This change in the cultural status of the fans and fandom groups is best exemplified in the efforts taken by the celebrities and people to connect with the consumers. Even the modern politicians use the social media tools to engage and interact with people. The media celebrities and the politicians have now started to take more efforts to reach out to people. The movies and the elections that are conducted in the recent times seem to be dependent on these fandoms and internet groups. The people have been able to connect and the levels of visibility have been even more prominent in the current times owing to the technological developments.
The celebrities can now easily reach out to the audience. The audience have more access to the celebrity based on the development of Internet and social media. They can connect with their favourite celebrity and also the celebrity can reach out to a wider fan base in different geographical spectrum (Soukup, 2006).
The celebrities and the producers are found to interact with people ask their views and perception. From this they are able to develop content that is pleasing and meeting the requirements. People are also able to easily have access on a personal level with their celebrities. There is a secret groups and fan groups that have developed in this system.
The movie promotions, TV promotion and celebrity shows are now developed in the social media and in the online portals. The people are now able to interact with others and create content that would enable them to relate more on a personal level. The audience participation has grown in prominence in the current times based on this system. The producers are developing unique games and using game theory to connect with the people from different strata in the society. There is increase in the target consumer base and decrease in the exclusion. The advertisers seem to adhere to the latest development in technology. The trends favour the growth of the social media and formation of media content based on these tenets (Becker and Schönbach, 2013).
In this paradigm, the emerging challenge is the growing number of hate groups and celebrity false news. There is a need for the new age fan to discern between the real information and the false propaganda that is being made. People are now inundated with information that is sometimes false news. These impact the ways in which the audience perceive and interact with the people.There is increased critique for the celebrities with the development of the internet(Becker and Schönbach, 2013). People now have newer ways to interact and also chastise people. One of the challenges aspects of the current development is addressing the issues of libel for people. There is fostering of propaganda and hateful ideologies regarding the celebrities that are gaining prominence in the current times.