Why angry ‘anti-fans’ turn on the influencers they once loved | Sarah Manavis

Researchers probed posters' motivations on sites like Tattle Life and Guru Gossip - and found something unexpected

We hear a lot these days about young people's infatuation with influencers - obsessive followers who treat social media stars like world-class musicians or decorated actors, as though posting sponsored content for a living conveyed dazzling talent. There are fans who hang on their every word, who travel far and wide to attend meet-and-greets with someone known for dance routines or kooky videos, who come out in the tens of thousands to buy up branded products, and who excitedly repost influencer pregnancy or engagement announcements as though they were about their closest friends.

But we almost never hear about an arguably more dedicated group: their anti-fans. These are the people who unite around a shared hatred of particular social media stars. They post on sites such as Tattle Life, Guru Gossip and Reddit's Blogsnark, which host many forums where anti-fans post biting criticism of influencers' appearance, weight and lifestyle, calling them bad mothers or suggesting their partners have cheated. This rampant cruelty occasionally slips into territory that is actively dangerous, with posters doxing influencers and their families through chillingly crafty sleuthing.

Sarah Manavis is an American writer covering technology, culture, and society

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