People traditionally look at A-list celebrities and subconsciously assume that those promoted by Hollywood and mainstream media are the most influential figures in society. Since they receive constant exposure through entertainment news, advertising, they seem to have greater relevance.
Online influencers seem more relatable because we hear stories about them building their audiences from the ground up. Their work isn’t often as polished or professionally backed by a team. They seem to come from ordinary backgrounds (or so they say) and grow alongside their audiences rather than being pushed by major corporations. So they feel less manufactured than traditional celebrities. They’re usually overlooked in comparison of meaningful influence.
But as influencer culture exploded throughout the 2010s, the mega corps/elites inevitably became involved in this space too. Lately, a select few receive backing, promotion, or strategic support while presenting themselves as ordinary people. They were eventually adopted by institutions once they became influential enough to matter.
In recent years, it’s also become more common to see top influencers receiving coverage from mainstream media outlets.
Influencer culture primary audience consists of younger audiences- children, teenagers, and young adults. While a lot of content appears harmless in the short term, repeated exposure to ideas, trends, and behaviors shape perceptions over time.
Larger online personalities such as the Paul brothers, MrBeast, Andrew Tate, and Kai Cenat have become part of that cultural influence. One of the latest figures attracting attention is Clavicular, a creator associated with the “looksmaxxing” movement.
Looksmaxxing is a subculture, popular among young men, that focuses on maximizing physical appearance through various lifestyle changes, repeated surgical procedures, grooming practices, and, in some cases, extreme pseudoscientific methods. For example, some follow practices such as “bone smashing,” where participants repeatedly strike areas of the face, including the jaw, in the belief that micro fractures will heal into a stronger or more defined bone structure.
There is also speculation circulating around that he is funded by Peter Thiel (while Thiel and Epstein were behind the online manosphere agenda, that has gained popularity over the years). A user who ran 4chan at the time claimed he created the /pol/ board (politically incorrect, hub for the alt right/ far right movement) after being contacted by Epstein.
Lines have been blurring. Influence nowadays is no longer just concentrated in Hollywood, TV, or traditional celebrity culture. They gradually come from the digital world, where creators can push beliefs, values, and shape behaviors of millions of the next incoming generation.
