L.A. based tech reporter Taylor Lorenz's 'Extremely Online' tackles a worthy subject — the rise of influencers — but reveals nothing worth caring about.
, social media platforms have turned the Internet, once a colorless hellscape of bad graphics and words clumped into ungainly shapes called paragraphs, into a wonderland of cute memes and hilarious videos generated by young go-getters whose creativity has been unleashed by idealistic outfits such as Facebook, YouTube and TikTok.
Who are these people? I still have no clue. Most every character in the book, with a few exceptions, is described as the sum of marketing deals and social media followers. “Extremely Online” is crammed with people but devoid of life, especially as the social media revolution accelerates and influencers spring up like mushrooms after spring rains.The book made me appreciate how rare it is to encounter good writing about the Internet. It does exist, though.
Lorenz believes that the advent of blogging “demolished traditional barriers and empowered millions who were previously marginalized.” Her heroes are the “influencers” and “creators” who are sometimes able to make millions by hawking sponsored content, or spon-con, in short videos intended to go viral.Worsening economic conditions could be a stress test for the burgeoning influencer economy. But online creators are pivoting by telling viewers what not to buy..
Meet Lynette Adkins. She’s part of a new crop of creators focusing their content on the how-to of the business: making money from an online following.The goal, always, is to get rich and famous by making people click on things and buy stuff. Depressingly, Lorenz seems to believe that recording videos that hawk clothes made in an Indonesian sweatshop fulfills some kind of liberatory ideal.
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