NPC livestreams expose the commodification of the self

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Fast Company Brasil | 20 March, 2024

A person dressed and made up as a caricatured character turns on their phone camera and goes live on TikTok. Instead of the unscripted speech and spontaneous reactions typical of livestreams, this user chooses to repeat only the same short catchphrases in a childlike voice.

“In the end, a small share managed to earn thousands of dollars. The base of the pyramid humiliated itself in NPC livestreams to earn 60 cents,” says Thiago Cavalcante, CEO of Inflr, an agency that connects brands with influencers.

The expectation of getting rich is part of the “dream” of being a content creator. According to an Inflr survey, 75% of young Brazilians want to be digital influencers. In the search for upward social mobility, digital content seems like a path with less friction for many to gain the voice and space they want.

Read the full article at: NPC livestreams expose the commodification of the self

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