In 1968, Walter Cronkite spoke out against the Vietnam War on CBS.  “It seems now more certain than ever that the bloody experience of Vietnam is to end in a stalemate,” he told America. As a result of Cronkite’s address, American opinion of the war shifted overnight.  Lyndon Johnson is rumored to have said, “I’ve lost Middle America.”

For millions of baby boomers and their parents Cronkite was considered an influential celebrity; someone who because of his years as a journalist could be trusted.  As media continues to democratize, generation Y’s concept of celebrity continues to change. Today, with the advent of YouTube, becoming a celebrity is easier than ever.  YouTube not only promotes existing celebrities, but it also breeds its own stars.  

Although YouTube makes it easier to develop a fan base, no modern celebrity matches the authority had by Walter Cronkite. “Our concept of ‘celebrity’ has become so diluted,” said Adam Penenberg, a journalist and author whose book, “The Viral Loop,” examines companies that survive by going viral. “Today, there is no one celebrity that has this kind of power.”

 In 2008, YouTube attracted 300 million viewers worldwide, more than any network on television. It is the second largest search engine in the world behind only Google, according to comScore Media Matrix.

Of the top ten most viewed clips on YouTube, six are music videos made by chart-topping pop stars like Avril Lavigne and Rihanna. The other four are celebrities whose fame is exclusive to YouTube and the surrounding Internet community. The crossover between the two groups remains limited.

Some success stories have percolated through to the mainstream celebrity status.  Bo Burnham is a comedic musician whose channel on YouTube earned him a recording contract, a special on Comedy Central and a 26-city tour across the United States.   

Like Burnham, independent filmmaker Jon Foster expanded his celebrity beyond YouTube. Foster was nominated for a BAFTA award for an interactive zombie film that he started on YouTube. It was then picked up by the BBC.

But, not all YouTube celebrities experience success like Foster or Burnham. Since YouTube is still a developing medium, the proportion of Internet celebrity recognition remains lower than mainstream celebrity recognition. YouTube’s grassroots promotion style is ideal for producing a large quantity of celebrities, but their fame is extremely limited.

So, how does a Burnham or a Foster make it on YouTube?  “The appeal of most viral and truly popular videos tends to be rooted in a sense of intimate authenticity,” wrote author Vicky Allan in her article, “Famous for 15 Minutes? Who Needs that Long?” This authenticity is difficult to produce artificially, which is why Hollywood has not been able to tap into YouTube as well as the standard contributor. 

YouTube, still an emerging medium, has not caught up to Hollywood, which for almost a century has shown that it has the power and money to build celebrities.  “Back during the ‘I Love Lucy’ era, there were only three networks on television,” said Penenberg. “So, advertisers knew where to put their money.” Today, without the support of advertisers, big YouTube stars can’t flourish the way Lucille Ball once did. The internet is too chaotic and unstable.

While YouTube stars haven’t addressed a nation on the Vietnam War or cast their footprints on the Hollywood walk of fame, they are slowly infiltrating mainstream media. These YouTube stars are creating a new platform for a more viral celebrity status—one click at a time.