The experiences of influencers can be captivating for many individuals. While some view it as enlightening and inspirational, others may find it unsettling, leading to feelings of envy and raising questions about the origins of the influencers’ wealth. The animosity towards certain influencers has given rise to platforms like Tattle Life, where numerous anonymous users gather to express their disapproval of specific influencers.
Gossip, especially the more malicious kind concerning public figures like singers and actors, used to be widely accepted as part of the price of fame. However, with the evolution of influencers as a novel category of public figures, our relationship with celebrities—or the concept of them—has undergone significant changes in the past fifteen years. Despite the assumption that influencers face less public cruelty than traditional celebrities, platforms like Tattle Life challenge this belief. This online space is dedicated to scrutinizing influencers’ lives, with users engaging in speculative discussions, passing judgment on their choices, and often making derogatory remarks about their character and online presence.
Tattle Life, although not a niche platform, has garnered substantial traffic, with The Guardian reporting a staggering 43.2 million visits over a six-month period, primarily from users in the UK. The threads on this site, reminiscent of older online platforms, are filled with speculative and rumor-spreading content about various influencers, showcasing the persistence of online trolling and negativity.
The motivations behind posting hateful content about influencers online are multifaceted. Many individuals hold misconceptions about the work of influencers, perceiving them as promoting questionable products and leading seemingly effortless lives. This misunderstanding, coupled with feelings of resentment towards influencers from those in more demanding professions, contributes to the spread of hate. Additionally, there is an element of Schadenfreude, where audiences derive pleasure from witnessing the failures and criticisms of both major and minor celebrities.
Despite the prevalence of gossip and critique, the impact of such behavior on influencers’ mental well-being should not be underestimated. Discovering threads filled with vitriol can be distressing for influencers like Smart, who have built a significant online presence. The gendered nature of the criticism on platforms like Tattle Life, predominantly targeting women, reinforces harmful stereotypes and narratives, further exacerbating the challenges faced by female influencers.
Efforts to address the harmful content on Tattle Life have been met with limited success, as the platform remains largely unmoderated, allowing for the proliferation of hateful and discriminatory comments. While laws exist to combat online harassment and abuse, the anonymity of platform owners like Helen, the pseudonymous founder of Tattle Life, poses challenges in enforcing regulations and ensuring accountability.
As the internet landscape evolves and societal attitudes towards online hate shift, platforms like Tattle Life may face increased scrutiny and calls for regulation. While these spaces provide a outlet for expressing frustrations with influencers, the detrimental effects on individuals’ mental health and perpetuation of harmful stereotypes warrant critical examination of their continued existence. Ultimately, the digital realm’s capacity to foster both toxic environments and supportive communities underscores the complex nature of online interactions and their impact on individuals and society.