{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,7,16]],"date-time":"2026-07-16T06:09:17Z","timestamp":1784182157422,"version":"3.55.0"},"reference-count":55,"publisher":"SAGE Publications","issue":"12","license":[{"start":{"date-parts":[[2021,9,23]],"date-time":"2021-09-23T00:00:00Z","timestamp":1632355200000},"content-version":"tdm","delay-in-days":0,"URL":"https:\/\/journals.sagepub.com\/page\/policies\/text-and-data-mining-license"}],"funder":[{"DOI":"10.13039\/501100001809","name":"National Natural Science Foundation of China","doi-asserted-by":"publisher","award":["71832015"],"award-info":[{"award-number":["71832015"]}],"id":[{"id":"10.13039\/501100001809","id-type":"DOI","asserted-by":"publisher"}]},{"DOI":"10.13039\/501100001809","name":"National Natural Science Foundation of China","doi-asserted-by":"publisher","award":["71872115"],"award-info":[{"award-number":["71872115"]}],"id":[{"id":"10.13039\/501100001809","id-type":"DOI","asserted-by":"publisher"}]},{"DOI":"10.13039\/501100003453","name":"Natural Science Foundation of Guangdong Province","doi-asserted-by":"publisher","award":["2020A1515011201"],"award-info":[{"award-number":["2020A1515011201"]}],"id":[{"id":"10.13039\/501100003453","id-type":"DOI","asserted-by":"publisher"}]}],"content-domain":{"domain":["journals.sagepub.com"],"crossmark-restriction":true},"short-container-title":["New Media &amp; Society"],"published-print":{"date-parts":[[2023,12]]},"abstract":"<jats:p>The process of how ordinary people evolve to be well-known by delivering varied digital media content (i.e. micro-celebrification) remains perplexing. This study examines the role of mutation strategy featuring: (1) mutation diversity (the degree of evenness of content distribution across mutated styles) and (2) mutation divergence (i.e. the degree of inhomogeneity among mutated content styles), in predicting the success of micro-celebrification for ordinary people with varying talent levels. The results of survival analysis of a talent competition streamed on a major digital media platform in China suggest that a more diverse mutation in media content yields a higher chance of micro-celebrity success among participants in the competition. Interestingly, less talented participants benefit more from increasing mutation diversity compared with highly talented peers. Moreover, higher mutation divergence in the emotion evoked by media content increases the chance of success in micro-celebrification, opposite to that in the content genre and creator trait.<\/jats:p>","DOI":"10.1177\/14614448211045664","type":"journal-article","created":{"date-parts":[[2021,9,23]],"date-time":"2021-09-23T09:32:30Z","timestamp":1632389550000},"page":"3455-3476","update-policy":"https:\/\/doi.org\/10.1177\/sage-journals-update-policy","source":"Crossref","is-referenced-by-count":8,"title":["Road to micro-celebration: The role of mutation strategy of micro-celebrity in digital media"],"prefix":"10.1177","volume":"25","author":[{"given":"Xingyu","family":"Chen","sequence":"first","affiliation":[{"name":"Shenzhen University, China"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-3864-2151","authenticated-orcid":false,"given":"Ling","family":"Jiang","sequence":"additional","affiliation":[{"name":"York University, Canada"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Sentao","family":"Miao","sequence":"additional","affiliation":[{"name":"McGill University, Canada"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Cong","family":"Shi","sequence":"additional","affiliation":[{"name":"University of Michigan, USA"}],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"179","published-online":{"date-parts":[[2021,9,23]]},"reference":[{"key":"e_1_3_3_2_1","unstructured":"Abidin C (2015) Communicative intimacies: influencers and perceived interconnectedness. Ada: A Journal of Gender New Media and Technology 8. Available at: https:\/\/scholarsbank.uoregon.edu\/xmlui\/bitstream\/handle\/1794\/26365\/ada08-commu-abi-2015.pdf?sequence=1&isAllowed=y"},{"key":"e_1_3_3_3_1","doi-asserted-by":"publisher","DOI":"10.1109\/TAC.1974.1100705"},{"key":"e_1_3_3_4_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.intmar.2019.03.003"},{"key":"e_1_3_3_5_1","doi-asserted-by":"publisher","DOI":"10.1007\/978-3-030-17902-1_5"},{"key":"e_1_3_3_6_1","doi-asserted-by":"publisher","DOI":"10.1007\/s10824-009-9102-6"},{"key":"e_1_3_3_7_1","doi-asserted-by":"publisher","DOI":"10.1177\/0003122417728662"},{"key":"e_1_3_3_8_1","volume-title":"Finding the Edge: Online Persona Creation by Fringe Artists","author":"Barbour K","year":"2014","unstructured":"Barbour K (2014) Finding the Edge: Online Persona Creation by Fringe Artists. Geelong, VIC, Australia: Deakin University."},{"key":"e_1_3_3_9_1","volume-title":"Youtube: Online Video and Participatory Culture","author":"Burgess J","year":"2009","unstructured":"Burgess J, Green J (2009) Youtube: Online Video and Participatory Culture. Malden, MA: Polity Press."},{"key":"e_1_3_3_10_1","doi-asserted-by":"publisher","DOI":"10.5040\/9798400623967"},{"key":"e_1_3_3_11_1","first-page":"19","volume-title":"Social Change in Developing Area: A Reinterpretation of Evolutionary Theory","author":"Campbell DT","year":"1965","unstructured":"Campbell DT (1965) Variation and selective retention in socio-cultural revolution. In: Barringer HR, Blanksten GI, Mack RW (eds) Social Change in Developing Area: A Reinterpretation of Evolutionary Theory. Cambridge, MA: Schenkman, pp. 19\u201348."},{"key":"e_1_3_3_12_1","first-page":"33","volume-title":"Microcelebrity around the Globe","author":"Cirucci AM","year":"2019","unstructured":"Cirucci AM (2019) Facebook and unintentional celebrification. In: Abidin C, Brown ML (eds) Microcelebrity around the Globe. Bingley: Emerald Publishing, pp. 33\u201345."},{"key":"e_1_3_3_13_1","doi-asserted-by":"publisher","DOI":"10.1080\/01292980601012410"},{"key":"e_1_3_3_14_1","volume-title":"The Selfish Gene","author":"Dawkins R","year":"1976","unstructured":"Dawkins R (1976) The Selfish Gene. New York: Oxford University Press."},{"key":"e_1_3_3_15_1","doi-asserted-by":"publisher","DOI":"10.1111\/j.1083-6101.2007.00394.x"},{"key":"e_1_3_3_16_1","doi-asserted-by":"publisher","DOI":"10.1177\/1367877912459140"},{"key":"e_1_3_3_17_1","doi-asserted-by":"publisher","DOI":"10.1080\/01621459.1988.10478612"},{"key":"e_1_3_3_18_1","doi-asserted-by":"publisher","DOI":"10.1080\/15213269.2019.1608257"},{"key":"e_1_3_3_19_1","doi-asserted-by":"publisher","DOI":"10.1632\/pmla.2011.126.4.1061"},{"key":"e_1_3_3_20_1","doi-asserted-by":"publisher","DOI":"10.1093\/biomet\/53.3-4.325"},{"key":"e_1_3_3_21_1","unstructured":"Ismail K (2018) Social media influencers: mega macro micro or nano. Available at: https:\/\/www.cmswire.com\/digital-marketing\/social-media-influencersmega-macro-micro-or-nano\/ (accessed 19 April 2021)."},{"key":"e_1_3_3_22_1","first-page":"5233","article-title":"In the time of the micro-celebrity: celebrification and the YouTuber Zoella","volume":"10","author":"Jerslev A","year":"2016","unstructured":"Jerslev A (2016) In the time of the micro-celebrity: celebrification and the YouTuber Zoella. International Journal of Communication 10: 5233\u20135251.","journal-title":"International Journal of Communication"},{"key":"e_1_3_3_23_1","doi-asserted-by":"publisher","DOI":"10.1080\/19392397.2015.1095644"},{"key":"e_1_3_3_24_1","doi-asserted-by":"publisher","DOI":"10.1002\/9780470316801"},{"key":"e_1_3_3_25_1","doi-asserted-by":"publisher","DOI":"10.1080\/0267257X.2020.1718740"},{"key":"e_1_3_3_26_1","doi-asserted-by":"publisher","DOI":"10.1177\/03057356810090010201"},{"key":"e_1_3_3_27_1","doi-asserted-by":"publisher","DOI":"10.1111\/j.1467-8454.1996.tb00045.x"},{"key":"e_1_3_3_28_1","doi-asserted-by":"publisher","DOI":"10.1080\/19392397.2016.1218292"},{"key":"e_1_3_3_29_1","doi-asserted-by":"publisher","DOI":"10.1007\/978-1-4419-6646-9"},{"key":"e_1_3_3_30_1","unstructured":"LEGO (2019) Lego group kicks off global program to inspire the next generation of space explorers as NASA celebrates 50 years of moon landing. Available at: https:\/\/www.prnewswire.com\/news-releases\/lego-group-kicks-off-global-program-to-inspire-the-next-generation-of-space-explorers-as-nasa-celebrates-50-years-of-moon-landing-300885423.html (accessed 1 August 2020)."},{"key":"e_1_3_3_31_1","doi-asserted-by":"publisher","DOI":"10.1093\/biomet\/85.3.605"},{"key":"e_1_3_3_32_1","doi-asserted-by":"publisher","DOI":"10.1177\/1461444820918549"},{"key":"e_1_3_3_33_1","doi-asserted-by":"publisher","DOI":"10.1080\/19392390903519057"},{"key":"e_1_3_3_34_1","doi-asserted-by":"publisher","DOI":"10.1177\/1464884913488720"},{"key":"e_1_3_3_35_1","doi-asserted-by":"publisher","DOI":"10.1080\/19392397.2015.1062649"},{"key":"e_1_3_3_36_1","doi-asserted-by":"publisher","DOI":"10.1177\/1354856510394539"},{"key":"e_1_3_3_37_1","doi-asserted-by":"publisher","DOI":"10.1177\/1056492602250516"},{"key":"e_1_3_3_38_1","unstructured":"Richardson E (2020) Which youtubers had the most subscribers going into 2020. Available at: https:\/\/influencermatchmaker.co.uk\/blog\/which-youtubers-had-most-subscribers-going-2020 (accessed 1 August 2020)."},{"key":"e_1_3_3_39_1","doi-asserted-by":"publisher","DOI":"10.1016\/0377-0427(87)90125-7"},{"key":"e_1_3_3_40_1","first-page":"3","volume-title":"Twitter and Society","author":"Schmidt J-H","year":"2014","unstructured":"Schmidt J-H (2014) Twitter and the rise of the personal publics. In: Weller K, Bruns A, Burgess J, et al. (eds) Twitter and Society. New York: Peter Lang, pp. 3\u201314."},{"key":"e_1_3_3_41_1","doi-asserted-by":"publisher","DOI":"10.1111\/jcc4.12120"},{"key":"e_1_3_3_42_1","volume-title":"Camgirls: Celebrity and Community in the Age of Social Networks","author":"Senft TM","year":"2008","unstructured":"Senft TM (2008) Camgirls: Celebrity and Community in the Age of Social Networks. New York: Peter Lang."},{"key":"e_1_3_3_43_1","doi-asserted-by":"publisher","DOI":"10.1002\/9781118321607.ch22"},{"key":"e_1_3_3_44_1","doi-asserted-by":"publisher","DOI":"10.1002\/j.1538-7305.1948.tb01338.x"},{"key":"e_1_3_3_45_1","doi-asserted-by":"publisher","DOI":"10.1037\/0033-295X.106.3.435"},{"key":"e_1_3_3_46_1","volume-title":"Youtubers: How Youtube Shook Up TV and Created a New Generation of Stars","author":"Stokel-Walker C","year":"2019","unstructured":"Stokel-Walker C (2019) Youtubers: How Youtube Shook Up TV and Created a New Generation of Stars. Kingston upon Thames: Canbury Press."},{"key":"e_1_3_3_47_1","doi-asserted-by":"publisher","DOI":"10.1111\/j.1525-142X.2006.00101.x"},{"key":"e_1_3_3_48_1","doi-asserted-by":"publisher","DOI":"10.1093\/jhered\/esp048"},{"key":"e_1_3_3_49_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.exger.2008.10.005"},{"key":"e_1_3_3_50_1","volume-title":"Microcelebrity Practices: A Cross-Platform Study through a Richness Framework","author":"Tanupabrungsun S","year":"2018","unstructured":"Tanupabrungsun S (2018) Microcelebrity Practices: A Cross-Platform Study through a Richness Framework. Syracuse, NY: Syracuse University."},{"key":"e_1_3_3_51_1","doi-asserted-by":"publisher","DOI":"10.1509\/jmkg.70.3.104"},{"issue":"3","key":"e_1_3_3_52_1","first-page":"3","article-title":"Media and emotions","volume":"24","author":"Wirth W","year":"2005","unstructured":"Wirth W, Schramm H (2005) Media and emotions. Communication Research Trends 24(3): 3\u201339.","journal-title":"Communication Research Trends"},{"key":"e_1_3_3_53_1","unstructured":"Yan G (2019) Emerging trends in Chinese internet consumption. Available at: https:\/\/insights.nikkoam.com\/articles\/2019\/10\/emerging-trends-in-chinese-internet-consumption?region=japan (accessed 1 August 2020)."},{"key":"e_1_3_3_54_1","doi-asserted-by":"publisher","DOI":"10.1007\/978-3-319-91716-0_42"},{"key":"e_1_3_3_55_1","doi-asserted-by":"publisher","DOI":"10.1037\/1528-3542.8.4.494"},{"key":"e_1_3_3_56_1","first-page":"57","volume-title":"Microcelebrity around the Globe","author":"Zhang G","year":"2019","unstructured":"Zhang G, de Seta G (2019) Being \u201cred\u201d on the internet: the craft of popularity on chinese social media platforms. In: Abidin C, Brown ML (eds) Microcelebrity around the Globe. Bingley: Emerald Publishing, pp. 57\u201367."}],"container-title":["New Media &amp; Society"],"original-title":[],"language":"en","link":[{"URL":"https:\/\/journals.sagepub.com\/doi\/pdf\/10.1177\/14614448211045664","content-type":"application\/pdf","content-version":"vor","intended-application":"text-mining"},{"URL":"https:\/\/journals.sagepub.com\/doi\/full-xml\/10.1177\/14614448211045664","content-type":"application\/xml","content-version":"vor","intended-application":"text-mining"},{"URL":"https:\/\/journals.sagepub.com\/doi\/pdf\/10.1177\/14614448211045664","content-type":"unspecified","content-version":"vor","intended-application":"similarity-checking"}],"deposited":{"date-parts":[[2026,5,2]],"date-time":"2026-05-02T03:52:43Z","timestamp":1777693963000},"score":1,"resource":{"primary":{"URL":"https:\/\/journals.sagepub.com\/doi\/10.1177\/14614448211045664"}},"subtitle":[],"short-title":[],"issued":{"date-parts":[[2021,9,23]]},"references-count":55,"journal-issue":{"issue":"12","published-print":{"date-parts":[[2023,12]]}},"alternative-id":["10.1177\/14614448211045664"],"URL":"https:\/\/doi.org\/10.1177\/14614448211045664","relation":{},"ISSN":["1461-4448","1461-7315"],"issn-type":[{"value":"1461-4448","type":"print"},{"value":"1461-7315","type":"electronic"}],"subject":[],"published":{"date-parts":[[2021,9,23]]}}}