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The triumph of the telegenic – the Republic

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The triumph of the telegenic – the Republic

The operation with which GEDI, one of the main Italian publishers, bought 30 percent of StarDust, signals the consecration of the influencers. Or creators, as they are now called. A new form of economy for which anyone capable of making a successful video is hired by companies to enhance their products.

Basically what happened with television is happening with the web: before there was only Rai; when free TVs arrived in the 70s it was like throwing open the gates. Many talents and aspirants entered it, such that they did not have the opportunity to work for the big public TV and who could, however, make up their ranks, prove their worth, on the free TV in the neighborhood. An undisputed talent scout like Renzo Arbore he fished with both hands in that picturesque world.

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The same happened with the web. People got a chance to express themselves and show off. Initially with blogs, then with posts on social media, in particular Twitter e Facebook. But it was with Instagram that this thing climbed: we started following the photos, the selfies.

The last stage was the videos: yes, it was already there Youtubeand there were youtubers, but it was TikTok with its short format and deadly algorithm, literally making millions of people popular who otherwise would not have been.

Chefs, dancers, jokers, gardeners, health experts, beauticians, experts of whatever make sympathy their fundamental strength, accumulating thousands of followers and monetizing each of their videos. It is not a negative phenomenon in itself, on the contrary: in the past characters like ZeroCalcare, Makkox and Zoro started from the web.

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It should be noted that creators were theoretically already there at the time of blogging, but they were a niche, elitist phenomenon: you have to be able to write pretty well to blog, and you have to want to read to become a follower. With current creators, you just need to watch one video after another. It is the triumph of the telegenic.

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