The celebritization of society and culture: Understanding the structural dynamics of celebrity culture

In recent debates about the ever-growing prominence of celebrity in society and culture, a number of scholars have started to use the often intermingled terms celebrification' and celebritization'. This article contributes to these debates first by distinguishing and clearly defining both terms, and especially by presenting a multidimensional conceptual model of celebritization to remedy the current one-sided approaches that obscure its theoretical and empirical complexity. Here celebrification' captures the transformation of ordinary people and public figures into celebrities, whereas celebritization' is conceptualized as a meta-process that grasps the changing nature, as well as the societal and cultural embedding of celebrity, which can be observed through its democratization, diversification and migration. It is argued that these manifestations of celebritization are driven by three separate but interacting moulding forces: mediatization, personalization and commodification.