The Right Opinion: The Rise Of Emma Chamberlain - Did She Become Everything She Hated? | TRO
I first heard about Emma Chamberlain when a friend mentioned her to me in passing, told me that it would make a good video and there was a lot of content to discuss. I encountered here again when I was making my Beauty Community video, I was doing research of people who were involved in it, and she came up, now I didn’t include her in that video because I didn’t really consider herself necessarily part of that community, but she was working with individuals like James Charles and so I stumbled into her, I knew that there were a lot of videos being made, and I was like, alright, well she looks like a fairly regular lass, you know, whatever floats her boat.
There were more videos, and more videos, and I didn’t know what was happening, but now I finally had a bit more time freed up, I decided to look into it because now, with a bit of research I can fairly affirmatively say that this is a very interesting case. So, Emma Chamberlain is a 17 year old Vlogger, which you know is incredibly depressing but hey who cares, definitely not me, I don’t care. *Sigh*
Anyhow, she started her vlogging channel last year, and vlogging is an incredibly saturated genre, I’ve had friends who tried vlogging and it didn’t work out for them, mainly because I think it’s so hard to define yourself with something that like 99% of other people have, the only thing is that I do receive the impression that a lot of people enjoy vlogging, which probably explains the numerous creators, I mean, in a way, if I could do something like that, I probably would, one day, my friends, The Vlogging Opinion will I’m sure be a reality…
But Emma Chamberlain isn’t just any vlogger, in fact, many have branded her the anti-vlogger, and I think that’s a really interesting way to describe her, you see, her brand is definitely unique, and it’s clear why her ascension to the top of the US-first totem pole was so rapid, she has this very sardonic tone that doesn’t really fit in with the normal US-first vibes.
There has been this narrative drummed up recently that many creators themselves have fallen out of touch with the desires of their viewers, I’ve heard it increasingly of recent, and honestly, on one hand it’s a sentiment I agree with, particularly with that in the vlogging industry, but on the flipside I also feel part of that change has been undertaken by the audience, the shift in general sentiment, rather than the creators necessarily, that’s just made their ploys more transparent, on one hand, fame definitely pushes people out of sphere, but I think people are just increasingly aware of it. Emma Chamberlain definitely plays into that self-awareness, with the sort of snark and sass definitely needed, and we’ll explore the success very soon, but it does have its flaws.
And in the last few months, as noted Emma Chamberlain’s been in a bit of hot water, drama, after drama, after drama, firsty for a merchandising situation, and then for behaviours that show a double standard that didn’t match the attitude of her old content. This in a way, goes hand in hand, with a lot of the rise of commentary on these creators, we’ve definitely become more critical towards the vlogging community, this is for better, and for worse, as documented in my previous videos, on one hand it pushes the community for higher standards, on the other hand I think sometimes the criticism can lean into unreasonable territories, and at the end of the day it’s important that we, as creators have some sort of gauge on our own criticism.
I’ve often clashed with fellow creators over the notion of criticising our peers, because in many ways, a cohesive community is a functional one, and doing that is often seen as burning bridges, but at The Right Opinion, we always come equipped with a molotov cocktail, so cheers to that. There will be sometimes when I agree, sometimes when I don’t. Today we participate in that exercise of critical thinking because Emma Chamberlain has been the subject of extensive criticism, that itself should be brought into the light and scrutinised, just like Emma Chamberlain has been.
Jan 27, 2019