I thought I will share my piece for my application for Central Saint Martins.Like it or not, this defined my next year.

Fashion influencers have taken over the world by a storm – but why do we feel so connected to these virtual personas?

It is a late Sunday afternoon. I sit on my sofa and scroll down Instagram. I have been at this spot the whole day, and I have not had any human contact expect a short encounter and an awkward glance with a lady downstairs when I was heading to the store to get some comfort food. And I do not really mind. I feel the autumn rushing to the flat while yellow street lights tinker through my curtains. I scroll and almost obsessively double tap every picture that appears to my bright screen. I see that someone just got engaged. I don’t know this girl but I have been following her for years. And I feel like I know her. I comment below to her picture with no intention that I would ever get a reply. I feel lonely and connected at the same time.

It is a no brainer that the digital world has merged into our daily lives and has changed how we establish relationships and interact. According to a study by American Youth young adults from Gen X have as many solely mediated social interactions as face-to-face interactions.

The bloom of social media and especially Instagram, made it easier to connect with people around the world. We live in a place where connecting with Rihanna’s account is more likely than accepting your mother’s invitation on Facebook.

But why do we feel so connected to these personages that we are well aware are mainly fabricated and composed? Even the most natural and genuine influencers still hold the reins of communication when they choose what to show to their followers. And more or less, we are obsessed of these media appearances and hungry for more.

In the mid 50’s two researchers, Horton and Whol, introduced a term of para-social interaction in order to explain the complex and dynamic yet fictional interaction between a viewer and a television personae. The term refers to “the imaginary relationship to a person whom one knows well but who barely knows the other” even when the person would be fictional. I can recall a time when I was completely in love, but with a person that did not really exist – Mr. Dreamy from Grey’s anatomy. But for me as a young girl, this interpersonal “relationship” and feeling of love was important because it shaped me in terms of what I wanted to become in the future (yes, I truly though I will be a doctor for a while).

Now, over six decades later, we do not even have to wait for next weeks’ episode to see our favorite media persona. We can instantly be connected with influencers and follow their lives in real time. This has essentially decreased the social distance and that subsequently has changed the role from ordinary followers to “friends”. But in comparison to a “real” social interaction, the communication is established through a media appearances, in example through Instagram stories. And yes, we can comment, like and share the content, but this form of communication lacks the two-way dialogue in which both parties are well aware of others existence.

Studies have shown that perceived association between influencer’s image and their followers aspirational or current self-image can positively impact on the perceived “friendship” because it can provide assurance in self-construction. Nowadays I am more likely to check if my favorite influencer has similar item rather than consulting any of my close friends. To be brutally honest, I do not need their approval, because I feel that my style is part of my personality and individuality. But I do need comfortability and assurance from my favorite influencer on Instagram. Wearing same things with me makes me live their lifestyle through my own life and connect with the character I want to be in the future.

Attractiveness plays a big part in initial social encounters but personality has become even more evident in terms of connecting with followers. It can be a two end sword because an unpleasant personality can actually tarnish the attractiveness of an influencer. This only showcases how people want to connect with personae online that are perceived genuine and friend-like. Perceived realism and honest content can create a positive impact on connecting with an influencer.

In some sense, influencers are the stars of our days like movie stars were back in the day. They create trends, life styles but additionally help at a moment of despair providing guidance and assurance, like a good friend. An emotional response to the influencers content can awaken a perception of knowing and understanding the person with the same intimacy as real life friend. Feeling empathy and happiness for your favorite influencer when they succeed or fall is not uncommon, it is empowering. It can feel like we are a huge community that has no geographical or timely limitations. After all, it is a natural human instinct to create attachments with others.

Some might argue that the digitalization has broken the system and weakened the “real” connectedness between people. But I personally do not believe so. Digitalization has opened the world. We have not necessarily changed, only the way we interact has.

So keep scrolling and feeling inspired. Because by being inspired you can inspire others.

Ends.

Words: 893

Notes:

American Youth study: Hall, 2016 “When is social media use social interaction? Defining mediated social interaction” New Media and society 20:1 (162-17)

Para-social interaction – Horton & Whol: http://visual-memory.co.uk/daniel/Documents/short/horton_and_wohl_1956.html

Social distance: Chung, S & Cho, H (2017) “Fostering para-social relationships with celebrities on social media: implications for celebrity endorsement” Psychology and marketing 34:4 (481-495)

Emotional response & human instinct: Schramm, H & Hartmann, T (2008) “The PSI-process scales. A new measure to assess the intensity and breath of para-social processes” Communications, 33:4 (385)

Hilda x

When I say the word vegan, you will most likely to have your own perception about it. Some of you will have a negative attitude, some positive one and some, well, don’t really bother. And I’ll accept them all. Yes, you can stop reading now and be like, ‘’yet one of those articles that try to brainwash the readers into veganism’’. I do say, I cannot be completely subjective, but these are just my arguments. Maybe you find something to back of your beliefs in both sides and for those neutral folks – maybe after reading this you will camp on some side.

So as we know, vegan lifestyle is rising among Western societies however sometimes it might be hard to jump in the bandwagon in which the knowledge is the power to gain the best of this amiable yet compelling lifestyle. Moreover, the ultimate preaching of veganism and ‘’guilt build’’ around eating meat has definitely had had its impact on the popularity and stereotyping of veganism.

Veganism is like a marriage. There I said it! Scared yet? It is always there, in your daily life choices. It needs commitment, compromises and constant learning.

But at the same time it is like an intimate relationship. It can make you feel stronger, more sincere and exuberant both personally and physically.

Frankly, I am not saying that we all should be a vegans and eating meat is a sin – but after all humans were made to plants, we have the teeth of a goat. Our teeth is not suitable for chewing meat!

Of course now you are thinking, you don’t want to be identified as a goat. But what if I said what makes us differ from other mammals is that we have the power of choice, the power to impact on our surroundings trough alternative choices. Humans are the most developed mammals carrying the strength in their brain rather than in their muscles. Our most powerful organ is our brain, that allows us to make cognitive decisions, in both good and bad.

Hey, again, I am not saying you should stop eating meat right now you rigid man! Meat industry has been around for centuries – to be exact, humans have eaten meat, well always. From the times of prehistoric man to the celebrations of Faraos, meat been part of our lives. But nowadays everything has accelerated into the superior measures – so has the meat industry. It has forgotten that you cannot keep constantly taking if you never give anything back. Also the ideology of more and faster embodies the misusage of our skills. Our responsibility is to improve and do better, not to destroy.

Some could argue veganism is just part of Zeitgeist and will fade as fast as it came, even that is solely one of those diet trends such as carbing. And yet, many people try and don’t stick to it. However, veganism has a change to have a lasting impact when the change starts from the roots of consumption and becomes a mainstream ideology. Moreover, veganism is a constant lifestyle choice, not that buffed winter jacket you wear every second year.

I gonna break it to you. Yes, I said it requires knowledge and learning, but hey, aren’t we here for that? Knowledge is power and is never a waste. And now you argue with me saying that you will be giving up your indulges and it is too complex and time consuming. Well…not really. Yes you might have to compromise in some things, but the whole idea of life is to challenge yourself anyway. And ‘’turning’’ into veganism is a considerable motivator for you to learn to be an amazing chef! Social media is full of inspirational bloggers and influencers (such as veganandwild & illegalplants) that can help you to get started and give you that last push towards greener tomorrow. Get inspired and learn about your food – because how you feel outside starts inside (cliché but true).

79% of American vegans are females (Statista, 2018). So is only a lifestyle for girls? Yes, it has feministic perceptions, but didn’t going to the gym also have a masculine tone before it came mainstream for all of us? Some guys are endeavoring that ‘’the biggest alfa’’ of the jungle identity – but do you really know how the alfa’s gain their trust among their pack? By knowledge and skills. If you have the ability to show your knowledge and stand behind your beliefs, you will gather a pack around you, not by transcend physical power, but by deep-rooted knowledge.

Veganism will be part of your personality and life is made for living. The most powerful people are the most confident ones that have the ability to care and connect, not only with other homo sapiens but also with the nature that provides us the playground to explore and to be, well us.

Hilda x