“When we say ‘microfamous,’ our inclination is to imagine a smaller form of celebrity, a lower life-form striving to become a mammal—the macrofamous or suprafamous, perhaps,” Sorgatz wrote with his accustomed wit. “But microfame is its own distinct species of celebrity, one in which both the subject and the ‘fans’ participate directly in the celebrity’s creation. Microfame extends beyond a creator’s body of work to include a community that leaves comments, publishes reaction videos, sends e-mails, and builds Internet reputations with links.”

Tim Wu, The Attention Merchants, loc. 1022