From the Streets to TikTok
New Celebrities Gain Ground over Traditional Media Figures
Abstract
Social media platforms have provided visibility to individuals who, prior to their participation in these spaces, often went unnoticed. Before the rise of social media, being a celebrity was associated with belonging to a select group of people who appeared in traditional media, possessed artistic talent, or excelled in high-performance sports. Today, however, the massification of content has given visibility to individuals who showcase their authenticity, daily routines, charisma, and empathy with audiences on social media, particularly on TikTok. In the case of El Salvador, the findings of this academic study show that “viral videos” featuring humor, dance, or emotional content have transformed ordinary citizens with no prior media exposure into new celebrities through the videos they publish. Followers consider the type of content important when choosing to follow influencers consistently, but they also value “ordinariness” and “authenticity” as key factors in maintaining their interest and loyalty.
EMH ABIERTA_I_N19-2025-46-61.
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