Social Media
With the advent of digitalization, the entertainment world has been prospering at an accelerating pace. Some say that social media and the entertainment industry are in a symbiotic relationship, as each feed each other’s growth and visibility. Indeed, social media has fundamentally revolutionized how entertainment is marketed and consumed. While this digital shift allowed unprecedented opportunities for creators to thrive, it has also brought multifaceted challenges.
One of the most significant impacts of social media on entertainment is how fame has become democratized. Aspiring artists and entertainers no longer have to rely on traditional media outlets such as news platforms or radios to reach a broad audience. Platforms like TikTok, Twitter, and Youtube have enabled content creators to go viral overnight and have their works recognized. A notable example is Canadian rapper “bbno$,” whose 2019 breakout hit “Lalala” skyrocketed in popularity after going viral on TikTok. Thousands of users utilized the track to create short dances and comedy videos, helping it rack up over 500 million Spotify streams and 250 million YouTube views. Bbno$ acknowledged that his song was undeniably catchy, and thus the virality on social media was organic. From uploading tracks on SoundCloud to being nominated for Juno Awards, bbno$’s rise to stardom exemplifies how social media can launch an artist into global recognition without a major label (Friend). Social media has also allowed entertainers to build a stronger and intimate relationship with their fans; fan-based communities have begun to form with the advent of fans being able to invest into the lives and careers of their favorite entertainers (Johnston). Celebrities can directly interact with their community, share their experiences in the entertainment world, and even address certain controversies revolving around them. This direct engagement fosters an interactive and personal bond between fans and creators without gatekeeping companies interfering with them.
In addition, social media fosters marketing for the entertainment industry. Many companies leverage social media platforms to create trends that ultimately bring more attention to their latest releases. What required hefty marketing budgets can now be achieved with a single well-done post online. Remarkably, digital media drove 46% of movie box office revenue, despite making up 14% of studio marketing budgets. This type of marketing was proven to be more effective than using traditional media outlets: research revealed that TV advertisements only drive 42% of media-driven box office revenue when they accounted for 82% of marketing budgets (Malnar). The 2023 release of Barbie exemplifies this; the film’s official account shared behind-the-scenes content, trailers, and other promotional materials through social media. The campaigns also featured multiple influencers and celebrities, which facilitated the excitement of the film being generated. It is evident that the marketing team of Barbie used social media to its greatest lengths; they have properly leveraged social media in a manner where they were able to propel the film into limelight with unstoppable force and reach a global audience (Siu).
Nonetheless, these benefits come with challenges that have to be considered. Social media fuels the instant gratification culture where consumers expect to have access to their favorite entertainment content immediately. This expectation has put immense pressure on traditional distribution channels such as movie theaters and televisions networks, which are struggling to compete with streaming services and short-form platforms that cater to constant digital consumption. The circulation of short snippets or entire scenes across social media platforms further diminishes the appeal of buying tickets or physically going to the theater (Joyoti). Additionally, social media platforms have fueled a culture in which fans can now hold content creators accountable for any of their actions and thus, content creators are constantly under pressure to prevent their reputation from being damaged. In this fostered environment, a single controversial post can trigger widespread backlash. A notable example of this is Justine Sacco, a former PR executive who posted a sarcastic tweet on Twitter before boarding her flight to South Africa. Although intended as dark humor, the tweet was quickly perceived as offensive, and she became a global target of outrage. Within 24 hours of the tweet, Sacco had lost both her job and reputation. (Ronson). This case illustrates how the speed and reach of social media magnify public reaction and give content creators little space for redemption or explanation.
Social media also expedites a negative feedback loop, where criticism about entertainment content spreads rapidly and can influence public perception for hours. Fans can easily share their disapproval of a certain product of performance, resulting in celebrities or creators do respond prematurely or defensively (Brisset). For instance, musical artist Doja Cat has risen to fame largely through popularity from Tik Tok, earning her title of “the quintessential Gen Z popstar.” However, after cancelling her concert in Paraguay due to flooding in 2022 and fear of her own safety, fans expressed their frustration online and expected an apology. The artist, after hesitating, proceeded to share her plans to quit her music career, stating that she wasn’t built for the amount of pressure placed on creators. She later admitted that she felt she was losing herself by creating music tailored to public demand rather than her own creative vision (Umansky-Castro). Evidently, this case shows that this constant cycle of negative feedback exacerbates tensions between fans and entertainers and simultaneously places profound emotional and professional pressure on content creators.
In essence, social media, in the entertainment world, is a double-edged sword. It evidently empowers creators, democratizes fame, and enhances marketing efficiency–ultimately building a strong bond between fans and celebrities. Nonetheless, social media also places content creators under relentless public scrutiny. A single misstep can provoke widespread backlash, forcing entertainers to constantly manage their image and respond to criticism in real time. There are multiple cases of rising artists who have experienced this backlash. As digitalization advances, it is essential for the entertainment industry and content creators to be aware of the heavy responsibility that comes with the advent of social media; they must balance the visibility and vulnerability they share with their fans to ensure that the benefits of social media can be harnessed without compromising emotional well-being and possible damage of their reputation.
By: Dayeon Kim
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