R4: Postmodernism

The concept of postmodernism is the simultaneous performance of two contradictory or related actions. Meaning that one action is happening under the illusion of another. This concept is often seen in films, where audiences feel as if they are forming a bond with the characters on screen, while simultaneously being denied closeness to them. The same illusion can also be seen on social media, where users are encouraged to form bonds over their shared interests and connections. This makes postmodernism a valuable concept to know when it comes to understanding social media and its users.

In her book, Life on Screen, Sherry Turkle writes that the internet serves as “social laboratory for experimenting with the constructions and reconstructions of self that characterize postmodern life” (180). This especially true with the rise of social media sites that have allowed users to capitalize off of their self-constructed identities. Youtuber Carli Bybel is a good example of constructing and reconstructing an identity. Bybel began as a beauty guru, posting videos of makeup tutorials on YouTube in 2011, and while hair and makeup are still her main identity, she has reconstructed her self-image to also include fashion, daily positive affirmations, and veganism.

Carli Bybel

Bybel most recently reconstructed her image to include philanthropist, with the launch of her new company, Pranava Beauty. With the launch of Pranava, Bybel announced her scholarship program and partnership with the Water and Health Foundation to send 120 Cambodian girls to college. This is Bybel’s biggest humanitarian effort to date - and the most successful. Bybel has already reached her fundraising goal of $100,000 for her scholarship program.

Bybel’s charity campaign easily overshadows the other self-image that she’s been carefully carving for herself: business woman. In the description of her announcement video, Bybel writes that she’s waited a long time for her own “platform to create products [she] loves for all of [her fans]!” 

This draws attention to the fact that Bybel has already had multiple (and successful) opportunities to create products for her fans, including a limited-edition collection with online retailer Missguided and an eponymous eyeshadow palette (which has a deluxe edition releasing next week). Bybel’s shift to her own platform is what George Ritzer refers as the “long tail” or, “an emphasis on the infinitely larger number of phenomena.” Phenomena, in Bybel’s case, being a full-range cosmetics line of cruelty free and vegan products.

Sources:

Bybel, Carli. "BIG ANNOUNCEMENT +NEW PRODUCT LAUNCH! Carli Bybel." YouTube. March 15, 2017. https://www.youtube.com/watch?v=rKa5KtSDlig.

Bybel, Carli. Instagram Post. March 29, 2017. https://instagram.com/p/BSOgahjhBwV/

Bybel, Carli. Instagram Post. March 22, 2017. https://instagram.com/p/BR9slsoBg_t/

Bybel, Carli. Instagram Post. March 15, 2017. https://instagram.com/p/BRqu9CcB5IT/

Ritzer, George. "The Internet Through a Postmodern Lens." Cyborgology. November 19, 2012. http://thesocietypages.org/cyborgology/2012/11/19/the-internet-through-a-postmodern-lens/.

Turkle, Sherry. "Aspects of the Self." In Life on Screen, 177-209. New York: Simon and Schuster, 1997.