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Prologue -- Introduction -- Part I: Norms -- Chapter 1 - Vlogging parlance: strategic talking in beauty vlogs -- Chapter 2 - Facebook and unintentional celebrification -- Chapter 3 - musical.ly and microcelebrity among girls -- Chapter 4 - Being "red" on the internet: the craft of popularity on Chinese social media platforms -- Part II: Labor -- Chapter 5 - Origin stories: an ethnographic account of researching microcelebrity -- Chapter 6 - Fame labor: a critical autoethnography of Australian digital influencers -- Chapter 7 - Net idols and beauty bloggers' negotiations of race, commerce, and cultural customs: emergent genres in Thailand -- Chapter 8 - Catarina, a virgin for auction: microcelebrity in Brazilian media -- Part III: Activism -- Chapter 9 - The rise of Belle from Tumblr -- Chapter 10 - Performing as a transgressive authentic microcelebrity: the Quandeel Baloch case -- Chapter 11: It's just a joke! The playoffs and perils of microcelebrity in India -- Epilogue: The algorithmic celebrity: the future of internet fame and microcelebrity studies -- Index