Microcelebrity refers to the affective capital engendered and commodified by various social and new media platforms where identity and brand are merged and measured in likes, shares, follows, comments and so on.

Alice Marwick calls microcelebrity a negotiation practice that: “[I]nvolves creating a persona, performing intimate connections to create the illusion of closeness, acknowledging an audience and viewing them as fans, and using strategic reveal of information to maintain interest” (2010; 2012). 

Or more plainly: attention on social media both compensates for and is the logical endpoint of commoditized care work.