For a few weeks now there's been a discussion going round Youtube about the apparent celebrity culture that has sprung from an increasing divide between fans and "creators" of content on the site. There's been videos about it from
Louise SprinkleofGlitter,
Charlie Charlieissocoollike and others of varying fame across the platform.
The gap between "fans" and "creators" is exemplified in the terms used to describe the parties. When did we become "fans" of Youtube and not subscribers? Fans is a word to describe followers of celebrities, which Youtubers continue to claim they are not. So??? What gives? If we're now being called fans by the Youtube personalities we follow, then that's a self created divide and a whole other discussion of high horsery altogether.
I subscribe to about 30 different Youtube personalities, as well as many of their second "vlog" channels, gaming channels, webshows and group channels. Many of the people who run these channels have millions upon millions of subscribers and thus would probably be categorised as the Youtube "celebrities."
I am quite obviously a fan of Youtube. And that's what I am. A fan of Youtube. I like to watch Youtube. I am a fan of all of these people, but that does not make me less of a person than they are. That does not make me a brainless, childish idiot who mindlessly idolises a Youtube "star" and thinks that everything they do, everything they say and everything they are is perfect.
And frankly, it seems that some of the stars themselves are increasingly thinking of their subscribers as people like this, and that's super offensive, and it makes me feel bad. When it gets to a point after watching all these videos that I'm scared to say "Oh, I love suchandsuchyoutuber" because I don't want to seem like the type of fan they don't want, do you see where the problem is?
I can't speak for everyone, but I'm sure the majority of Youtube subscribers are sensible, reasonable people who understand that the people who run their favourite channels are just that: people who run their favourite channels. We understand that the Youtubers are content creators, who specifically pick and choose which aspects of themselves to show to the public. We understand that while we may look to these personalities as celebrities, or role models, or idols, they are not showing us their whole self.
But what's wrong with that? People look for inspiration in everything. If the parts they are showing us are good qualities, why can't we take that on board and say hey, I like that you do that? I personally see Louise SprinkleofGlitter as a positive role model for girls, like me, who might be struggling with their weight, to look to and say "look at that, she's owning it." I know Zoe Zoella has anxiety and so do I, and I watch her videos about it and read her posts about it and it helps me. Is that a bad thing? I know what their videos portray is not their whole life, but if they choosing to present a positive side of themselves and are actively trying to promote that over whatever they may not be showing us, I see that as role modelling. If I can understand that their online image is specifically crafted, where is the harm in enjoying it and actually taking on board what they say?
Obviously, there are some who overstep boundaries, and that's the same in any group of fans for any public figure anywhere. Unfortunately, the rest of the group always gets categorised behind these extremities, and when the personality can't differentiate between them because the "crazy" group are so vocal, that's when it becomes an issue. Very difficult for them, very sad for us. The divide widens, the distance is created.
An example of this in the Youtube "fandom" is the "Zalfie" business of 2013. A lot of people saw their collabs, saw their vlogs with their friends and thought to themselves, "hey, they could be cute together." It's fine to think these things, but the problem arises when Zoe and Alfie are incessantly being tweeted about it and having comments saying simply "ZALFIE" left on all their videos, collab or not. I can't imagine what it must be like to receive such ignorant comments left on the product of their week's hard work. Then, when a picture of them was accidentally seen in their friend's vlog, they were hounded and treated so despicably by much of the fandom that they were forced to do something they didn't want to do, at least not for a while yet.
We do not know these people. It is not up to us to run their lives.
Zoe's blog post on the subject is one of the earliest of this wave of discussions on Youtube celebrity culture and outlines how her relationship with Alfie and her other friends has been affected by the way fans see them. When I first read it, it saddened me, and when I read it again for this post, it saddened me once more.
I'm sad that they see us this way, but I'm also sad about the behaviour that causes them to see us this way.
There's a lot of talk going round about the way Youtube "used to be", when today's personalities were just lonely kids talking to a camera instead of real people in their lives. And really, I think this kind of talk is kind of elitist and really annoying. It's like when One Direction fans say "I've been here since the beginning, you haven't therefore you're a fake fan." By choosing to place videos of yourselves on the internet, you are putting yourself on a world stage. Maybe at first, in like 2005 when Youtube was first starting, nobody was watching, but as the internet continued to grow, and social media began to take over, other people discovered you, decided they liked you and subscribed. It was up to you to keep making videos, and you did.
These people, especially the super "famous" ones, make increasing amounts of money off the followers they have and the content they produce. They don't show their whole selves, they craft their videos and tweets and blog posts to please and to entertain. To me, this is no different to just regular celebrity culture, which most people seem to be okay with. Youtube is increasingly becoming a mainstream form of media and communication and the people that become famous off it are seen as celebrities because they are.
At this point, some of the big Youtube celebrities are just "normal" celebrities. They regularly attend film premieres. Zoe Zoella has been featured on the cover of Company Magazine. Tyler Oakley hosts red carpet coverage. Jim Chapman is on a TV show now, for God's sake.
I mean. These people choose to let us in to (some part) of their lives, and we're thankful for that. I think the reason people are such fans of Youtube is because it seems quite personal, and the people who speak to us on there through their cameras seem just like normal people to us, and they are. There's sort of a paradox in that we idolise these people for being...normal? And that turns them into celebrities. Celebrities who are normal. God. It's confusing.
But you know. Actors don't show us their true selves. Musicians don't show us their true selves. We, as fans of anything, are never getting anyone's true selves and that's okay because we are NOT ENTITLED TO THEM. We do not own them and they do not owe us anything. However, I do think that if you are in the public eye and you are producing content that you are sharing to millions of people around the globe, whether you be an actor, a singer, an artist, a Youtuber or a bloody Kardashian, people are going to take the bits they see of you that they like and like them, maybe try to emulate them. If you are up on your high horse looking down on the people that have interacted with your content and liked it in some way shape or form, you probably don't deserve the position you are in. Sometimes, some of the things said by the Youtubers are kind of condescending and also a bit arrogant, as if they see themselves as bigger celebrities as they are, or higher above us than they are. But this is the minority.
The truth is, we understand where you are coming from. You've been thrust into the spotlight and as Louise says, it's overwhelming. I can imagine fans screaming in your face must be extremely confronting (I've been to a One Direction concert), especially when you feel that the content you create, or you yourself, aren't worthy of the attention. But the fact is, you are. The stuff you make is just as important to us as the stuff singers make, as the stuff actors make. You may not think it is, but you have to understand that with Youtube as a growing platform, your videos, and what you choose to share with us is helping people, inspiring people and entertaining people. Wasn't that your goal in the first place?
Here is a playlist of Youtubers talking about the topic, compiled by charlieissocoollike
Here is Zoella's blog post on the matter
(P.S I haven't mentioned the sexual abuse scandal because I think we all know those guys are fucking dicks for what they did, and abuse of that celebrity position is a completely different matter entirely.)