As with all revolutions, phenomenons and fads, there’s an exciting lead up period. There’s a booming peak before the steady decline towards normalisation. Eventually, people fall back to what they know best and how things were in the past. Whilst some things will have changed, other things will feel different. However, in the case of social media and especially those people who have become social media ‘stars’ simply by lifting their shirts, uploading stupid videos of their cats or some other similarly pointless exercise that for five minutes some people find funny, there’s got to be a point at which people’s interest fades and popularity declines. It’s like the life cycle of a child’s superstar on steroids! They’re in movies, on TV, splashed over the cover of trashy magazines and super popular for this brief fleeting moment in time. But then, their popularity wanes. People become disinterested and they don’t have the requisite skills to be able to cope with the lack of attention. Often, they turn to alcohol and drugs as a coping mechanism when they realise what little substance there is in their lives. This can be a fast decline into irreparable emotional damage, with many a child star ending it all at their own hands. A hefty price to pay for those fifteen minutes of fame.
The benefit and curse which social media has created is that it increases people’s ease of access to a world of attention, but at the same time exposes them to the swift brutality of the decline. The decline can happen just as rapidly as it kicks off, so you could be an instant hit on Youtube. You could be an instant hit on Instamagram or any other social media platform, but what happens when your posts don’t get as many likes? Do you just start deleting them? What happens when you don’t get as many views? How does that make you feel? Why have people turned away from you? Five minutes ago, you were on top the world, now you’ve been replaced by a cat falling from a table.
The song Don’t Cry for Me Argentina comes to mind because Eva Perón is this very naïve woman who becomes engulfed in the fascist machine of Argentina through her marriage to Juan Perón. All is wonderful for her and the country, until it’s not. Her public image hid the true horrors of her husband’s brutal regime. Now social media provides the flawless front to soulless money making machines, prepared to chew up lives without a second thought.
The danger that comes with those living their lives through social media and being totally reliant on this for their window to the world, is that they become disconnected from reality and being built up only to fall horribly. Social media mightn’t be the fascist dictatorship that causes people to disappear in the same way that was seen in Argentina, but it is a machine. Despite the window dressing of equality and democracy of expression, the reality is that it’s designed to exploit people. It’s designed to get you addicted. It’s designed to manipulate your emotions and ultimately, it’s designed to make money.
Whilst marketing has its place, the unethical ease with which young people can be built up to be a ‘star’ and then promptly trashed by the machine is a blight on society. Many young users might not be aware of the fact that what they’re experiencing is just a temporary, shallow and empty cycle and in the end, they’re unable to adapt when their posts start to get less likes and interest in them fades away. This unfortunately leads to increased mental health issues over the long-term, as the rapid burn of internet popularity, quickly fizzles out.
To combat this, it’s important for young people to have a range of life skills and relationship skills which have been developed in the real world. If you have the skills to develop positive and healthy relationships, contribute to your community in a meaningful way and have the ability to think, adapt and grow through working with others, then you can safely use social media as a tool, levering the technology to your advantage. This way, you’re not at the mercy of the soulless emotional roller coaster that is trashing so many young lives today.
If you approach the world of social media with the understanding that, like all other technology, it’s only a tool and not the be all and end all of life, then no matter how fast your social network grows, you’ll always remain grounded in the fact that at the end of the day, likes are just a meaningless gesture that require no real thought, but time spent with real friends, experiencing real things is priceless.