Mediatization, polarization, and intolerance (between environments, media, and circulation)

Jacques A. Wainberg 110 words, what turns a famous into a celebrity is the frequency of his/her public exposure. The more venerated it is by the fans, the more frequently the celebrity who is famous will be on the media agenda in a vicious circle sustained by inertia. The activation of the celebrant’s feelings of sympathy and appreciation sometimes derives from an exclusive ability of the celebrated, from a role he/she plays in society, and also from his/her theatrical and scenic capacity. The well-admired famous is sometimes adored internationally, this being one of the vis- ible aspects of globalization. The inhabitants of Mozambique, for example, were the ones who proportionately most revered Beyoncé in 2004. And the Paraguayans were the ones who most worshiped Miley Cyrus. In other words, stars positioned in the central countries manage to disseminate their voices, faces, and attitudes through the media on the four continents. It is also the case of Madonna. In themost serious cases of this type of para-social inter- action, some people become obsessed with a particular personal- ity. This fact explains the celebrated party’s concern to frequently expose himself/herself to the media. Only then he/she animates a continuous flow of stimuli that assures him/her an audience and the necessary popularity for his/her status as an idol. The cel- ebrant even begins to imitate the behavior of the celebrated, an attitude typified as erotomania . The small details of the idol’s life start to interest the celebrant who lets himself/herself be carried away by this type of illusory experience. It is, in fact, a passion- ate delusion. The celebrated gets used to meeting fans who enjoy imaginary intimacy with him/her. It is also stimulated by fan pag- es, which serve the purposes of worshiping his/her personality. In addition to studying this type of relationship be- tween form and content in political communication and enter- tainment, something that the monarchies of kings and queens and showbiz celebrities have learned to do to win the esteem of the masses, it is possible to present, in this fourth stage of my speech, yet another example of how communication technology imposes and shapes social behaviors. It is what I call the media- tization of voice and discourse. Political leaders are usually identified by the rhetori - cal style they practice, especially the rhythm and intonation