Through the development of Social Media platforms, self-branding techniques, and Web 2.0 technologies, the twenty-first century celebrity can be defined as an influencer. As our society evolves to become increasingly digitized and reliant on Social Media platforms, the rise of Generation Z has initiated this new type of celebrity that appears to produce content that is relatable and is not censored by corporations. What exactly is an ‘influencer,’ and what type of following does an individual need to inherit in order to achieve this title of a micro-celebrity? An online influencer is a marketing term, in which an individual is given the means to speak directly to a large audience with a sense of authenticity (1). This idea of an influencer means allowing everyday individuals to gain a following simply through their user-generated content online. In order for an individual to achieve this title, an influencer contains the agency to influence its niche following’s decision-making and build a reliable and authentic reputation for their knowledge (2). Influencers appear on various Social Media platforms, and each have a unique purpose into why he or she is pursuing this title and profession. As John Comontinski discusses in his TedTalk, individuals become influencers for distinct reasons, so these celebrities can be separated into categories (1). Therefore, some influencers, like Logan Paul, may have wanted this position for the wrong reason, as his controversial Youtube post demonstrated in regards to filming a video from the Suicide Forest in Japan (1). Although he apologized, this video showcased how the fame of becoming an influencer and attempting to produce ‘click-bait’ videos clouted Logan Paul’s judgement, ruining his brand and his authenticity (1). This example of Logan Paul displays the problems associated with the increased presence of these online celebrities due to their lack of accountability besides themselves (1). In turn, influencers lack expertise, and brands target these individuals to create trends and influence followers to buy products that he or she may not actually know anything about (2). Although there are some positive cases of influencers like Liza Koshy, I believe the increased presence of these online celebrities is filling our brains with false information and influencing generations to come irresponsibly (1).
Emma Chamberlain is an 18 year-old lifestyle vlogger stationed on Youtube with more than nine million subscribers, with the number of following increasing every single day. Since her first video release in June of 2017, Chamberlain has released various types of videos, ranging from lookbooks and clothing hauls to cooking with Emma and everyday vlogs. This influencer has inherited the title of an online celebrity and has gained a following due to her relatable and personable content for her mixed niche audience Chamberlain is not afraid to be herself, no makeup and all, which has commonly appeared and been a defining factor for her throughout all of her videos on Youtube. Through becoming a Youtube star, Chamberlain has become a household name and has used her stardom to help teens with mental health and body-related issues. Chamberlain refuses to airbrush her photos and does not have an editing team, rather this influencer embraces and exploits her imperfections (3). This type of nonprofessional authentic self-branding techniques is what makes Emma Chamberlain who she is and has her fans sticking to her side. Although there seems to be arguments regarding what this fame has done to Emma Chamberlain, I believe that Chamberlain is an example of an influencer who is using her fame to make a positive contribution to society.
Works Cited:
- Comonitski, John, director. How Generation Z Has Changed Who Our Celebrities ARE . Youtube, TEDxPSU, 25 Feb. 2019, http://www.youtube.com/watch?v=jdvxfB6ouQs&feature=emb_logo.
- “What Is an Influencer? – Social Media Influencers Defined [Updated 2020].” Influencer Marketing Hub, 29 Feb. 2020, influencermarketinghub.com/what-is-an-influencer/.
- Lorenz, Taylor. “Emma Chamberlain Is the Most Important YouTuber Today.” The Atlantic, Atlantic Media Company, 14 July 2019, http://www.theatlantic.com/technology/archive/2019/07/emma-chamberlain-and-rise-relatable-influencer/593230/.
