Chiara Ferragni and the scourge of hypocrisy on social networks – Forbes France

The matter in which Chiara Ferragni was recently involved reveals one of the dark sides of social networks and social relationships in general: hypocrisy.

Article by Anna Zanardi Cappon for Forbes USA – translated by Flora Lucas

HE ” pandoro-door »

In recent months, Italy has become involved (sometimes quite violently) in the fate of the most famous and highest-paid influencer in existence: Chiara Ferragni. With 29 million subscribers and a turnover that is probably around 30 million euros a year (although the amounts, real or declared, are not entirely clear), Chiara Ferragni found herself involved in a harmless affair regarding a charity fund . TO ” pandoro-door » (the case refers to the profits obtained from the sale of a typical Italian sponge cake, called Pandora, which Chiara Ferragni publicized), which was also very poorly managed in terms of communication: the apology video, which shows the influencer in an unusually reserved mood when she should have apologized, backfired. Revealing, furthermore, what appears to be an intrinsic weakness of her small media empire, namely, the lack of trusted advisors, both at the legal level and at the communication level. There is no doubt that the businesswoman-influencer has made mistakes, and serious ones. Her posts about Pandora He encouraged many buyers by suggesting that an increase in purchases would lead to an increase in donations for research into two types of tumors at the Santa Margherita Hospital in Turin. A false statement since the company that makes the cake had already donated a fixed amount to the hospital. And the apology video, with the promise of paying a million euros out of his own pocket, did not help repair the damage.

A very deplorable matter, but one that corresponds to the same mechanism that made Chiara Ferragni what she is today: these 29 million subscribers who, not long ago, kept clicking a like on all her publications, expressing their adoration, in real time. , for the influencer’s children, immortalized and shown to the public in all types of situations. Subscribers who would probably have liked to own the designer clothes, the huge walk-in closet full of shoes and Chiara Ferragni’s new house, shown in every detail. Those subscribers who suddenly decided that all this was inappropriate, scandalous, offensive to those who cannot afford it and, as a result, became uncompromising accusers, moralists who use unbearable epithets, continuous killers of customs. There is nothing better to fuel the media assault that pleases the public so much, because it stimulates their most basic instincts, allows them to direct their desires and frustrations towards a common goal, at the same time that it gives them the feeling of belonging to a group and, therefore, therefore, of being the possessor of an absolute truth.

The hypocrisy of social networks and social relationships

Of course, these are typical social network mechanisms: what takes you to the top of appreciation can, just as quickly, determine your fall. However, what is most striking is the enormous hypocrisy in which we live every day. In other words, Chiara Ferragni is Chiara Ferragni because yesterday she did things that scandalized the public. Her small empire comes from companies paying her to advertise their products, knowing that 29 million people would see those ads. Everyone benefited from her notoriety, including big brands like Tod’s, which saw her shares skyrocket as soon as they announced her presence on their board of directors. All the major media outlets of the time welcomed the news with enthusiasm, but only now do they write that Chiara Ferragni rarely appears at board meetings. Today, some of the brands to which she was linked have turned their backs on her, a part of her fans have abandoned her (in reality, a relatively small number, perhaps because her voyeurism of adoration has turned into morbidity to see). the fall of an idol). ), and many criticize her for doing what she always did: smile and show off.

However, the public created Chirara Ferragni. It was the public who bought Pandora not because they were promised charity, but because it made them feel good. This annoying hypocrisy, one of the great scourges of social relations, is so deeply rooted in Western culture that it seems irreversible. And yet, there is an affordable but precious antidote: a little human dignity, allowing each one, in his last breath, to be proud of his directness, instead of the banalities uttered to mask his poverty. It takes great self-respect to accept living and not just surviving, which implies a notion of dignity that is rarely exercised today. For this reason, social media is often a hellish mechanism: it makes everyone, dragging the public into an unconditional and reactive mass flow. Dignity is also an act of self-awareness that takes time. It is time to become fully aware of this.


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