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PSA: Influencers aren't relatable
Yes, that includes Emma Chamberlain.
Keep scrolling for MrBeast's most unexpected feud yet.
A new piece by Taylor Lorenz for The Washington Post explores the decentralisation of news and how content creators are beginning to fill the roles of journalists.
Lorenz spoke to several experts and journalists-turned-creators to discuss the “new era” of news consumption, finding that the move away from traditional media brings both opportunities and risks.
The emergence of news creators has fostered a “more diverse ecosystem” — one that is more accessible, informal, and entertaining, especially for young people.
However, with 1 in 5 people under 24 using TikTok for news, traditional media is grappling with financial difficulties as advertising revenue, once directed to these outlets, moves to content creators.
With dwindling support for legacy media, the focus on original reporting and the ethical principles that uphold journalism weakens— making it easier than ever for misinformation to run rampant online.
Lorenz notes that creators “who seek to build audiences based on outrage” are a particular concern for creating a healthy and diverse media landscape.
“These creators tend to focus on polarizing topics guaranteed to generate outrage among their conservative followers and attract coverage by national news outlets,” Lorenz adds.
While these creators may sow the seeds of division, Lorenz suggests that Gen Z is moving away from traditional media because legacy outlets aren’t covering “issues many young people care about.”
“This role is increasingly being filled by content creators, many of whom reject the neutrality of traditional journalism in favour of reporting that takes a stand,” Lorenz concludes.
Read the full piece via The Washington Post.
Speaking of taking a stand, internet users are coming for Charli and Dixie D’Amelio after they went viral for “pretending” to work as Walmart cashiers.
Be Happy Popcorn Snacks is the newest venture from D’Amelio Brands— a multi-brand enterprise that covers the fashion, beauty and lifestyle spaces, with the D’Amelio family at the helm.
While a handful of viewers were excited about the D’Amelio’s latest project, many found the video “demeaning,” claiming the family has trivialised the struggles of working a minimum wage job.
The criticism directed toward the sisters intensified when @PopCrave posted a behind-the-scenes video of the shoot on X. In just two days, the post has garnered over 113 million views, with over 25,000 likes and 19,000 quotes.
While Charli and Dixie’s efforts to look like they are having fun make sense for promotional content, it’s clear that they did not read the room.
Social media tends to amplify economic and class disparities— especially when internet users see everyday people seemingly transform into social media stars overnight.
That being said, influencer-first companies should start thinking more critically about the messages they convey through their “relatable” marketing strategies.
Read the full piece via Centennial World.
But Charli and Dixie aren’t the only influencers being labelled “ignorant” and “out-of-touch.” Internet users have started questioning whether Emma Chamberlain, the once-queen of relatability, has lost her connection to her audience.
Long-time fans of Emma have taken to TikTok to voice their frustration with the ‘Anything Goes’ podcast.
In recent months, Emma's podcast seems to be heading in a more philosophical direction, with some of her latest episodes covering the "I don't chase, i attract" mantra and questions like "Is romantic love an illusion?”
Listeners don't necessarily have a problem with these topics. However, many are frustrated with Emma's commentary— claiming that it lacks nuance and is oversimplified.
Other fans of Emma, such as @glizzzabeth, have made TikToks reviewing some of her recent podcast episodes. They emphasise that her advice should not be taken as a “blanket statement” or be considered applicable to everyone.
“If you listen to Emma Chamberlain and you find that her advice is pertinent to your life… I think that is awesome… that you have found someone in the influencing space to guide you,” Liz says. “I just think it is something that we as a culture and a society need to be aware of because it is happening a lot these days, where Gen Z are looking towards influencers for guidance.”
While there is no denying that Emma still has a strong fanbase, the criticism of 'Anything Goes' is an interesting example of how expectations evolve as her audience matures.
As Emma continues to lead (a privileged) life in the spotlight, it's becoming evident that her audience can no longer relate to her in the same way.
Watch Liz’s full analysis via TikTok.
In this week’s episode of niche influencer drama, the spotlight is on Rosanna Pansino, a long-time YouTuber known for her baking content. Throughout her 13-year tenure on the platform, Rosanna has remained relatively drama-free. However, she now finds herself at odds with MrBeast, a.k.a Jimmy Donaldson.
In 2021, Rosanna participated in MrBeast’s “Creator Games” – a series where social media personalities compete against each other for a one-million-dollar prize.
Rosanna accused MrBeast of cutting her out of the video. She claims she finished in third place and not fifth, as the video shows.
In a (now-deleted) statement on X, Rosanna accused MrBeast of manipulating the footage to make it seem like Larray, Logan Paul, and Zach King were the final three creators. She claimed she was among the top three, along with Zach King and Quackity.
“Despite Jimmy editing out the ONLY FEMALE in the top 3, I was proud of what I had achieved,” Rosanna writes. “I followed the rules of the game, gave it my all, had fun and never gave up. They can’t take that away from me.”
In another post, she revealed that other female creators have contacted her, sharing that they have had similar experiences with MrBeast.
While she later apologised to MrBeast for handling the situation publicly, she has since “redacted her apology.”
Read the full breakdown via Centennial World.
North West has secured her first solo magazine cover and interview in i-D’s Fall/Winter 2023 issue.
There's no denying that North is iconic. However, her cover has garnered mixed reactions, with many online questioning whether a 10-year-old should be in such a position.
TikTok users, including @jemeryas, have criticised the Kardashian family for seemingly compromising North's privacy in the pursuit of staying relevant.
He poses whether North finds this level of attention enjoyable, noting that it seems like “she wants to just be a regular girl…and Kim is trying to prep her in the media.“
Users have flooded the video's comment section, agreeing that North has been exposed to the public far too much throughout her life.
This is not the first time Kim has faced allegations of “exploiting” North for clout and profit. Earlier this year, she was criticised for filing two trademarks for North.
Although North mentioned in the cover interview that she would like to be a business owner, internet users believe she should be entitled to a certain level of privacy as a child.
Watch Jemeryas’ commentary via TikTok.
This week’s infinite scroll podcast dives into the career and controversies of Dance Moms alum turned YouTube sensation JoJo Siwa. We cover JoJo’s background and history on Dance Moms before looking at how she became one of the most successful online creators to ever exist. We also explore how JoJo has navigated taking her childhood fame into adulthood, her scandals in recent years, and how the public has perceived her over the several phases of her career.