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Kylie Jenner Broke Away From The Kardashians With Her Birth Announcement

Not only did Kylie upend all the Kardashian traditions by keeping her pregnancy a secret, but also the birth announcements marked a very different way of handling the media and public.

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You are probably aware that Kylie Jenner has given birth to her first child, a little girl named Stormi.

Kylie kept everybody guessing for the entire duration of her pregnancy, refusing to confirm or deny the news in a move that broke every Kardashian tradition we’ve come to know and love over the past decade.

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1. The pregnancy and birth announcements didn't follow Kardashian tradition.

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With the exception of Kourtney’s second pregnancy, which was revealed through a magazine deal and a cover of Us Weekly, all seven of the other Kardashian pregnancies have been confirmed on an episode of Keeping Up With the Kardashians. The episodes usually come after weeks or months of speculation in the media, with the public having to tune into the show in order to discover whether the rumours are true. It goes without saying that this maximises ratings and media exposure while maintaining the Kardashian brand.

The family have also traditionally revealed their babies to the world in ways that extend the news cycle.

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For example, Kourtney secured magazine deals for the unveiling of Mason and Penelope, and made the public wait a full four months before sharing the first photos of Reign. Kim gave the exclusive first photo of North to Kris Jenner’s talk show, and she shared the first image of Saint on her app.

It seemed logical, then, that Kylie would do something similar.

I figured it out... Kris and the Kardashian/Jenner’s are revealing the pregnancies with the family Christmas card!

There were theories that she’d confirm her pregnancy on KUWTK or through an elaborate Beyoncé-style photo shoot. For a while people thought there’d be a big gender reveal, or her bump would be unveiled on the family's annual Christmas card. Then rumours circulated that Kylie would be the subject of a television special charting her pregnancy and birth.

Kylie's confirmation, however, was perhaps the most ~authentic~ Kardashian announcement of all time.

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There was no big KUWTK reveal, no elaborate photo shoot, no Christmas card, no stunts, and certainly no TV special. Instead, Kylie revealed the news in a twofold surprise. First came a simple text post on Instagram, revealing her reason for keeping the pregnancy so private and announcing the birth of her daughter, who’d arrived three days earlier. Then came a beautiful video, titled “To Our Daughter”, charting every phase of her pregnancy. And this is where things get really interesting.

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2. The "To Our Daughter" video was a big statement.

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Rather than follow the tradition of allowing the KUWTK cameras to chart her pregnancy and birth, Kylie released her own home-movie footage containing everything the public have spent months dying to see. The 11-minute video covered countless significant moments in Kylie's pregnancy – from her best friend describing the moment Kylie took the test, to the sound of her baby's first cry. We were given glimpses of special family occasions – her birthday and the Kardashians' Christmas celebrations. We saw her ultrasound scans, her junk food cravings, and her growing bump captured from every angle. “Pregnancy has been the most beautiful, empowering and life-changing experience I’ve had in my entire life,” she wrote in the birth announcement. And the heartfelt video conveyed exactly that. But it was also a big statement.

Because despite being on screen since the age of 9 and becoming one of the most famous women on the planet as a result, Kylie captured the footage through her own video camera.

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This was symbolic of the way in which Kylie has controlled the narrative of this pregnancy. In disappearing from view, she avoided being by stalked by the paparazzi. She shielded herself from constant criticism, debate, and the body-shaming Kim endured during her first pregnancy. Unlike those of her sisters, Kylie's pregnancy was not the focus of any KUWTK storylines. And in choosing to share the news when her daughter was already in the world, she prevented her pregnancy being exploited for anyone else's financial gain.

Curating and editing her own footage allowed her control over what the public saw – let's not forget that unlike Kris, Kourtney, Kim, and Khloé, she doesn't have executive producer rights on KUWTK – but she also took control of when and how the information was released into the world, keeping the details private and personal until she was ready to share them on her own Instagram account.

3. The announcement symbolised Kylie taking back control of her life.

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Kylie has said many, many times that she hates being famous, hates being in the public eye, and resents Kris Jenner for depriving her of a "normal" life. During an episode of her reality show, Life of Kylie, she revealed an aching desire to come off social media and disappear, move to a farm and have babies free from the onslaught of paparazzi or media attention. "I just want to run away," she said. "This fame thing – I don’t know who I’m doing it for." In removing herself from view and controlling when her news was released to the world, Kylie may have been able to claw back some semblance of "normality" and control over the media for the first time since her childhood.

4. By doing things this way, Kylie has become more popular than ever.

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The public have come to expect a level of access to the Kardashian/Jenners that Kylie disregarded in her disappearance from social media and public view, and her refusal to confirm the pregnancy. This could have dented her popularity significantly, but in fact, the opposite is true. The Instagram post that announced the birth of her daughter racked up 10 million likes, making it the sixth-most-liked Instagram post ever. The "To Our Daughter" video amassed over 60 million views on Instagram and 41 million on YouTube, placing it at number seven in the list of videos with the most views in 24 hours. The Instagram post revealing the name of her daughter and a glimpse of her face has now attracted 14.9 million likes, which appears to make it the most-liked Instagram post of all time. And Kylie's Instagram follower count has ticked over to 103 million, meaning she has picked up at least 2 million in the past 10 days.

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5. In taking a risk, Kylie's prompted a response that has been resoundingly positive.

The fact that kylie jenner didn’t use her pregnancy as a chance for attention makes me respect her so much more. In… https://t.co/OZXVD6hHQn

Considering Kylie Jenner grew up with a camera in her face I’m sure not by choice, I respect her for guarding her m… https://t.co/wbiXnEH2KS

I honestly have so much respect for @KylieJenner for the way she handles her pregnancy, and wanting it to be intimate the way she did.

In fact, many people have voiced a new-found respect for Kylie, after assuming she was withholding her news for "attention", "money", or "publicity". In other words, she's escaped the criticism so often levelled at the Kardashians. It's arguable that had she followed the traditional route of sharing the news on KUWTK or via a magazine in a strategy designed to exploit viewers or column inches, the response wouldn’t have been so positive.

6. All of this could change how the Kardashians operate in the future.

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The last nine months are proof that the Kardashians do have the ability to remain private. And in breaking the rules but remaining popular, Kylie has also proved that the family can attract media attention and ratings while also retreating from the public eye. The conversation around the family already seems to be shifting to comments voicing respect for the Kardashians in the handling of this pregnancy.

It remains to be seen whether this increases their likability and what this could mean – we may see more people tuning into their show of their own accord, an increase in ratings, and an uptick in popularity.

Instagram: @kendalljenner

In any case, Kylie may have just paved the way for a new strategy in handling big life events that the whole family could use. And given that they've operated in the same exact way for 10 years, this could be ~very interesting.~

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