Opinion | Over 127 Million Rats Run This Maze

by Carlos Soto-Angulo

There are over one hundred and twenty-seven million content creators currently active across all social media platforms, polluting our brains with useless sludge. 

A lonely and isolated teenager sits in their utterly dark room, illuminated by one thing, which seems obvious at this point. With every swipe, a new voice enters the conversation, offering advice on what to wear, how to think and who to be. In an age where a viral post can potentially spark a movement, so-called “influencers” can serve as cultural architects. Here’s the thing: it’s all fake.

Unsurprisingly, not all influencers promote empowerment. A project and study by Dove, appropriately titled the “Self-Esteem Project,” found that a whopping 80 percent of teenage girls distort their appearance online due to social media beauty standards. And that’s the thing, Instagram and TikTok are flooded with highly processed and blatantly fake images and trends that glorify an unattainable level of beauty and perfection. While marketed as self-improvement, these trends often leave teenagers feeling like they’re falling short, all for a few likes, comments and reposts. 

The darker side of influencer culture doesn’t exactly fit the “beauty standard” itself, spreading toxic ideologies and misinformation. Figures like Andrew Tate have amassed millions of followers by spreading messages that normalize misogyny and toxic masculinity, radicalizing young men to the point of violence. And the data shows just that. A report done by the BBC shows a 37 percent increase in violence against women and girls in the last seven years, with one in 20 men being perpetrators. In fact, police found an alarming and increasing number of these men were all supporters and fans of the aforementioned Andrew Tate. 

Social media critics argue that influencers are nothing more than digital salespeople, prioritizing profit over authenticity, and guess what? They have a point. The Federal Trade Commission has cracked down on undisclosed sponsorships, as many influencers push projects disguised as personal recommendations. Teens often don’t realize they’re being marketed to, making them the easiest target for consumerism shrouded as lifestyle advice. 

Now, dismissing influencers rejects the notion that there is a chance for positive change. Why, you may ask, and the answer lies in the word commonly associated with these new-wave content creators: influence. Beyond shopping, these individuals shape mindsets. Take Emma Chamberlain, for example, whose raw, unfiltered content disrupted an era of perfection on social media, making self-acceptance a trend. Now put Emma Chamberlain back, she’s not the it person anymore. Financial influencers like Tori Dunlap introduce young audiences–primarily women–to concepts of investing and financial independence, topics rarely even discussed in school. Even on issues like mental health and activism, creators like Dr. Courtney provide accessible, digestible guidance, proving that influence can be a force for good. 

Let’s be honest, social media is a giant maze, and influencers are the rats scurrying through it, chasing trend after trend after trend. Some lead their followers to the end, others simply run in circles, creating echo chambers and bigotry. The key isn’t to eliminate the rats, but to teach the next generation to read the maze. Fast.