It’s still hard to grasp the cult of social media celebrity

‘Ironic’ communities have always been breeding grounds and recruiting platforms for sincere extremism

19th February, 2017
Felix Kjellberg, who goes by the name of PewDiePie Pic: Getty

Whenever I try to understand the phenomenon of amateur YouTube celebrities, I hear my words in my dad’s voice, describing punk rock music. “Listen to that melody,” he’d say, “and really catchy, too”. He was too old and boring to understand that the naive earnestness was more important than whether you could hum it in the shower.

“You don’t dislike it because it’s bad,” I’d say, “It’s...

Subscribe from just €1 for the first month!

Exclusive offers:

All Digital Access + eReader



Unlimited Access for 1 Month

Get basic

*New subscribers only

You can cancel any time.



€149 For the 1st Year

Unlimited Access for 1 Year

You can cancel any time.




90 Day Pass

You can cancel any time.

2 Yearly



Unlimited Access for 2 Years

You can cancel any time.

Team Pass

Get a Business Account for you and your team

Share this post

Related Stories

Hard Station: the strange world of tech embargoes

More Tech Brian Lloyd 2 months ago

Podcast: CWSI on securing remote workers during lockdown working

Podcast: Avaya on improving connectivity through the crisis

Tinkerer tailors a solution for property owners to save on water bills

More Tech Emmet Ryan 4 months ago