Fed up with excessive luxury, social media users turn to normality: creators with everyday lives
A recent television controversy with the content creator @supaa97 has put on the table a series of issues that are perhaps at the opposite end of the topics we always talk about in reference to the influencers (fortunesluxuries, excesses): can content be created from absolute normality? Is that close to normalizing precariousness? And if it does, is it a problem? The Suyapa case. The controversy started, just as Suyapa says (which is his real name), when he agreed to do an interview for ‘Public Mirror’ to comment a video of your profile in which she told how she lived in a single room with her husband and son, and was classified as a “Poverty Influencer”, along with users who make videos with unboxings of government aid. Suyapa has stated that she is far from that type of content, and although it is true that she lives in very modest conditions in a single room, she earns her living by working as a cleaner and without resorting to aid, so she could not be included in a category of poverty. The appeal of normality. Suyapa makes a type of content closer to normcore (which is still a label created from top to bottom): these types of profiles share ordinary activities (from choosing simple and functional clothing to routines such as making a coffee, taking care of a pet or sharing morning tasks) moving away from the cult of luxury or drama that predominates in other digital spheres. They embrace simplicity and naturalness in both fashion and lifestyle: basic garments, discreet brands, homey environments and a staging that is not aspirational but friendly and accessible. He normcore as a label. This type of content is sometimes, as we say, a reaction to more luxurious and frivolous creators. If it arises spontaneously, because the creator does not ascend the social scale even if he wants to (as happens with Suyapa), or as a voluntary limitation, it is another question where you can talk about posture. That is to say, sometimes normcore is a false normality that arises as a reaction to luxury saturation. A more relaxed visual narrative is artificially sought, where the emotional connection is based on trust, identification and everyday honesty, but sometimes it is also a pose that seeks, paradoxically, to convey an image of coherence and credibility. What did they think it was? What ‘Espejo Público’ alluded to and where it mistakenly included @suyapaa97 was in a different type of phenomenon that we know as “pornomiseria” or “poverty porn”, which has two aspects: on the one hand, influencers on social networks that viralize acts of charity towards people in poverty to monetize these contents through likes, views and donations. One of the best known cases is that of Jimmy Dartswho with more than 12 million followers on TikTok, makes videos with homeless people, testing their honesty or proposing challenges. It is a controversial format that has a large number of ethical implications, even though influencers reward the people they portray with a large amount of money, as detailed this article. Something similar happens with amateur journalists who, under the pretext of portraying poverty and misery, create sensationalist content, a format whose origins date back to the seventies and that again has very complex moral connotations. Yonfluencers: from normality to luxury, and back again. Recentlythe rejection of social media consumers to the exaggerated and elitist display of luxury into which many have fallen influencers has made me think in how the perception we have of this type of content creators has changed. Many of them began as a daily reflection of our lives and as they earned money and followers, they distanced themselves from reality, generating a certain aversion from those who followed them for being a close and identifiable replica. That’s why content creators like Suyapa work, who have to overcome obstacles that are easy to identify with: tightening their belts to make ends meet, juggling time off from work or looking for affordable forms of leisure are some of the problems that the vast majority of people face. In Xataka | The influencer María Pombo defends her right not to read. And by the way, it raises an interesting controversy about habits
