Internet bundle of joy

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The youngest of the Kardashian clan, Kylie, has had a baby at age 20 on February 1st. This probably hardly comes as news to you. Three days after the birth, a film made by the illustrious stranger Tyler Ross was released on mass media and had been viewed 18m times within 2 hours of its publication on Instagram.
This video is the inception of the abyss the Internet has fallen into: Kylie’s friend, talking to the camera (and incidentally Kylie) whilst holding another camera in one hand and her phone in the other, draws on how Kylie found out, supposedly in secret but now on live TV, that she was pregnant.

ABC/Image group

Then follows a bunch of stretched Botox-infused faces commenting on how having a baby had been Kylie’s dream since she was 15. She was apparently born to be a mom. What about that cosmetic venture she had the boundless audacity to launch? Wasn’t that a vocational, hard-won, genuine and fair business success? Another set of ministerial worries is also raised: what if the baby doesn’t like make-up?

But so much for hating. It is a secret to no one that the Kardashians have built a billion-dollar empire on which Kylie is, given the size of her bottom, relatively comfortably sat. And the video, as always, displays the marketing genius that characterises this family: just like a drug, the wait and quietness on social media from miss Jenner was all of a sudden replaced by a carefully crafted, dense shot of planned intrusion into every detail of the fabulous pregnancy, satisfying all the fans’ cravings. It is pointless to denounce the Kardashians’ lives and models, as they embody what millions have dreamed of and have loved watching on TV for over 10 years. What strikes me, however, is how little these powerful (and ever so empowered) girls do for contemporary feminism. They have the largest platform on the internet, and not just general media. Yet, when Uma Thurman has on the same day the braveness to denounce Tarantino’s manipulative behaviour on the set of Kill Bill, it seems a little odd that this clique of walking money trees is worried about whether the poor baby girl (or so to speak) will like make up or not. Have we made all this effort for nothing? As foolish as contemplating such a possibility is, I cannot help but feel a sense of hopelessness and despair.

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