Essena O'Neill Perpetuating and Contradicting Neoliberal Economic Principles

Essena O’Neill’s abrupt departure from social media in the fall of 2015 was a shock for many in the sphere of social media celebrities and influencers. For eighteen-year-old Essena however, the departure as well as recaptioning each of her photos to how she was feeling when they were actually being taken was a long time coming for the young social media star. Each photo was carefully manicured in order to meet her brand sponsors specifications as well as taken hundreds of times in order to get the “perfect” photo in her eyes as well as to obtain the largest amount of likes and recognition possible.

           

            Essena O’Neill’s behaviour on social media prior to her quitting each platform was incredibly characteristic of Jose Van Dijk’s Neoliberal Economic Principles, Which are characterized through connectivity being derived through continuous pressure from both peers and technology, this can be seen in O’Neill’s case through brands advertising their products through her Instagram profile. Throughout her use of social media she came to form strategic alliances with brands as well as was approached by another Instagram celebrity to have a fake online relationship, in order to gain more followers and make more money. This pressure to create strategic alliances as well all of her actions online is very characteristic of Van Dijk’s neoliberal economic principles mentioned before, as well as complying with popularity principles, ranking mechanisms, and an ideology of values, hierarchy, competition and a winner take all mind set.

            While O’Neill’s behaviour on social media prior to her leaving emulated the exact qualities of Van Dijk’s Neoliberal Economic Principles that function in social media, her departure was the exact opposite of her behaviour exhibited previously mentioned. Although her intentions are to reject and expose the world of social media when attempting to quit platforms O’Neill found that users and platforms in general stayed with her, she received death threats as well as videos were made trying to “expose” her for quitting as a publicity stunt. This exemplifies the way that social media sticks with users even if they are trying to leave.

           

 O’Neill’s use and departure from social media makes one question if it is possible to use social media without being effected by Van Dijk’s neoliberal economics, is use only affected by these principles when users have high numbers of followers? Or are users who have minimal follower numbers affected as well?

           

References

Kircher, M. M. (2016, November 04). Where Are You, Essena O'Neill? Retrieved December 05, 2016, from http://nymag.com/selectall/2016/11/esenna-oneill-one-year-after-quitting-social-media.htm

O’Neill, E. (2015, November 03) Essena O'Neill - Why I REALLY am quitting social media - (Original Video). Retrieved December 05, 2016, from https://www.youtube.com/watch?v=Xe1Qyks8QEM

Parkinson, H. J. (2015, November 11). Instagram star Essena O'Neill calls out fake social media couples. Retrieved December 05, 2016, from https://www.theguardian.com/media/2015/nov/11/instagram-star-essena-oneill-fake-social-media-couples