Van Dijck argues that moving sociality to a technological medium introduced new social values that are imposed by the coding structure of social media platforms. Actions of follows, likes, and favorites created social behaviors that are different from what is intended from that social platform. Social platforms traits such as the number of followers and likes reflects one’s self worth and social status, which would generate financial value in return. These social behaviors show that the culture of connectivity is build on neoliberal economic principles. It is a culture where social growth and power are dictated by competition and partnership. Increasing the number of followers that one have became the goal that individuals strive to achieve. In turn, attention is for those with the highest numbers instead of the most talented.
This is evident in the offer that Essena O'Neill received from an instagram model to start an online relationship where the main goal of the partnership was to increase popularity and gain money. These forms of partnerships were acceptable and common among people in the industry (the Guardian, 2015). Therefore, modifying and editing one’s life became the norm instead of projecting one’s real interests and life on social media. Modifying reality to gain power and financial benefits is what Essena O'Neill used to do on her social media accounts supporting what Van Dijck calls neoliberal economic principles of the culture of connectivity. She used to edit and modify her online persona to project the expected perfect life of social media influencers.
However, Essena O'Neill recently decided to break the norms by sharing her true authentic self that oppose these neoliberal economic principle. In her viral video, Essena O'Neill decided to quit social media and start a blog where she shares her real life and interests. Her main goal now is to be true to herself by share what interests her instead of having to follow the norms and compete in order to achieve the highest number of followers, likes, or comments.
Hi Sara,
ReplyDeleteI also strongly agree that the norm in today's society is to edit and modify our identity through social media platform, wherein when we create ideal representations of ourselves, we can gain power and popularity. Although, I do think that Essena is still in some ways editing the representation of identity, which she now presents to the world on her new site.
I liked how you said she is revealing her “true authentic self”. It’s so sad how people are “fake Instagramming” just to get popularity and many followers. I feel like this is not really a skill and anyone has the opportunity to do this. Competing to get the highest amount of followers or likes is kind of pathetic because it really has nothing to do with the real world and real people. If there was something truly important to say about a picture you wouldn’t just like it. But that’s how social media works right?
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