Nowadays, celebrity is a state of mind

Modern celebrity has shifted from traditional, monocultural fame to a fragmented landscape where "lowercase f" fame—driven by influencers and reality television—often rivals the reach and financial success of established stars. This transition reflects a gig-economy approach to stardom, where individuals monetize personal narratives and niche audiences rather than relying solely on traditional creative output. Reality television has fundamentally altered this dynamic by providing a platform for ordinary people to build sustainable, long-term careers through consistent engagement. Meanwhile, intense stan communities act as the primary keepers of celebrity legacies, controlling online discourse and shaping public perception. As fame becomes increasingly accessible yet ephemeral, the distinction between "who" and "them" serves as a critical framework for understanding how public figures maintain relevance in an era where personal branding often outweighs professional achievement.