The new gods: rise and fall of celebrities phenomenon

How popularity drives people’s choices

The new gods are inhabitants of our present-day civilization, celebrated like geniuses. Although what they offer is their popularity, nothing else. There’s no Van Gogh, no Mozart or David Bowie. And no Cristobal Balenciaga or Jean Paul Gaultier. Meaning, no real geniuses.

We could summarise the latest events as “the rise and fall of celebrities” phenomenon. And it has a lot to do with fashion brands.

The new gods are famous individuals. For some reason – perhaps not understandable to us – people put them on a pedestal. But, sooner or later, something goes wrong. So those who put them in that venerable position wake up like they had a revelation and push them down again.

The new gods: latest events

Specifically, we are talking about a couple of events that caused strong reactions.

First, much acclaimed Demna Gvasalia – considered one of the gods of fashion designers by international crowds – ended up on the slippery ground. So far applauded, even if his uglified Balenciaga seemed pointless. But, after his disgraceful campaign featuring sexualized kids, negative comments on social media multiplied. Of course, the campaign was unacceptable. Indeed his work is just about provocation, and perhaps he has no more ideas.

However, so many people asked him to step down. Did they wake up altogether? Did it seem reasonable to kill Balenciaga’s heritage so far?

Second, Kayne West: rapper, producer and fashion designer. He spoke in support of the Nazis, and Twitter suspended his account. Did it make sense to listen to him, at least in the fashion field? Can his fans understand they made him rich?
(We explored the connection fashion / music here).

Celebrities and social media

These kinds of characters and their social media “emptiness” attract the masses. It’s a matter of understanding why so many people blindly fall in love with them, to the point of accepting absurdities. To the point of purchasing their products for so long, making them rich. 

Demna, Kayne. There’s a fil rouge connecting these celebrities’ phenomena, even though there are many more to mention in the club. The new gods, we have many of them! Born thanks to a shallow system based on tricking algorithms and, therefore, people. Who, in the end, proudly elevate them to a higher status.

Why masses follow the new gods

We are giving people credit for their popularity and follower base. Based on what? Are they geniuses? Do they have any valuable ideas? Any particular skill? No, their fame is everything. And provocation is all they can do. Out of that, nothing arises.

But they can move a lot of money. Simply because so many people give them credit!

Marketing plays a huge role in hammering with advertising and social campaigns. If someone invests money, it’s not difficult to influence people and make more money. They will trust blindly!

Individuals lose connections with their brain activity and buy into any product or idea, even if they make no sense!

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