Introduction
Gone are the days where the defining words to describe gender consisted of blue and pink. Depiction and connotation surrounding identity are changing, with self-expression being at the forefront of values among the youth of society. Generation Z, whose values outlined by Katz et al. (2021) is authenticity as the upmost of importance, desiring the freedom of flexibility and fluidity to discover who they are: multifaced human beings. However, when Generation Z engage on the internet, particularly when using social media, individualistic ideologies take a back seat. Considerate curation of media content, including photographic images, video content and text is prevalent on all platforms used by an individual. It is as though they strive to display a considered persona that reflects only part of who they are for the widespread acceptance of others. This notion was coined “performing the self” by Erving Goffman, (1959) and relates to all aspects of our lives. Who we present as online, according to Goffman, is a performance in which we seek to gain validity for our own existence. Further, the creation of trends, which has been amplified with the popularity of social media platform Tiktok, alludes users, that being people utilizing the app for work or leisure, to follow trends in order to become successful, beautiful and/or fashionable. Thus, influencing people to look a certain way, dress a certain way, act a certain way, creating a pressure to conform. This paper will discuss the role influencers and internet celebrities play within the online space and how they are a catalyst to mass conformity. This is enabled through the way they connect to their audiences and the way in which they sell products (Abidin, 2021). Whilst Generation Z strives to be authentic, and demands authenticity from others online, it is rare that we experience it on social media because of the affordances and capitalization opportunities that social media now has to offer. With consumerism now overtaking the online sphere, Generation Z live in a state of hypocrisy when it comes to embodying their collective values.
Performing the Self
As humans, finding our identity is intrinsic for finding purpose and therefore happiness in our lives. Our identity is, and has always been, imperative for us to navigate our way in this world and to find where we belong within society, our family units, our friends and acquaintances. On a basic level, we associate our identity with tangible things, like where we went to school, our career path or industry we work in, our hobbies and talents. Therefore, it is only natural that Generation Z, being the first generation in the world to grow up with full access to the internet and technology as we know it today, to associate their identity with their engagement in the online space. Katz et al. (2021) suggest that Generation Z view their social media profiles as an inherent component of their identity, caring largely about its appearance and how it communicates who they are to other people. However, this isn’t particularly different to how most generations care about their presentation in aspects of their lives. Goffman (1959) suggests that people carry out daily tasks in a particular manner so that people will keep thinking of them in a favorable light. They “perform the self” to adhere to social expectations and stereotypes to appear legitimate to others:
We must be ready to appreciate why a near-sighted plumber, to protect the impression of rough strength that is de rigueur in his profession, feels it necessary to sweep his spectacles into his pocket when the housewife’s approach changes his work into a performance. (Goffman, 1959, p.55).
With reference to Generation Z and Goffman’s theory of performance, it is plausible to suggest that social media profiles are an extension of that performance as users manage impressions, curate an artistic look (‘aesthetic’: coined by the generation when referring to the visual presentation of a profile) through images, text and video, and carefully choose what to self-disclose on the internet.
Social Media Affordances
What Generation Z choose to self-disclose on the internet, largely depends on the particular affordances that certain social media platforms offer (Bazarova & Choi, 2014). To elaborate, when using LinkedIn, an app that enables networking opportunities for professionals, disclosure of personal information and images of family on vacation are not appropriate for the app. Comparatively, the app Instagram welcomes images of family on vacation and is concerned less with corporate formality. Considering how people are interacting on these online spaces, it is reasonable to conclude that Generation Z follow these unspoken, social rules of various media platforms to maintain a favorable social image. Thus, conformity is inspired through the unchangeable desire humans have, to feel liked, successful and as though they belong. In achieving these feelings, a strong sense of self (i.e: identity) can be constructed which enables people to feel comfortable and confident in everyday life.
Micro-Trends
With the Covid19 pandemic forcing the world inside and daily life to come to a halt, online activity peaked. The way we worked went digital, entertainment came from a screen and connection with others was solely facilitated through online communication apps (Katz et al. 2021). With the pandemic came the rise of entertainment app TikTok, which became the catalyst for the creation of micro-trends. Micro-trends are trends that have a fleeting life-cycle. For instance, what is considered cool to wear one week will not be cool the next, creating a perpetual capitalist paradigm for any brand advertising on the app. I believe that because TikTok enables users to scroll endlessly through content that is algorithmically designed to keep users entertained, through tracking what videos users ‘like’, comment on and watch the longest, the app creates endless possibilities for marketing and business exposure. As TikTok possesses the endless scrolling capability, businesses were inherently given the ability to push out as much content as they can to gain exposure and build a rapport with consumers, who were on the app for entertainment whilst the pandemic took place.
The Influencers Role
Coexisting with the creation of micro-trends and enhanced marketing opportunities, came the rise of influencers and internet celebrities. Where this fame already existed on apps like Youtube and Instagram, TikTok brought about a personable approach to this industry. Many existing celebrities further capitalized off the app whilst TikTok also created new stars. The main characteristics of celebrities and influencers on the app is this relaxed, personable, ‘behind the scenes’ persona that they play which has been mistakenly perceived by the audience (users of TikTok) as them being their ‘authentic’ selves; when in fact, they are “performing not performing” (Rachel E Dubrofsky & Emily D Ryalls, 2014). What has been observed of famous pop artist, Olivia Rodigo, as to how she has been so successful, is attributed to her clever self-branding technique and use of marketing intelligence utilised through TikTok, is outlined by Rauchberg (2022). The idea that Olivia is portraying her authentic self is created through the “constant conveying of genuine interaction between her and her audience, even when being under the surveillance of social media.” In addition to TikTok’s affordance of personability, the app enables the remixing of already existing ideas, sounds and images and the ability to present them as this authentic, new, reimagined idea (think viral dances) when really it is a copy of somebody else’s idea (Enli, 2015). TikTok enables users to analyse what content goes viral, or what aspects of a persona is well liked by audience, and it allows them to recreate media that will become successful without the threat of intellectual/creative theft charges. This alone creates people online to behave in the same way, post similar content and become successful off the back of a ‘tried and tested’ persona. With the mass of users posting unoriginal content, authenticity and individuality is lost online, thus, supporting the idea of value hypocrisy among the generation mostly involved on TikTok: Generation Z.
To further elaborate as to how influencers, who are a sizable amount of Generation Z, are inauthentic when interacting online, is to reference capitalism and the influencer industry at hand. Influencers must sell a product or a service to earn a living. So why is it that audiences on social media buy products recommended to them by influencers who are getting paid to promote a product? Abidin (2012) suggests that because of the way in which influences present as being authentic on social media, trust and emotional connection is built between them and their audiences, leading to feelings of community and loyalty which increases the chance of purchase of a product or service. Abidin coined this transaction of trust and selling as “sliding under the radar.” This term alludes to the fact they are exploiting the trust, which is cleverly manufactured by influencers, that their audience has for them. Believing that they are being genuine and authentic, which is unfortunately, not true.
Conclusion
As Generation Z’s identity is fundamentally woven into the digital space, particularly in social media, it is a jarring experience to be online and encounter curated and polished version of others. For a generation who pride themselves on being authentic in all aspects of life, their activity online negates this proclamation. As the need to belong and to be considered favorably by others is strong in our society, it makes sense that it is reflected online. However, the creation and curation of a visual ‘aesthetic’ dominates the desire to be authentic and individual. Generation Z perform an idealistic part of themselves online that is shown only at their discretion. With the adoption of the app TikTok throughout the Covid19 pandemic, brought the saturated industry that is influencing. Contradicting Generation Z’s values of individualism, authenticity and sincerity, influencers exploit the trust formed with their audiences for capital gain. Therefore, it is reasonable to suggest that there is a relative discrepancy in values embodied by Generation Z online and offline.
Reference List
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Hi L, The thing is the paper is mainly concentrated on the African continent particularly.If you make an analysis of…