Traditional media recruit internet celebrities to borrow their younger audiences

Evidence

“Crowd-puller cameos” considers how existing internet celebrities, who already have established follower bases and viewership on social media, are invited to guest participate or even helm sections of traditional media outlets – such as print media, television, radio, and cinema – for the latter to capitalize upon their internet-native audiences and reinvigorate the former’s (fading) presence and relevance in the digital age. They are usually mobilized to revitalize the falling viewership in traditional media industries. — Crystal Abidin, Internet Celebrity, 192

Amidst the rising popularity of social media entertainment and YouTube content production in the early to mid-2010s, ratings for traditional media outlets such as television were dipping. Producers and directors for the small and big screens, as well as editors for print media, began engaging internet celebrities to cameo in or anchor content on their respective domains in a bid to capture the youth audience. … This cross-platform strategy to lure viewership was corroborated by Munah in a press interview. — Crystal Abidin, Internet Celebrity, 198

Categorization

• DEFINE: Defines ‘crowd-puller cameos’ as a distinct strategy within the influencer-media typology.
• SEED: Crossover phenomenon worth an essay on how legacy media borrows influencer audiences as a rescue strategy — parallels the later reverse migration of celebrities into influencer spaces.
• corroborated: 2 independent passages support this claim — Crystal Abidin, Internet Celebrity: Understanding Fame…, 192; Crystal Abidin, Internet Celebrity: Understanding Fame…, 198
• XREF: connects to: Traditional media recruit viral everyday users into celebrity roles — Crystal Abidin, Internet Celebrity: Understanding Fame…, 184; Declining ratings drove traditional media to recruit internet celebrities as audience draw — Crystal Abidin, Internet Celebrity: Understanding Fame…, 198; Traditional celebrities now blend social and legacy media in feedback loops (+1 more)

Broader Connections

• Declining ratings drove traditional media to recruit internet celebrities as audience draw #corroborates (0.95) — Crystal Abidin, Internet Celebrity, 198
• Traditional celebrities now blend social and legacy media in feedback loops #expands (0.72)