The shift away from celebrity culture

This second installment in the "Political Frustrations of the 2020s" series provides a deeper analysis of the social and economic forces underlying widespread public discontent. This article explores the growing disillusionment with celebrity culture, mainstream media, and corporate-driven activism prevalent in the 2020s. Departing from the first article’s focus on the marketing logic behind these phenomena, this piece examines public reactions. Increasingly, people perceive marketed activism and elite-supported social causes as falling short of meaningful impact, highlighting a skepticism toward high-profile movements and figures viewed as inauthentic or opportunistic.

By examining the “Digitine” movement and public responses to the 2024 Israel-Gaza conflict, this article delves into the rising demand for authenticity and effective advocacy amid persistent economic and social disparities. This sentiment reflects a cultural shift from celebrity idolization toward grassroots-driven change, challenging traditional structures and reconsidering the meaning of genuine societal influence.

Rising frustration in the 2020s: a multi-layered exploration of discontent

Public discontent with celebrity culture, mass media, and the portrayal of activism in these domains has intensified in the 2020s, often stemming from a perceived divide between marketed activism and the realities these initiatives purport to address. This article explores that gap, building on previous discussions by investigating how ultra-liberal branding around activism—promoting values of inclusivity, equity, and solidarity—often falls short of the substantive, structural change that people seek. Movements such as Black Lives Matter (BLM) and issues surrounding the Israel-Gaza conflict exemplify this dissonance, where corporate gestures and influencer endorsements may appear opportunistic rather than genuinely committed.

In the case of the Israeli conflict, the silence is also pointed out as neglect, or proof of a selection of causes to advocate for, not a staunch activism. Although social causes gain visibility through branded content, the disconnect between advocacy and action has fostered growing skepticism, particularly when profit or publicity takes precedence over meaningful engagement.

For many, these inconsistencies underscore mounting frustration with the superficiality of corporate-led activism, revealing a divide between public relations strategies and the lived experiences of those impacted by these issues. This article thus examines the broader cultural dynamics fueling this discontent in the 2020s, illuminating a public call for authenticity and a movement toward relatable public figures who advocate for tangible, grassroots change.

The decline of traditional celebrity culture and the “block celebrities” sentiment

One of the clearest indicators of public frustration in the 2020s has been the emergence of a “Block Celebrities” movement—a call among some to reject traditional celebrity culture altogether. Comments on Tinysey's ‘Gen Z is Ending Celebrity Culture as We Know It’ YouTube video (2024) vividly reflect this sentiment. Tinysey articulates a desire to distance themselves from a culture that seems to glorify privilege and luxury. This shift in perspective suggests a growing view of celebrities not as aspirational figures but as symbols of socioeconomic inequality, particularly in an era of rising living costs and stagnant wages.

Historically, celebrities offered an escape into a world of glamour and success. However, for younger generations and those facing economic hardship, celebrity extravagance symbolizes systemic inequities. As commenter @Tonitoni0273 observes on Khadij Ambowe's video ‘Is the Downfall of Celebrity Idolization Upon Us?’ (2024), it’s becoming harder for many to reconcile the excessive expense of events like the Met Gala with pressing, unmet basic needs—such as affordable housing, healthcare, and education. In a world of widening economic disparities, this extravagance is beginning to feel increasingly out of touch.

A shift towards “everyday celebrities” and decentralization

In her YouTube video, creator Tinysey explores how shifting cultural values reshape what it means to be a public figure. As traditional celebrity culture wanes, younger audiences gravitate toward “everyday celebrities” or micro-influencers who embody relatability and accessibility. Commenter @CTheGuy observes in response that platforms like TikTok and YouTube enable ordinary individuals to achieve viral fame (2024), diluting the aura of traditional celebrity and creating a more relatable connection between influencers and their followers. This trend suggests a democratization of fame; if anyone can attain it, celebrity status loses some of its exclusivity. It reflects a growing public desire for authenticity in an era characterized by performative excess.

Furthermore, as Melanie Day discusses in her article for Kiss951 FM (2024), “Influencer Culture Is Tone Deaf In This Economy And People Are Finally Sick Of It,” even the culture of influencers is beginning to wear thin. Day critiques influencers for displaying unattainable lifestyles, noting the public’s discontent with superficial displays of wealth that contrast starkly with the financial realities of most people. The widening economic gap between influencers and their audiences fosters dissatisfaction with what many see as an increasingly “tone-deaf” industry.

Economic hardships and distrust in wealthy elites

The economic challenges of the 2020s, including rising living costs, wage stagnation, and job instability, have intensified public distrust in the wealthy elite and reinforced the perception of celebrities as “meat shields for the rich,” a sentiment expressed by commenter @brittanyannette3170 on Khadij Ambowe's May 12, 2024 video, ‘Is the Downfall of Celebrity Idolization Upon Us?’ This frustration extends beyond celebrities, to corporations and governments seen as upholding systems of inequality. In ‘Celebrity Culture Isn’t Dead, But it Should Be’ (2021), Kimani Leftridge similarly argues that the pandemic spotlighted the widening divide between celebrity lifestyles and those of average citizens.

Leftridge suggests that if society collectively detached from celebrity culture, it might begin to weaken an exploitative system, allowing space for more meaningful societal change (2021). This critique reflects a broader trend in the 2020s: the wealthy are often perceived as a disconnected, insular class out of touch with the needs of ordinary people. The grievances expressed in social media comments highlight a core complaint—that elite privileges exist at the expense of systemic inequalities disadvantaging everyone else.

Mainstream media and its impact on public perception

Mainstream media, once the cornerstone of public information and an essential element of democracy, now faces a crisis of trust. This skepticism is especially pronounced among younger demographics, who increasingly turn to alternative sources, such as social media, for what they view as more transparent, accessible information. Research by Skana Pranvera and Gjerazi Blerina on Albanian media reveals that this lack of trust is not limited to a single country or media system (2024). Their findings indicate that while the public has high expectations for journalistic accountability, many media organizations struggle to fulfill these expectations due to political, social, and economic pressures.

Furthermore, studies on media influence on public perception of altruism reveal that while media portrayal of crises can inspire altruistic responses, distrust toward media may discourage such engagement (Liao, 2023). Madison Minges’ interview with Professor Elise Labott (2023) on media bias in the Israel-Hamas conflict illustrates how media framing can heavily influence public opinion, underscoring the importance of unbiased, transparent reporting.

Re-evaluation of celebrity culture as escapism

The role of celebrities as escapist figures is undergoing a profound revaluation. Increasingly, celebrities are viewed less as icons offering relief from societal pressures and more as symbols of these issues. Commenter @nyoon690 echoes this sentiment in the previously mentioned Khadij Ambowe's video, noting that celebrities now represent broader societal problems rather than serving as an escape from them. In ‘The Day Celebrity Culture Died’ (2022), Scott Bradlee similarly argues that the pandemic was a turning point, breaking down the mystique surrounding celebrity status. The lockdowns revealed celebrities’ vulnerabilities, sparking a cultural shift from idolization toward empathy.

The divisive influence of social media and celebrity culture on social issues

The involvement of influencers in social and political causes has become increasingly scrutinized. After reading Fernando Alonso’s “Some Influencers Spark Backlash After Using Protests as Backdrop for Their Content” piece for CNN (2020), many instances where influencers have been criticized for leveraging social causes to enhance their brand image are highlighted. Media consultant Brittany Metzler notes that influencers have grown accustomed to viewing experiences through a content-creation lens, often reducing complex social issues to mere engagement opportunities. This tendency has sparked backlash, with audiences perceiving such behavior as opportunistic rather than genuinely activist.

Conclusion: reclaiming cultural space from celebrity influence

The 2020s have seen a re-evaluation of celebrity and mainstream media, driven by economic hardship, growing distrust of elites, and changing social dynamics. From a “block celebrities” movement to skepticism toward mainstream media, the frustrations of this decade reveal a collective yearning for authentic, relatable, and impactful public figures. The fading appeal of traditional celebrity culture, with its promises of escapism and luxury, is increasingly seen as a reflection of privilege and detachment from the real challenges people face.

As these frustrations build, society may gravitate toward new values centered on fairness, accessibility, and authenticity over fame and wealth. Rather than seeking inspiration from distant celebrities, people are turning to figures who advocate for real change and bring a sense of solidarity. This shift marks a transformative moment, where public demand for meaningful change may challenge the exploitative structures of celebrity culture and elite influence. In moving away from celebrity idolization, people are reclaiming cultural space and focusing on community leaders and everyday figures who reflect the values and realities of a changing world.

As we move from examining frustrations with celebrity culture, we will turn to analyzing the role of political leaders in shaping public perception and trust in governance in the upcoming article in this series.