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

It’s still hard to grasp the cult of social media celebrity
Felix Kjellberg, who goes by the name of PewDiePie Pic: Getty

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

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.

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