The Cult of Internet Fame

Source: Influencer Marketing – Micro Biz Mag _ An illustration depic… _ Flickr

In the current age of digitalization and social media, platforms like YouTube and Instagram have amassed millions of followers, among which many are transformed from ordinary people into global superstars who have their own following. Their lives and choices influence the cultural landscape and what was once just enjoyed by celebrities now also includes content creators, vloggers, and influencers from social media platforms.

These new age digital idols have a huge community of fans who follow their opinions lives and daily routines almost religiously. Many have become pop culture icons and achieved unprecedented fame through their content. But what is the line between personal life and public entertainment? Let’s see.

The Rise

The rise of social media influencers can’t we pin pointed to an exact time but we do know that this all started when the first blog appeared on the Internet 30 years ago. Ever since then, we have only seen more and more blogs, podcasts, vlogs, videos, and other online creations that have become an industrial sector of their own.

Today, the very face of marketing has changed and many brands choose to hire influencers for marketing their products. This is because influencers have become an integral part of everyone’s life and many people choose to trust what they say on the Internet than their friends or family. So as the influencer industry changes, the audience is evolving constantly as well.

One of the main reasons why these ‘digital stars’ have become so relevant is the fact that they are relatable. People feel connected to their lives because of shared experiences because these are ordinary people who they see and can communicate with. This makes them more approachable and accessible which increases their likability.

Parasocial Relationships

The onset of the influence-audience relationship creates many new factors to look out for. One of them is the creation of parasocial relationships.

A parasocial relationship refers to a one-sided emotional bond between the social media stars and their audience. Unlike relationships where both parties can interact directly, in the case of social media stars, the whole interaction is one sided because they are the only ones who are sharing their lives, opinions, and personalities with their followers, which makes the audience feel like they know the influencer personally.

This phenomenon has been on the rise ever since youtubers and other media personalities have amassed their fandoms. Their content and personal stories keep the audience engaged and fosters a sense of friendship and loyalty.

This is done to generate positive outcomes but can go awry very quickly. Such introductions can quickly blur the line between reality and entertainment, with followers developing unrealistic expectations of influencers. They might also start feeling as if they’re entitled to knowing whatever is going on, which is quite unhealthy for both the star as well as their followers.

Celebrity Culture

Celebrity culture is the phenomenon of catapulting someone to an idealized status. This happens when an individual is so fascinated that they deem their star to be their idol and obsess over their life, personality and every activity. This has been fueled by the constant visibility of celebrities through media outlets and media platforms.

The media plays a big role in this by providing endless coverage of celebrities and reality TV shows and social media platforms allow fans to feel connected to their favorite stars. This can place huge expectations on the celebrities. Just because of celebrity culture, every move they make is scrutinized by the public and they often face immense pressure to maintain the public image they have set up.

The Trainwreck effect

When someone is drawn to situations or individuals that are controversial or self-destructive, that person is suffering from what is called the “Trainwreck Effect”. It is called so because of the tendency of onlookers to not be able to look away from a literal trainwreck.

When it comes to media and entertainment, many audience members are fascinated when a celebrity goes through a bad event or has a controversial problem going on. They watch it with a mix of shock and intrigue, and they can’t tear their eyes away from whatever is happening.

This has been seen mostly in reality TV shows where the more troubling the situation is, the more it attracts attention. This can all be attributed to a combination of sensationalism, and emotional highs and lows.

This can have negative consequences with people exploiting the personal struggles of someone else for their own entertainment and the public’s desensitization to real life problems like mental health and addiction.

Emotional Investment and Escapism

From all of this, it becomes obvious that the public’s emotional investment in digital stars has become very significant. It’s not just a passing interest but a deep connection between the content creators and their audience, which makes the fans feel like they are emotionally involved in the lives of the creators.

For many people, this becomes a form of escapism using which they entertain themselves and step away from their own problems. With the use of interactive platforms like Instagram and TikTok, digital stars give these people the opportunity to feel seen, heard, and engaged, even if the whole relationship is one sided.

Such emotional investment makes the fans feel like their favorite creators are their friends and can have positive outcomes. But it can also affect their mental health tremendously. It can blur the line between entertainment and reality, with fans becoming unhealthier and demanding.

But still, for many people, the content serves as a source of comfort and joy.

Resources

The Rise

Lorenz, T. (2023, October 26). What led to the rise of TikTok stars and YouTube millionaires. Washington Post; The Washington Post. https://www.washingtonpost.com/technology/interactive/2023/influencers-timeline-money-blogs-tiktok-youtube/
‌Digital Stars 2023: Rise Of The Influencers – Forbes India. (2023). Forbes India. https://www.forbesindia.com/article/digital-stars-2023/digital-stars-2023-rise-of-the-influencers/89235/1

Parasocial Relationships

https://www.facebook.com/verywell. (2021). What Is a Parasocial Relationship? Verywell Mind. https://www.verywellmind.com/what-is-a-parasocial-relationship-5210770
‌Parasocial Relationships. (2023). Psychology Today. https://www.psychologytoday.com/us/basics/parasocial-relationships

Celebrity Culture

Celebrity Culture – Sociology of Culture- – iResearchNet. (2018, June 22). Sociology. https://sociology.iresearchnet.com/sociology-of-culture/celebrity-culture/
‌Freelance Contributor. (2023, February 3). Understanding Celebrity Culture: How Fame Impacts Society – FAULT Magazine. FAULT Magazine. https://fault-magazine.com/2023/02/understanding-celebrity-culture-how-fame-impacts-society/

The Trainwreck effect

Raney, A. A., & Bryant, J. (2019). Entertainment and Enjoyment as Media Effect. Routledge EBooks, 324–341. https://doi.org/10.4324/9780429491146-21
‌Media Theory. (2023, August 6). Media Effects Theory | How Media Influences Our Daily Lives. Media Theory. https://mediatheory.net/media-effects/

Emotional Investment and Escapism