Everyone has at least one role model when they’re growing up, someone they look up to. Role models teach by example, with younger people observing how they think and act in certain situations and then trying to emulate that. Role models can be good or bad, depending on the person. They don’t even have to be real people. Some role models are the fictional characters actors portray on television or in movies, and some might even be characters in cartoons.
Traditionally, of course, role models have often been celebrities in Hollywood. But that’s starting to change…
Recently I stumbled across a Variety article from 2014 that revealed that the most influential people among teenagers ages 13-18 are actually Youtubers (a term for people who make videos on Youtube). This isn’t just a fluke either. All five of the top spots in the survey were populated by Youtube stars. The first Hollywood celebrity to appear on the list is Paul Walker at number six. And honestly (not to be insensitive or anything), that might have something to do with the fact that he died.
Now, the tone of the article bothers me a little bit. Here’s the beginning:
“U.S. teenagers are more enamored with YouTube stars than they are the biggest celebrities in film, TV and music. That’s the surprising result of a survey Variety commissioned in July that found the five most influential figures among Americans ages 13-18 are all YouTube faves, eclipsing mainstream celebs including Jennifer Lawrence and Seth Rogen.”
I might be reading too much into it, but it’s almost like the writer was aghast at the fact that the folk in Tinseltown aren’t on teenagers’ radars as much as Youtube content creators. Later the article comments that “despite having minimal exposure in the mainstream media, another comedy duo, known as the Fine Bros., Benny and Rafi, finished a close second…”. In the end, I only have one question. One, simple question…
Have none of you been paying any damn attention?
This shouldn’t be that big of a surprise. Maybe Hollywood celebrities were important for older generations, but for newer generations their popularity is slipping. It’s not some big secret either. Plenty of people within my age group (including myself) have made it obvious how we feel about celebrities and their lives. When we see the stories about how Brad Pitt and Angelina Jolie breaking up their marriage, we roll our eyes and ask “who cares”? The news business as a whole seems to have this obsession with celebrities. They dominate the headlines and fill up our browsers with click-bait articles.
So yes, the Fine Bros. may be highly influential “despite having minimal exposure in the mainstream media”, but that’s because we simply don’t care what the mainstream media thinks anymore. It’s become increasingly obvious that the media regularly fails to do its job. News stations are often owned by bigger corporate people or entities that have slanted opinions which trickles down into the news broadcasts, depriving us of a objective view on the story. And sometimes the media even tries too hard to be objective, refusing to delve deeper into a story for fear of sparking controversy.
Do you know why Edward R. Murrow has an award named after him? Because he stood up to Senator Joseph McCarthy and exposed him for the demagogue that he was. He wasn’t afraid to speak his mind or tell the truth. He showed us that what McCarthy was doing was wrong, and played a large role in his downfall.
But now? We see stuff like this and wonder if our newscasters are even human anymore:
Youtubers, on the other hand, seem like polar opposites to the stiffness of newscasters and celebrities. They seem natural and excitable. They seem passionate about their work, passionate about the things they love. As the Variety article points out, teenagers feel that they have a far more authentic relationship with a Youtuber. They enjoy that Youtube stars don’t have a strict filter and that they have a more straightforward sense of humor. Youtubers aren’t defined by PR marketing strategies created by professional spin doctors. They’re still putting forth an “image”, so to speak, but one that appears far more believable and relatable than most of the people in Hollywood.
Sure, the liberal-minded among us can stand up and cheer when Meryl Streep calls Donald Trump a bully. And we can applaud when Leonardo DiCaprio preaches about the necessity of fighting global warming. But when we are confronted with a tough problem in our lives, we don’t find ourselves asking “what would Leo do”? Because, in the end, they are still distant from us. Most of them were born into families that had more money than they knew what to do with. They grew up in lavish homes and never wanted for anything. Now compare that to someone like Pewdiepie, who has the most subscribers of all on Youtube (as of this writing he has over 54 million people subscribed to him). Pewdiepie (real name: Felix Arvid Ulf Kjellberg) was completely unknown until he was already in his twenties and going to college. Even when he started Youtube he didn’t immediately have a massive amount of subscribers. It took a combination of tenacity, luck, and other factors before his channel exploded and he went from two million subscribers to over twenty million in the span of a single year.
Instantly, Pewdiepie as a person is more relatable to us. He wasn’t born into millions of dollars. He had to work for it. And when he gets on camera and records a video, it doesn’t feel like he’s reading things off of a teleprompter. His image isn’t one crated by professionals. His image is one he created by simply being an extension of himself.
And that’s the key thing here: being relatable. Youtube stars will always seem more relatable to teenagers than celebrities because of how they carry themselves. Youtubers, at their core, usually started out by setting up a camera and recording themselves doing what they loved. By contrast, Hollywood celebrities always seem to have a facade between them and us, whether they’re acting out a character or giving an award acceptance speech. We can’t relate to them because most of us have never and will never have the same experiences. But so many of us can relate to the more common experiences of playing video games or reacting to movies, experiences which Youtube has in spades.
Not everyone will enjoy their content or their personalities. But like it or not, Youtubers are the celebrities for a new generation.
And if that still surprises you, maybe it’s time to stop judging and start paying attention.