“Nepo baby”, “deinfluencing”, “canon event”: the internet has developed new vocabulary to counteract the image of perfection it once encouraged. Instead, the shortlist reveals, we are pushed towards yet more self-narrativeOf all the end-of-year round-ups that inevitably begin come November – from Spotify Wrapped to Sainsbury’s Top Customers – the most revealing of the annual tenor has got to be the “words of the year” from the Collins, Cambridge, Merriam Webster and Oxford dictionaries.
and “greedflation”, the phenomenon whereby businesses use inflation as an excuse to inflate their prices artificially. “Nepo baby” refers, of course, to people whose career has been advanced by having celebrity parents . Nepo babies have been around since showbiz began – but the term has picked up traction this year because of the kind of collective outing of them – from Iris Law to Kylie Jenner – that serves to demonstrate the realities of success.
Crucially, though, even deinfluencing still looks to further the “personal brand”. It gives you clout among your followers and increases your image as someone with integrity and authenticity.Although the social media pivot to “authenticity” has been hailed almost unchallenged as a positive thing in recent times, it’s not quite so straightforward.
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