The dominance of the Internet and the new digital media imposed different patterns of follow-up, most of which went towards social communication platforms, which today produced a different category of topics and interests, and even the leaders of the virtual scene, who turned to the "stage stars" and "their pioneers" and their most famous influencers at all. . However, as the world entered the dark tunnel of the “Corona” crisis, the phenomenon of “fashions”, celebrities of communication, and “influential social media” clearly receded, many saw him crying and calling into question the motives of this absence, withdrawal and silence, in a difficult period that insists on intervention and mutual efforts to register any A form of moral presence, which, although today relies on a very small number of real "content makers" who have supported official efforts in the fight against "Covid-19", has highlighted the fragility of broad categories of "celebrities" and "influencers" of the social media.

Corona Filter

The media, Diyala Ali, does not hide her clear surprise from the phenomenon of the absence of most social media celebrities from the performance of their role and the positive impact on their followers by providing advice and suggestions to face the "Corona" health crisis, saying: "Everyone has suffered, on the psychological level, from the consequences of this difficult stage, Especially in light of the domestic quarantine that imposed a kind of compulsory isolation on most segments of society, at a time when workers in the media sector were excluded because of the nature of their work and its importance at this difficult stage. ”Banner“ I am one of the lucky ones working in this field that was for me the outlet Which enabled me to play the societal league, either as a media outlet tasked with accomplishing educational television reports and special coverage or as an influence on the social space that puts part of these reports and information on its own page to generalize the benefit to its followers, ”adding in describing the absence of some“ I think the next stage will redefine (the influencers) On these platforms, it will also serve as the new inconsistent filter later to liquidate many transient phenomena on the means of communication, and to sort out who was (active) and (active) during that period who were satisfied (By observing what is happening), and I trust here the intelligence and acumen of the audience and the followers and their ability to be familiar with all these details, of course.

good well

Emirati media director, Munther Al-Muzki, refuses to criticize and point the finger of social media celebrities, in advance of "goodwill" in explaining this absence stemming from the inability of some of them to address these serious scientific issues in facing these crises, in light of their lack of information, describing his experience as an influencer and one The most prominent celebrity of communication by saying: “I am only responsible for the ethics and morals of my children, and I consider that it is my duty when my country is in a crisis to stand beside it and harness all the capabilities and tools that I have, to serve the people and government that opened its treasury in order to protect all members of society.” He added, "For this reason, I do not consider what I did in the (Corona) crisis an achievement worthy of description and thanks. Rather, it is a personal duty and motivation that pushes me towards serving my country, who taught me to fear for all its citizens, residents, and as for the absence of some celebrities of communication, I certainly am not responsible." It is about him, but it is more likely that one of his main reasons is related to the absence of (charisma) applying to some famous personalities to play their societal role in crises, and the absence of conditions of accuracy and knowledge to transmit the correct and reliable information ».

New "digital effect"

Emirati artist and influencer Rawda Al Sayegh considers that the definition of the “digital influence” after the new “Corona” crisis differed greatly compared to the previous stage, which devoted a number of negative societal phenomena related to the focus of some “celebrities” on the material return at the expense of purposeful content, considering that inspiration and presentation The great benefit to the public is the basis for success and continuity, pending its experience as an influential participant in the "Let's Create Together" campaign launched by the Culture and Arts Authority in Dubai through its digital platforms to encourage creators, innovators and actors in the cultural field during the isolation of "Corona", to provide creative products, each in His field of specialization, saying: “I was very happy to present (Sleep Report People O Watan) the artwork she implemented with the technique of photography, and sent an inspiring message titled Our Love and Our Commitment to Protect Our Health (through the image of a young Emirati committed to the muzzle, placing his hand on his heart that embraces the image of Dubai) ", Pointing to" the actions and practices that contributed to inspiring the public and helping it to face the repercussions of the pandemic, such as the experience of doctors and media workers, the unknown soldiers who risked their health to communicate to us the developments, moment by moment. "

Comedy is a model

The comedian and Emirati Hammoud Bambi, the Emirati social media star, asserted that his tendency during the period of domestic isolation was to present comic clips, in which he was a personal bet on breaking the barrier of anxiety and fear, as well as the boredom that struck people as a result of their long stay at home, considering comedy the best method capable of He brought hope and drew a smile, as he put it, according to him. He also pointed to his initiative to provide a number of directions and advice related to ways to follow a healthy lifestyle based on activities and exercises, in which Bambi invested his physical fitness to inspire his followers.

On the accusations leveled against a number of influencers due to their reluctance to play their societal role in the "Corona" crisis, Bambi explained that 90% of the "Fuchenstat" adhere to the precautionary rules and procedures in communicating with their audiences on the communication sites, and this is something that alone can inspire their followers to deal with these. The pandemic that hit everyone with astonishment, shock and the inability to do anything.

An unexpected "shock"

From the point of view of Anas Al-Maree, who specializes in technology and "social media", the absence of the notable celebrities of communication is due primarily to their ineligibility to delve into issues related to the "Corona crisis", explaining, "This category, in my opinion, is not qualified neither to advise nor For guidance, because most of the public relied in the crisis on reliable official information sources. Nevertheless, we witnessed a portion of celebrities and (influencers) initiating the beginning of the crisis by registering their contributions, either by addressing issues related to the medical aspects of the pandemic or discussing some details of daily coexistence with the isolation conditions imposed by the crisis (Corona) ».

At the time Al-Maree explained: “The (Corona) crisis in general constituted a whole new stage for people around the world, as well as for content makers, (influencers), and (celebrities of communication), after it was a sudden, unexpected, real (shock) that shaken the foundations of their existence. (Default) at all levels, whether psychological, social or even (economic), in the absence of most of them having sufficient experience to match the content they provide with the requirements (crises), which will incidentally be a catalyst for many of them to reconsider what they provide and study how (content making) What they put on their pages ».

On the other hand, Al-Marai found that many of them disappeared and withdrew from community participation in the “Corona” crisis naturally. “If we adopt the theory of the natural formation of society, we find that inevitably, the groups that initiate movement in societies are limited to a few, compared to the groups that are satisfied with remote observation and observation. It is natural given the fact that the categories of the influencers, like others, are subjected to an unexpected shock at all. Today they are added to their lack of awareness of the content that is compatible with the moods of people who are worried and worried about the spread of the disease, which no longer accepts entertainment content.

"Diffuse", not "influential"

With a rational view, the psychologist and psychoanalyst Dr. Nader Yaghi analyzes the phenomenon of the absence of some celebrities of communication, saying: “Those we talk about are not (influential) but (diffuse) through the means of communication for no more marketing reasons, and their success in this form is due to economic studies that have a relationship By the behavior of the individual and society, so I therefore think that their downfall is imminent, in conjunction with the fall of some major companies and their profits decline significantly due to the global repercussions of the crisis (Corona). ”As for“ fame ”, it does not mean“ knowledge, ”and this is why many of the“ spreaders ”fell through These social means are in the ignorance and some of them do not differentiate between the "bacteria" (corona) and the "virus" (corona), so some of them have withdrawn issues of rumors and false information in a number of Arab countries from the cyberspace. While some others have left to record video clips from the "kitchen" or set up "dialogue" sessions on the "Live" feature, it is of no use except for free chatter, which was confirmed by the poor viewing rates recorded by many of them.

- As the world entered the "Corona" crisis, the phenomenon of "fashions" and celebrities of communication clearly receded.

- Very few "content makers" supported official efforts to combat "Covid-19"

Follow our latest local and sports news and the latest political and economic developments via Google news