You Can't Be Me... But Here's How To Be

We're living in a paradox where we are constantly encouraged to adopt and implement other people's style, whether it be in the form of clothing, actions, attitudes or even slang... Yet so frequently, we criticise followers for lacking individuality. Complex, right?

What actually is a 'copy' ?

Baellionaire / Via giphy.com

In the words of Boon (2010), a copy is something that is made to 'look' like something else, and when discussing it in this context, a copy is the external appearance of a manufactured original. That's exactly it though, is there really anything original left to avoid copying, despite our purest selves? Probably not, or it would be very rare. This leads to the question of why we still strive for individuality in order to avoid scrutiny for copying, even though the act of copy comes from our own willingness to do so.

What makes a social media influencer, a social media influencer?

Tara Duncan

These people that we eagerly (and shamelessly) follow the lives of had to have started from somewhere, right? They wouldn't have just woken up one day with over a million subscribers. These influencers are tactful, savvy entrepreneurs. In having an understanding of their own personal brand and target audience, they have been able to manufacture an image and lifestyle that encourages 'copy'. What's interesting though, is that many of these figures have openly discussed how they reached their status, and the procedural like nature that they undertook to get there. This paradox of being individual enough to copy, yet manufacturing this individuality is often unnoticed and questions the notion of the 'original' - is there one?

"Copy my style"! "But guys, being yourself is super important too"

Tara Duncan

The amount of time's I've watched a Vlog or read a post where they've emphasised individuality whilst providing access to where I can buy their belt from is probably unhealthy. Boon (2010, p. 118) argues that I, and everyone else has a right to copy though. It's a form of camouflage in a social environment similar to warfare, where it provides safety and comfort to those who actively seek it. Without access to this, the ramifications would be unimaginable. These influencers provide a 'how-to' guide for people who are often just trying to better themselves, whilst keeping brands alive might I add...

Why do we criticise copy?

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I think that the criticism falls into a lack of acknowledgment from the source, with influencers posting videos with detail for detail regarding their cosmetic surgery, however then stating that they don't condone or encourage the behaviour. These influencers understand their position, however if they didn't discuss it either then their following may feel betrayed. So regardless, they can't really win.

Boon (2010, p. 134) highlights that identity copy receives criticism for its lack of structure behind the copy. Lacoue-Labarthe (1998) reveals that the ease of which we copy is "pervasive mimetology", which demonstrates concealing and then revealing, similar to the way that social-media influencers strategically conceal elements of their lives that they want to remain hidden, yet would more than likely resonate with their responders on a greater level despite not being aesthetic and of lust in nature. But we criticise the fact that everything is manufactured so heavily, despite looking to them for direction in order to copy, which is also criticised? It's a paradoxical network of criticism.

simpsonsworld.com / Via gph.is

Viewers indulge themselves with longing for the type of life that these influencers preview for us, and we possibly criticise them because we are unable to replicate it with the same 'structure' that Boon states makes the copy feel real and authentic, mainly due to what is concealed.

Should we really label them as 'fake' and does that make us 'fake'???

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We all copy something in one way or another, we aren't the only one's who own a pair of Nike shoes, so when a social media influencer also owns these products and a subscriber then suddenly owns a pair, why do we automatically assume a lack of originality has ensued? Trends and styles are being led in this current society through social-media influencers, and despite the copia nature of them, we still follow and receive critique as it forms a 'pack following' mentality that speaks multitudes to those in touch with this network phenomenon. Everything is a copy of everything, so labelling a human entity as 'fake' seems a little farfetched really.

I don't even know what's real anymore???

Tara Duncan

At this point, it's pretty noticeable that a lot of what we see from social media influencers is selectively commissioned, but should it discredit them as being themselves? A new trend appearing online is an almost satirical-take on the notion of 'the-real', with influencers such as Jade Tuncdoruk (@jadetunchy) having a separate account to post less-flattering, less-manufactured and more 'real' posts than her main account, which is notably also her income. It's an important reminder of authenticity and of the manufactured nature of copying and posting that many followers appreciate being reminded of, which is a direct response to the multitude of young people looking up to the user in awe and attempting to copy her entire entity.

When comparing this to other 'real' accounts, it challenges what is actually 'real' and if it's not, then is it fake? And if it's fake, what are we actually attempting to copy and why do we still criticise something for what it's not?

Is there a point that copying get's too far? Yes.

Tara Duncan

Well actually, that depends on the individual and the extent of the copy nature surrounding them, and also personal opinion. There are certain elements of copy that some may find annoying, such as the current trend of accent that YouTubers like Shani Grimmond, Michael Finch, Rahnee Bransby and their 'squad' have adopted, and due to their large following, extensive amounts of young people are following their tone and using their take on colloquialism in their every day lives, as well as purchasing merchandise with their popular phrases on it. This shows the multitude of categories regarding every day life that have the ability to be copied, and in all honesty, I just want my friends to start talking normally again...

Via gph.is

It's an element of human nature though, to copy (Fukuyama and Myowa-Yamakoshi 2013). We learn to follow those in our environment from our youngest age, whether it be learning to walk or talk, or to dress ourselves. It demonstrates that we are constantly searching for guidance, without the limit of age and that 'copying' is instinctive in nature. Boon highlights that complete self-erasure would lead to a lack of enjoyment and often, those who copy do so to feel a greater sense of enjoyment within themselves (Boon 2010, p. 91).

"Probably a catfish"

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I think that the word 'catfish' is incredibly dangerous to youths within this networked environment. As questioned throughout, is one person entirely original and can claim individuality? Not really, so it becomes frustrating when people claim that the images and content that social media influencers, as well as every day 'individuals' is not themselves, making them a 'catfish' and discrediting their image.

Via gph.is

The term catfish evokes trust issues amidst online users, as well as a form of reassurance through the possibility that they aren't how they seem online and that they shouldn't worry or feel threatened. This realm of mistrust is very dangerous to fall into, as a responder may still copy what is being displayed, and therefore question themselves and who they are. Sure, a lot of content online is manufactured, but it shouldn't encourage others to question their external appearance and authenticity should they aim to follow.

Intellectual property? Huh?

Via mtvema.com

Establishing a boundary between creative inspiration and the borrowing of intellectual property is hard to establish. Lyons (2016) highlights that a lack of enforcement by institutions such as Instagram enables the copy function, and it's also hard to trace an original when something has been multiplied so many times. This begs the question of in order to become an influencer, why must you allow for the copy and reproduction of something that may not be authentic?

Via me.me

Boon analyses Kahn's idea of 'tactile exploration of materials', whereby something, such as an image, is broken up and exported in order for appropriation, whereby this segment may be given new meaning (Kahn 1985, cited in Boon 2010, p. 145). Through this context, we can praise the idea of borrowing segments of materials, speaking metaphorically of social media influencers and YouTube vloggers. The process of copy adds texture and layers to the image and persona of the individual copying them.

Finally...

We cannot make the assumption that it's incredibly rare to find originality, however we can assume that the process of copy shouldn't be critiqued as an excuse for an absence of individuality.

The paradox of following influencers, yet challenging those around us who do so for lacking individuality, reflects the complexity of the network in which we all operate. It would be impossible to look around us and not find an example of copy, yet we tend to challenge those who internally represent a function that enables growth and positivity in this world.

In an attempt to analyse this paradox within constraint, I myself have copied ideas from theorists such as Boon. Boon's work has been made available to do this, synonymous to the work of social media influencers and their followers. Copy is everywhere, and the criticism may fall down to envy, the incapability to follow due to restrictions, or a sense of self-fulfillment whereby copy is not required, however regardless, the paradox in discussion highlights the multifaceted world, which is, network culture.