In a time of influencers squeezing money from their fans, live streamers put them to shame. After the live screening of “People’s Republic of Desire” (2018) I’ve realised that maybe I’m in the minority as a fan…
Right off the bat I was taken back by the interaction that take place on the social network YY.com, although technically it is not that different from Twitch. Through virtual tip jars fans can donate to their favourite streamer, earning China’s live-stream market at least $3 billion in 2016.
Yet “People’s Republic of Desire” proved the lengths fan’s were willing to go to just demonstrate their loyalty and feel noticed. Fan’s that were pictured in the documentary could be earning around $400 a month, working low-paying jobs and sleeping in a room with 6 other people, yet they were still happy to donate what little they did earn to their idols.
This made me question, was I the only one who had never “donated” to an online personality? Yet many of my class mates shared the same experience.
Each and every encounter mediated by the digital carries with it a functional exchange, certainly, yet at the same time, each transaction implies certain ‘relations of participation’ that remediate social relationships for the digital age.
Athique 2013
While buying merchandise is still participating in the ‘age of transactions’, I am only able to justify an online transaction if I feel the exchange is of value to me. For instance receiving clothing, exclusive content or tickets to events seems worth my money, but personally trying to buy the attention of an idol who may simply look the other way I cannot justify.
Don’t get me wrong, donating to streamers is not exclusive to Asia. Popular streamers like Ninja can earn $423,000 per month just from twitch subscriber donations, so clearly I could be apart of the minority who do not donate.
It’s common for Instagram influencers to push products down their fans throat, simply because they are being sponsored by a brand or have an affiliation link, and no one bats an eye. So by allowing fans to donate directly to their idols they’re skipping the middle man, scams and anything that makes them disingenuous or deceptive.
Monetizing these interactions is the new normal in the age of transactions, and if you love watching a streamer’s content then what better way to show your appreciation then through a monetary exchange. “People’s Republic of Desire” is proof of the age of transactions, fans feel a sense of loyalty and dedication not only to their idol but also the audience they attract, so they treat it as a commodity.
Bees and Bells 