Abstract

However, strange though it may seem, personal celebrity (as well as fame, popularity etc.) is hardly included in the list of those resources. This happens despite the increasing role of this phenome-non in modern life and the fact that the aspiration for it affects value aims of a growing number of people. What is more, it begins to influence the changes of social relations and stratification. The subject of the present article is the investigation of the influence of the personal celebrity factor on the social life of modern society, the analysis of characteristics of celebrities as a special stratum, and reasons for the rapid increase in the importance of social role of personal celebrity in the last century.