Fame used to be something you had to ask for, because being famous required access to limited infrastructure. Media access was scarce, and so you had to work to be noticed by the gatekeepers of that infrastructure.

Digital communication an internetworking fundamentally changed that; the cost to publish dropped to approximately zero. Basic media access is de facto no longer scarce. You no longer need to appeal to a gatekeeper when you can e.g. post a tweet for free.

This means it it now possible to accidentally reach a much larger audience than the most of the pre-internet media. Fame is now something that can happen to you. Worse, the traditional idea of fame was something you could walk away form. You simply quit participating; being some type of celebrity was a job that required maintenance. When you become accidentally famous on Twitter/etc it is often your normal life that happened to become famous. Walking away form that means walking away from your normal life.

For a very good explanation of this topic, I recommend this[1] video.

[1] https://www.youtube.com/watch?v=PmTUW-owa2w