Fake It ‘till You Make It in a War Zone for Popularity
What we know today as an ‘internet celebrity’ is someone who “attains prominence and popularity native to the internet” (Abidin, 2018 p.15). The ambiguous nature of this assertion leaves me bemused. Is ‘popularity’ based on the number of followers, or rather in terms of likeability? The desire to be ‘popular’, in any definition, inevitably fosters competition rather than cooperation online (Abidin, 2018), making the internet a war zone for ‘popularity’ often hosting outbursts and scandals.
Why do we care for popularity? Humans’ need for validation and recognition is constantly reinforced through socialisation and social structures (Elder-Vass, 2019), routinely having our worth recognised by others. How individuals present themselves (in real life and online) reflects the dominant cultural interests of that time (Hearn, 2008). We present ourselves according to the dominant, ‘popular’ ideal to fit in, receive affirmation and feel validated by others, all whilst ideals change in time and context, see the changing ideals of fashion.
Our definitions of ‘popularity’ may differ, but what we can agree on is that it is not achieved through merit, rather there are unjust inequalities, particularly in the online beauty community. Successful influencers are predominantly white or ‘light skinned’, like Manny MUA and NikkieTutorials. The dominant ideal at present is ‘whiteness’, the gateway to popularity.
There is a blatant lack of diversity; ethnocentrism is not limited to the beauty community but many aspects of life. We know the beauty industry fails BAME groups, as “most beauty journalism still assumes readers are white” (Fetto, 2019) but the internet ought to celebrate diversity and overshadow traditionalist mass media — where is the change we’re waiting for?
Yet, there appears an over representation of BAME groups in memes, where they become a laughing stock. Creating humour out of BAME groups is ‘commodification of otherness’ and “appropriation of marginalised cultures for memes” that “further marginalises rather than liberates users” (Steel, 2013; Abidin, 2018 p.40), i.e. Kimberley Wilkins coining ‘Ain’t Nobody Got Time For That’.
With immutable barriers placed on success, desperate attempts to be ‘popular’ may result in a mentality of ‘fake it till you make it’. Internet celebrities can control and negotiate the presentation of identity (Marshall, 2010) and will do so in accordance to what sells in a consumerist society, rather than what is genuine. Search ‘beauty community’ on YouTube to witness a vast discussion that may make you question the transparency and glamour of the content you view online.
The idea than internet celebrity ‘success’ comes only from hard work is false. Online self presentation is not always authentic and is generally determined by ideological social ideals. To be in with a chance of popularity or success in internet terms, one has to ‘fake it ‘till they make it’, being the version that pleases the majority, marginalising minorities.
It’s only human to want to be liked, right?
Be sure to follow my discussion of ‘Internet Celebrity: Understand Fame Online’.
References;
Abidin, C. (2018). Internet Celebrity: Understanding Fame Online. Bingley: Emerald.
Fetto, F. (29 September 2019). The beauty industry is still failing black women, The Guardian. Retrieved from: https://www.theguardian.com/global/2019/sep/29/funmi-fetto-happy-in-my-skin-beauty-industry-diversity [accessed 6 December 2019]
Marshall, P D. (2010). The promotion and presentation of the self: Celebrity as marker of presentational media, Celebrity Studies 1(1) 35-48. Doi:10.1080/19392390903519057.
Perelli, A. (6 August 2019). The top 15 makeup and beauty YouTubers in the world, some of whom are making millions of dollars, Business Insider. Retrieved from: https://www.businessinsider.com/beauty-and-makeup-youtube-channels-with-most-subscribers-2019-7?r=US&IR=T [accessed 6 December 2019]
Steel, C K. (2013). “Shaking off the ‘Other’: Appropriation of marginalized cultures and the ‘Harlem Shake’.” Selected Papers of Internet Research 4.0
