The recent proliferation of harmful thought in popular media is no accident. Top celebrities are profiting off of your anger.
By Aubrey Hoes
Kanye West in the Oval office with president Donald Trump, Oct. 11, 2018.
There is no such thing as bad PR. Stanford economics professor Alan Sorenson conducted a study concluding that the use of outrage has proven to be effective in brand establishment. The prevalence of social media and the decentralization of news media has provided celebrities with the opportunity to increase engagement and to generate ‘buzz’ in the promotion of new projects. As the news cycle thrives on negative press, shock value is a viable method to reach headlines. Similar to the way in which restaurant chains promote new value meals or special menu items, celebrities implement shock value to reach and excite new clientele.
Ye, formerly known as Kanye West, has had his struggles with the media over the course of his career. He has remained a controversial figure in popular culture ever since the infamous Hurricane Katrina Incident. Ye has since taken the role of the ‘contrarian’ within the rap community. From his pink polo and backpack to the MAGA hat in the oval office, the “Father Stretch My Hands” artist has actively sought division among fans, peers, and the media.
Those who rush to West’s defense claim that he is simply an innovator. This may be true–there is no denying the influence that Ye has had in the rap genre. 808s and Heartbreak, his fourth studio album, completely changed the sound of modern pop music, and it can still be seen in the current rap scene; Ye’s inventive use of heavy bass, minimalistic production, and melodic rap remain a staple within the rap scene. However, his constant push against mainstream narratives have grown increasingly concerning over the past few years.
Mr. West, well aware of his relationship with the public, harnesses controversy to his advantage. He has successfully manipulated mainstream media to garner attention for his musical projects. Prior to his release of Ye, West went on a tirade during a TMZ interview, during which he stated that ‘slavery was a choice.’ During the rollout for The Life of Pablo, the artist tweeted his support for Bill Cosby. Most recently, Kanye publicly antagonized comedian Pete Davidson near the release of his newest project, Donda 2. Yet, no matter how classic his discography is, there is no denying the harmful effects of these inexcusable actions. Unfortunately, It’s as though Ye could do no wrong. His magnetism to controversy seems to only increase his popularity–until now.
Ye’s recent antics have called ‘platform awareness’ into question. Public figures, like Kanye, have millions of young, impressionable fans. The utilization of controversial opinions could prove to be more harmful than good. Even after Ye’s antisemitic comments, fans still came rushing to his defense. With the large majority of adolescents and young teens engaging with social media and celebrity culture, our public figures play a crucial role in the social development of their respective audiences. If we allow those who hold considerable influence to remain unchecked, we risk the normalization of violent and damaging rhetoric.
Furthermore, the permittance of hate speech within popular media enables the empowerment of counter-culture groups. The prevalence of white supremacist groups such as the Proud Boys and QAnon can be attributed to former president Donald Trump. The former reality TV star, famous for his divisive social media presence, has used his platform to foment hatred and violence against marginalized communities, to much success. His initial 2016 presidential campaign was largely successful because of his appeals to subversive thought. Trump, though an iconic media figure, was never seriously considered to be capable of winning the presidency, even up until election day. However, his ability to spark outrage and anger only increased his popularity. Through his presidency and beyond, the effects of his actions can still be seen. In Early July of this year, the Patriot Front held a march through the streets of Boston; an event that harks back to the KKK rallies of the early 20th century.
Unfortunately, these public figures aren’t the only ones benefiting from the spread of hate speech. With the world increasingly online, physical media has become a dead enterprise. Therefore, the source of revenue for media outlets has turned to the generation of ‘click-worthy’ articles. Coupled with the fact that people generally prefer to read negative headlines, this means that inflammatory actors, monetarily, make better press. Due to the fact that the media now thrives on its symbiotic relationship with controversial figures such as Trump or Kanye, hate speech will likely remain relevant for years to come. As long as these actors remain relevant, people are still ready to listen.
So what is to be done? Public vilification is an appropriate response. But an important distinction must be made: these actors are deliberately manipulating public narratives to their advantage. Trump’s use of Twitter to incite hatred was not the ramblings of a mad man. Kanye’s statements on slavery were not simply the result of a manic episode. These high profile individuals have figured out how to thrive off our anger, something considerably more dangerous.
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