Fake Famous, le nouveau documentaire disponible sur HBO, fait une immersion dans le monde des réseaux sociaux en lançant le pari de rendre n’importe qui célèbre, à renfort de followers et commentaires Instagram. Plongez dans l’industrie des influenceurs.
Comment être influenceur ?
A travers son documentaire, présenté comme une « expérience sociale irréelle » le journaliste Nick Bilton aborde les phénomènes de réseaux sociaux et met en place une immense fraude pour démontrer le caractère superficiel de ce milieu.
L’expérience commence par la sélection des trois jeunes, à Los Angeles, qui ont relativement peu d’abonnés sur les réseaux sociaux. L’objectif ? Les transformer en influenceurs célèbres à l’issu de l’expérience en ayant recours à plusieurs supercheries : acheter des abonnés, recourir à des bots pour commenter les photos.
Au fur et à mesure que leurs fausses communautés augmentent, ces trois jeunes vont découvrir les hauts et les bas de ce mode de vie atypique.
Fake Famous, une critique de l’industrie de l’influence
Pour mener à bien cette transformation, les trois protagonistes vont être accompagnés d’une équipe qui mettront en scène leur vie de rêve sur Instagram. Une cuvette de WC et un écran plasma simulent parfaitement le hublot d’un avion, une piscine en plastique remplie de pétales de fleur se convertit en un spa chic.
Le documentaire cherche à démonter ce monde fait d’apparences et de mise en scène. Chacune de ces trois histoires cherche à retracer comment un influenceur peut se créer une vie de toute pièce. Nous suivons notamment Dominique, une jeune actrice en devenir, se convertir en seulement quelques jours en influenceur avec quelques dizaines de milliers d’abonnés, seulement en changeant sa coupe de cheveux et en utilisant des localisations fausses.
Fake Famous questionne également les conséquences de cette fausse célébrité digitale au fur et à mesure que les candidats gèrent de façon totalement différente cette nouvelle popularité.
Les marques tombent dans le panneau
Grâce à quelques séances photos et nouveaux abonnés, les marques repèrent rapidement les trois nouveaux influenceurs et leur propose des collaborations. En échange d’une mention sur les réseaux sociaux les marques proposent des sommes mirobolantes et des cadeaux somptueux.
Bien sûr, ces nouveaux influenceurs doivent travailler d’arrache-pied pour garder leur communauté, et suivre les exigences de ce nouveau job. L’actrice Dominique Druckman a désormais atteint les 340 000 abonnés, et est l’ambassadrice d’un club de sport, tourne dans des spots publicitaires et les directeurs de casting lui tendent les bras. De belles opportunités qui ont été acquis par les fausses apparences des réseaux sociaux.
En se plongeant dans les coulisses du monde des influenceurs, « Fake Famous » révèle notre obsession pour le nombre de likes, de nos abonnés et de nos favoris, et combien notre monde digital est bien plus fabriqué que nous ne pouvons l’imaginer : l’émergence des influenceurs virtuels en est la preuve.
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