There have been multiple phases in the popularity of celebrity culture. Some examples include the broadcasting of television programs where human beings could reach wider audiences and individuals could be given rise to fame. As different technologies were released, the manipulation of audiences changed, and the reaches of celebrity culture has greatly expanded. Entrepreneurial individuals began to recognize the financial value in purposefully promoting certain individuals, and thus a consumer approach to celebrities as brands emerged. A culture began to take shape as consumers accepted celebrities as a part of society. This acceptance along with shrewd marketing perpetuates celebrity culture with its constantly shifting customs and beliefs. Celebrity culture can be viewed as synonymous with celebrity industry, where celebrities are treated as products to be sold. Celebrity culture differs from consumer culture in that celebrity culture is a single aspect of consumer culture. Celebrity culture could not exist without consumer culture, as people are consistently buying magazines, apps for celebrities, and other celebrity-related merchandise. Consumers' choices are thus influenced by celebrities' choices. By following celebrities, consumers are invited to take part in the collective society created by the existence of celebrity culture, unknowingly perpetuated by the consumers themselves. Participants of the celebrity culture phenomenon also include the celebrities themselves, being aware they can brand themselves and achieve financial gains through their own fame and status, apart from the foundation of their celebrity pre-branding.