This. She is more palatable than a lot of ‘influencers’ but she’s trying so hard to make out like she’s in another category when in reality she’s just using her followers to make money like they all are.
I don’t mind her talking more about ‘issues’ rather than just shilling pretty bags etc but she harps on about feminism and saying what she wants yet seems verrrrry thin skinned if anyone says anything negative. (Not talking about the press, I can’t imagine having a national newspaper writing about you is nice at all).
I hope not but I assume she’s trying the I’m-so-relatable-like-your-best-mate angle in order to gain a larger following and therefore make more money.
Basically - I enjoy her content more than a lot of them but I can see her monetising a lot more soon and then essentially becoming what she hates? Also quite sick of seeing her dancing around flailing her arms.
Honestly, from my perspective I find the hypocrisy harder to stomach with em and her ilk than with other influencers. At least most influencers are aware their content is pretty shallow, fun and not that deep. And they seem content to live with that.
Em wants to be seen as credible and intelligent and thought provoking. Presumably the way her idol Bryony Gordon is (kind of - I don’t rate Bryony Gordon at all. She’s yet another privileged white lady dominating the media, who benefited from family connections. She was also a gossip columnist for the type of rags Em detests so much, and most gossip columnists in my experience have deeply misogynistic undertones…but she got a book deal and talks about mental health so shes a “serious” writer now).
Em wants to be taken seriously but she also wants to make money, off of brand deals and by promoting products. That type of work is fine, lots of people enjoy marketing.
But if she wants to be seen as someone serious who fights social justice causes… then don’t be an influencer? Either embrace the fact you want to be taken seriously as a proponent of social causes and quit the influencing stuff and devote your career to that, or content yourself with shilling sports bras for money - a fairly shallow endeavour.
For context, I made the decision to go into a line of work that tackles real social issues and has a wide impact. It’s often really difficult, it’s not well paid, it’s stressful. But it does have a meaningful impact that I’m proud of. It makes a difference to a lot of people. It’s not glamorous or (usually!) a ton of fun but I can live with that.
Taking selfies for a job and posting about dating apps looks fun and easy. And if that’s what Em wants that’s fine. But I wish she’d stop acting like she’s making a profound and deep impact by throwing out word salads, and getting offended when someone points out her career of choice isn’t that deep.