedding in the Muslim-majority Southeast Asian societies.

摘要

我们见证了名人文化在世界范围内的成长和传播，从一线名人到普通人变成了微名人。然而，名人研究仍然缺乏探索全球南方的名人文化，最近由于个人主义、商品化和社交媒体渗透率的提高，他们的微型名人有所增长。本文旨在通过研究东南亚三个穆斯林占多数的国家（即文莱、马来西亚和印度尼西亚）的微名人实践来弥补这一差距。本文揭示了这些社会中的名人化和名人化过程展示了名人文化的背景挪用、适应、本地化和跨文化流动。