popularity

Erling Haaland has been one of the most talked about players for weeks in a World Cup that is giving endless topics of conversation beyond the games, which at this point are a bit of the least important thing. His imposing physical presence, his deadly style of play and his apparent affability off the field they seem almost scripted to build a cult figure. And there is a little of that. The famous video. In mid-June, a video began to circulate of the Norwegian striker having dinner in a restaurant, and being startled when he saw his own reflection in a mirror. One post on X alone racked up over 31 million views in a matter of days, and currently has more than 42. In reality it is not Haaland, but a sketch by Chinese comedy duo Jin Long and Qiu Qiumuch more exaggerated and clearly false. The comic was polished to make it more realistic and Haaland’s face was superimposed using AI. The account, specialized in shocking videos made with generative artificial intelligence, published similar videos from other points of view in successive days. All false: the internet was already immersed in an unstoppable fever. Big in China. Before the World Cup, Haaland was already a cult figure in China. The forward joined Weibo and Douyin, the Chinese version of TikTok, on June 6, and in less than a month he added 1.6 million followers on the first platform and 5.2 million on the second. The hashtags related to him have exceeded 490 million views on Weibo alone. The two Haalands. Chinese fans have two versions of Haaland: on the field he is the “Nordic cyborg”, an almost inhuman scoring machine. Outside of him is Habao, a clumsy and charming giant. Besidesin recent months he has starred an advertisement for a Chinese herbal drink and he has tried to speak Mandarin on camera, fueling that contrast that his fans find irresistible. A song about him, titled “Haaland (Ha Ha Ha)” and set to the melody of ‘Moskau’, by the German Eurodisco group Dschinghis Khan, can be heard in Chinese AI montages, including the advertisement. Your personal Snapchat accountwith more than 5 million followers, works as the raw material of this entire ecosystem: selfies from unflattering angles, comparisons to ‘Shrek’, improvised questions and answers. Some real content, made by oneself, which is then reprocessed by others with generative tools until it is impossible to distinguish the origin. Official AI. Not all the synthetic material with Haaland was born without permission. In 2023, photographer David Yarrow He portrayed Haaland alonewaist-deep in an Oslo fjord, dressed as a Viking. Looking ahead to this World Cup, the Norwegian football federation called Yarrow again to repeat the session with the entire team. The result, titled “The Vikings are coming“, shows the 26 players armed with swords and shields in front of a longship, and it was Haaland himself who promoted the idea of ​​this sequel. From there, the iconography got out of hand. Fans flooded the networks with AI-generated variants (Haaland in full battle, with armor and ax raised) that blur the line between mythology sponsored by the federation and fiction conceived by fans. Furthermore, as could not be otherwise, far-right accounts attracted to Haaland as a symbol of a white, blond and physically imposing man, have especially actively shared this Viking content. The fanon. According to Wired in its article, AI is facilitating a new relationship between fans and their idols: fanon (as a nod to “canon”): material that the public invents to fill in the gaps left by the official canon. There has always been this approach to the lives of celebrities, but generative artificial intelligence summarizes the artisanal work of before, of photomontages and manipulated videos, in a few minutes. As a source of astonishingly realistic material (how many of the hilarious images of Haaland on the field of play that you have seen are real?), sponsors, federations and representation agencies have before them a new panorama, which does not only affect footballers. Singers, actors, influencerscelebrities of all kinds… if they don’t have an attractive enough life or personality, fans will make it up for them. The abyss that opens before them is obvious. In Xataka | The biggest mystery of the World Cup is why all the boots are pink: the answer is very simple to understand