The Making of Microcelebrity: AfreecaTV and the Younger Generation in Neoliberal South Korea

This article follows a recent thread of work on microcelebrity on social media and examines live streaming broadcasting jockeys (BJs) on AfreecaTV and their self-branding strategies in the South Korean context. As the nature of media platform influences self-branding tactics of microcelebrity, this article focuses on analyzing the text of popular live streaming and the chats among the viewers and BJs. Using the framework of authenticity, I argue that popular microcelebrities of AfreecaTV present a self-branding tactic of staged personae that are often exaggerated and aggressive rather than presenting self as intimate and ordinary figures who interact immediately with their fans. Staged personae are presented in conjunction with the viewer as the aggressive interaction in the chat rooms between the BJ and the audience strengthens exaggeration and aggressiveness. In the context of neoliberal self-care, I also argue that the making of microcelebrity on AfreecaTV is distinctly shaped by the larger generational culture of yingyŏ . The focus on unproductive work, idleness, and momentary entertainment among BJs and the viewer represents their rejection to neoliberal self-care, which has long been a key tool of personal success and prosperity in the context of neoliberal Korea