According to the interpretation pro

According to the interpretation proposed above, the success of TOWS crowdfunding should be therefore understood mainly in terms of microcelebrity practices on social media. However, such popularity has to be considered also in relation to the attention that mainstream media eventually gave to Claudia and her journalistic project.As we argued, through her content curation activity on Twitter, Claudia not only developed niche popularity, but also established a networked community that, by amplifying her actions, made her more visible over time, creating the basis for the development of her status as a microcelebrity. In this regard we can think of microcelebrity as a technique that “involves people ‘amping up’ their popularity over the Web using techniques like video, blogs, and social networking sites” (Senft, 2008: 25). In microcelebrity practices on social media therefore, we face a code-switching between fans and friends, audiences and communities (Senft, 2013).It should be noted that the goal of microcelebrity practices is not necessarily to transform such authority in mainstream popularity; rather it might just be to keep or develop a status within a specific community. However, especially within current hybrid information ecosystems (i.e. systems where legacy, web and social media spheres are highly intertwined and characterised by a continuing mutual reference, see Chadwick, 2013) it is not unlikely that the online microcelebrity eventually attracts the attention of the mainstream media.