"Connectivity derives from a continuous pressure—both from peers and technologies--to expand through competition and gain power through strategic alliances. Platform tactics such as the popularity principle and ranking mechanisms . . . are firmly rooted in a ideology of that values hierarchy, competition and a winner take all mindset" (21).One of the strongest examples that shows O'Neill's actions are supportive of this theory comes from an article from The Guardian where Essena details the surprisingly large presence of "fake" celebrity relationships across social media networks. In her exposing video, Essena says the following about the requests she had for these false relationships:
“He made it obvious he really wanted to pursue an online relationship. He thought that it would go crazy. He referred to other couples that had been doing it. He said we’d have all this free travel, that if we became a couple we’d both bump up our followers. We could make YouTube videos and make heaps of money.These fake relationships and the supposed perks that they bring are a clear example of the continuous pressure from peers and technologies (the man who wants to get together, and the followers/likes/subscribers it could bring) to expand and gain power through competition and strategic alliances (getting together with someone to have more followers than others, and greater financial gain). It is clear that social media stars obsessed with "winning" the competition to have a standout social media presence have placed these values above real human interaction, real relationships, and the establishment of a true identity. This example of fake relationships is just one magnified instance of the network of fake connections that exists in order to garner likes, followers, money, and power, and the way that real life is literally put on hold and often damaged in order to establish a "perfect" online identity due to this firmly rooted ideology.
“He referred to a lot of people who were doing just that. And he said in the industry it is not unheard of to do this, that it is actually really smart and that I should think about it as a business proposal.” (The Guardian)
The Guardian - Instagram Star Essena O'Neill Calls Out Fake Social Media Couples: http://www.theguardian.com/media/2015/nov/11/instagram-star-essena-oneill-fake-social-media-couples
Great response, I like how you brought up the point of fake relationships because this is the way many of these social media stars maintain their popularity and continue to maintain the following that they have. I also like how you brought up the concept of "winning", and how this has basically turned into a competition and social media users will go to drastic lengths to obtain followers, and increase their social media views. This concept of views and fake relationships also goes hand in hand and its a good thing you brought up both ideas because it allows people to see how social media users who are dependent on viewers and followers, will establish fake relationships and go to any means necessary to increase their popularity, views, and followers in order to become social media celebrities. Good post!
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