THE CONSTRUCTION OF CAT CELEBRITIES ON SOCIAL MEDIA

Abstract

This research aims to: 1) examine the social construction process of celebrity cats on social media, and 2) analyze the factors correlating with their content presentation. Employing a qualitative research methodology, the study utilized content analysis and semiotic interpretation of eight celebrity cat TikTok accounts with data collected between June 1 and 30, 2025.

          The findings revealed that the cats' original backgrounds served as a crucial factor in determining their identities and the communication strategies employed for personal branding. Stray cats were socially constructed through a “discourse of imperfection,” which emphasized their flawed natural behaviors, humor, and familial intimacy to foster emotional engagement with the audience. Conversely, purebred cats were constructed through a “discourse of perfection,” highlighting aesthetic beauty, luxury, and tranquility. This was achieved using cinematography techniques that accentuated details such as fur and eyes, catering to the audience's psychological therapeutic needs and reflecting social tastes.

          This study reflects that celebrity cats are the product of strategic meaning management, wherein page owners act as encoders. They curate, edit, and construct the pets' personalities through various communication techniques—such as camera angle selection, sound effect utilization, and simulated scenario creation—to align with the Pet Humanization culture prevalent in the digital society. This phenomenon confirms the elevation of pets from mere property to family members and cultural capital, ultimately reflecting the dynamics of contemporary Thai society.