Influencer’s like Essena O’Neill play an important role in the
world of social media. With her decision to “quit” social media, she confirms
Van Dijck’s idea that the culture of connectivity is one based continuous
pressure. Popularity originates both from the users and is also engrained in
the technology itself, through the intentions behind “likes”, “followers” and
other mechanisms.
Essena’s
denouncement of social media was, at the surface, her coming clean about all
her endorsements and the effort put into framing her image online. Her social
presence was egged on by her popularity, and further edited to cater to it. Her
move to expose the careful framing behind her lifestyle can be seen in her
edited captions on her Instagram posts. Even though she claims to stop being
sponsored from companies, she still uses her popularity to spread her message
of her newfound enlightenment. By directing fans and followers to her personal
website, www.letsbegamechangers.com
as well as asking for donations, Essena still uses her popularity and interacts
in collusion with social media, which she is trying to attacks.
Despite
her criticisms, social media has been built to create people like her, and to
support ideologies in a capitalist society. There is still a drive to get more
likes, gain more followers and ultimately “make it to the top”, like Essena.
However, there is no winning at this game, but despite hat so many of us
continue to play. These systems are in place to promote neoliberal economics,
and do it so efficiently and effectively, and for this purpose – insidiously. As
someone who claims to understand the inner workings of this, why does Essena O’Neill
continue to use hashtags, ask for donations and create websites?
#falseadvertising
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