When the devastating wildfires in Los Angeles became a global news story, many people felt sympathy for the victims and the destruction. However, some influencers and social media users saw an opportunity to gain attention by using the wildfires as the backdrop for their photos and videos. This strange trend has sparked a lot of debate and concern.
Selfies Amid Destruction
Some influencers filmed dances and made videos near the wildfire areas, while others posted videos titled “get ready with me while I evacuate” or promoted products during the crisis. This type of behavior isn’t new. People have been known to take selfies in inappropriate places before, like at tragic sites such as Auschwitz or the 9/11 memorial.
In fact, this behavior was also seen during the Maui wildfires in 2023. People posted pictures and videos of the wildfires, which upset the Hawaiian community, as it felt like their personal suffering was being turned into a spectacle for social media likes.
Why Do They Do It?
While this might seem strange to many, there’s a deeper reason behind it. Social media influencers often take pictures or videos not just to capture memories but to maintain their “brand” online. The background of a photo, like the wildfires, can send a message to their audience about the influencer’s lifestyle or emotions. For example, they might want to appear brave, empathetic, or even heroic by sharing their experience of being near such a major disaster.
Some influencers see themselves as the “main character” in every situation, and this includes being the center of attention even during a crisis. It’s about creating content that builds their online presence and impresses their followers.
The Theory Behind It
Sociologist Erving Goffman studied how people present themselves to others, comparing it to actors performing on a stage. He described the online world as a “frontstage” where people act a certain way to please their audience, while their real, everyday life is the “backstage,” often messy and less polished. In today’s world, many performances, or “frontstage” moments, take place online. Influencers sacrifice their real-world surroundings to create perfect images for their followers.
In a crisis, like the LA wildfires, this can seem inappropriate because the focus should be on helping others, not promoting oneself. However, some influencers may not fully understand or feel the seriousness of the situation because they are more focused on managing their image online. This is called “cognitive dissonance,” where people ignore the reality of the world around them to maintain their online persona.
A Growing Problem
As climate change leads to more frequent natural disasters like wildfires, this trend of creating content in crisis areas might become more common. Social media can be a powerful tool during disasters—helping people stay safe, raise funds, or show support. However, it also risks desensitizing people to the real pain and loss behind these images.
While many people taking selfies in front of the wildfires may feel empathy or concern, it’s important to remember that creating content during a disaster can sometimes put the influencer’s online persona before the actual people affected. It’s a complex issue, one that reflects how social media shapes the way we view the world and each other in times of crisis.
