Iâve been thinking about Louis Tomlinsonâs baby drama, particularly about its media presence. Even hardcore Louis stans admit that Louis isnât that famous. Heâs barely B-list. The only reason why there would be so much media attention is because of the particular brand of drama (scandal) this is paired with the timing (during a lack of band activity.)
To understand how this works, one must understand the big picture. The really big picture (not too big, but big enough to really see how this works.) I made a crap graphic of how the media machine works on a large basis and Iâll break it down accordingly.
THE MEDIA MACHINE
This is the basic Media Machine:
Black Arrows = Standard connections
Green Arrows = Paid connections
Red Arrows = Shady connections
The Star is the center of attention. Their connection is to their Fans (purple people.) However, that connection is largely filtered through many different parties due to image, civility, safety, and contractual obligation. So, the Star has a PR and Management team (the pencil.) These are the Starâs âPeople.â They make sure content about the Star is given to media outlets (the pink âNewsâ mag) in a way that coincides with the image the Star wants or has to have (it all depends on contracts and agreements as well as what the star does, and how much money and power they have.)
The Star can connect directly with their Fans via Social Media (the blue bird), however that, too, can be managed by their PR and Management teams, usually for the same sake as they do when mediating information between the Star and the Media.
Via Social Media and ânewsâ media, the Fans are given content about their Star. This is a product of the Entertainment Age mixing with the Information Age. More information can be accessed faster and easier than it was for bands like Backstreet Boys and NSYNC in their prime.
Paps and insiders get paid by media outlets for information, pictures, video, and audio. Sometimes, if the Star is in need of a boost of publicity to be more present in the public eye, the Star or their âPeopleâ reach out to paps and insiders in order to give or produce new content to give to media outlets to present to Fans. But there is a reason for all of that: money. Money for all.
CONSUME THE PRODUCT
I wonât get into my universal theory of consumption, because that would be going too big (and Iâd be here for days explaining why that affects the success and destruction of whole civilizations, not just the careers of celebrities.) However, itâs consumption and the media machine that drives Louisâ drama. And even if someone else built the drama, itâs the consumers who fuel it.
One Direction are a product. One need only separate themselves from their feelings and biases for a moment to really conceive that One Direction is a thing to be consumed. Thatâs true of all entertainers. They, themselves, become the product. Thatâs the difference between entertainers and creators. Creators make the thing to be consumed and itâs taken from them by consumers in exchange for money. Entertainers become the product and exchange themselves to consumers via time, attention, presence, and demand.
Demand is the key word here. Without a demand for the entertainer, the Star, they no longer become a product worth selling. For singers, that means they loose airtime, their records are marked down, they drop in sales, and their name and presence arenât enough to break even with media sources and their consumer goals.
In short, if the Star is âhotâ, theyâre of worth. If theyâre ânotâ, then they drop out of the media machine and arenât seen or heard from until they garner public interest again.
In the case of Louis Tomlinson, the announcement of his first born-to-be stirred the One Direction fandom into a frenzy. Directioners of all form have proven how dedicated they are and at what lengths theyâre willing to go for the sake of the boys. Directioners have surpassed the zeal, obsession, and dedication of previous boybands and similar acts, which is what makes them so unique and valuable. So, a baby announcement is big news and itâs a lengthy process (incubation and all that), so media outlets can use that to meet (and surpass) their consumer goals.
Anything written and published about the boys draws Directioners like bees to honey. It doesnât matter what it is: Report it and they will come.
Understanding the product and consumer nature of this whole thing, one must think about everything from a business perspective.
Being One Direction is their job. That basically entails: recording music, doing interviews, performing at shows, and customer service (interacting with fans at signings, taking pictures, etc.) One Direction has made it very clear that they, as a unit, wouldnât be a success without their fans. Which is true. From the very beginning, their fans made them successful. Most people who enjoy an artist are also very critical of said artist in which the collective opinion of the artistâs work shows in record sales and media outlets (aka âDo people even want to hear about this person?â) Directioners, though, again, are dedicated. Despite any faults, Directioners foresee themselves supporting the product theyâre consuming for a very long time.
It begs the question as to how long, though. With fans ranging from 9-42, will they be crooning What Makes You Beautiful into their 30s? 40s? 50s? Madonna is 57 and still touring, but with music that has always had a certain level of maturity to last through the ages. If a person brings their 9-year-old to a Madonna show, thatâs to their own discretion knowing that there will be adult themes at the show as Madonna and her fans are mostly adults. Then again, Madonna and One Direction (while both pop) are vastly different in other ways. Maybe Live While Weâre Young still works for mid-life?
If thatâs the case, One Direction will never be out of work and theyâll always be part of the media machine primarily as they have been. Itâs going around that theyâre getting new management as a band, but the formula wonât change much because itâs worked for them thus far. Do Directioners expect them to really write and record music that the boys themselves are interested in and want to make (see ex-member Zaynâs Pillowtalk and Liams âsong for funâ, which got a mix response from fans)? How different can their sound become before fans become uncomfortable? After all, they are a product and most consumers donât like when their favorite product changes too much (if at all.) Yes, Made in the AM is more mature than Up All Night, but itâs still within the boundaries of the sound and image they are contracted to make: a fun group of young lads who sing about the girls they like. Itâs full of youth and energy, much like their consumers, which isnât bad, but it isnât forever.
They are extremely aware of their fans, so they are careful with how they present themselves. They want to do their jobs and give the people what they want. Even, at times, at the expense of their own privacy.
Iâve posted about Louisâ baby situation and how he is being presented. There are many theories as to why itâs happening, but the bottom line is that itâs happening. To the world, Louis Tomlinson is a father to an infant boy named Freddie Tomlinson. Iâve talked about how there not being a baby after the narrative pointing to the existence of a baby would be ridiculous. Drama isnât dispelled with more drama. Worse drama, even. That doesnât fix anything, thus it doesnât make sense for there not to be a baby (otherwise there would have been an abortion.) Not long after did pictures of the infant finally break out on the net.
The delay in the ultimate introduction of the baby still implies that something is being hidden. Louis is a product after all (yes, heâs a person, but again, from a business perspective...) So, like any other celebrity, he would share this experience with the fans. He announced it to them when Briana got pregnant, so theyâve been waiting to hear about it for months. A delay denotes hesitancy, so there most likely has been (or will be) a paternity test. As far as what âsourcesâ are saying about what Briana and Louis think and feel about the situation, it would indeed be more solid to hear from them directly, but again...heâs part of the media machine. If fans want to learn intimate details about their favs, it seems like it has to go through a series of channels first so that everyone profits. Itâs a job, after all.
If One Direction were to not garner such public attention, theyâd drop from the media machine (at least actively) and media sources would stop reporting on everything they do. However, thatâs bad news for the product. They lose value and the road to ruin paved by many a-boyband before them lay ahead.
FANDOM
Iâve only taken a keen notice of One Direction since mid December 2015. I brought in the new year gorging on content of all forms from their X-Factor days up until now. Iâve explored the casual and encountered the Darkest Lands of the Larries there are (âWhat is the rainbow bear?â Must I break my neck like Niall to prove that point?)
However, Iâm not as emotionally invested as many are in this fandom, like those who have been here for years. Iâm an Occamâs Razor kind of person, so I donât sit well with loads of theories that are presented with evidence one can only squint and speculate about. I like hard facts and the only hard fact that I know is that One Direction is and will always be a product to be consumed. Itâs a job that must be done. Yes, there are loads of experiences and good times as a result, but thatâs part of the product, thatâs why people pay money, pay attention, promote, and obsess. One Direction are fun and entertaining.
However, I draw the line at coming to conclusive beliefs about their personal ânon-workâ lives without hard proof and facts.Â
For example, I have a pretty good âgaydarâ (though even thatâs not a proper tool to use on people as it is open to error and itâs basically unconscious or conscious stereotyping via pattern recognition.) My âgaydarâ is rarely wrong, and itâs went off for three members of One Direction from the very beginning in which I started paying attention to them.
However, I canât prove these members are anything but straight without as much hard evidence to combat the straightness which they have presented, whether that be true or not. I battle in hard evidence, much like a judiciary. My gaydar tells me that Harry isnât straight, but until I see him sucking face with another guy, I canât state it as a fact. Itâs just a âsenseâ I get. My gaydar swears up and down Louis is gay, despite all evidence to the contrary, but until I see combating evidence just as strong (or, I donât know, any of them happens to come out), then I canât make any claims as fact.
I do believe people shouldnât be assumed straight until proven otherwise, but that goes for non-straightness as well. Just as I did with Ellen Page, Kristen Stewart, Andreja Pejic, Shane Dawson, Charlie Carver, Colton Haynes (though heâs trying to go glass closet, so, meh), I will wait until they come out as whatever they are (or not) and my âsenseâ for them is either proven right or wrong.
I am seeing many people in the fandom get so emotionally invested in the personal lives of these boys (even more than their music) that they begin to suffer from health and mental issues, and thatâs not good. People get so invested that they begin to expect very specific things from these boys on a timeline or at specific dates and are crushed when it doesnât happen. Speculation and skepticism isnât bad, but hard expectation of another person who is out of oneâs control is always setting oneself up for failure; thus primed for disappointment time and time again. Despite everything observed, one really canât know the full picture, because only each individual member of One Direction knows what they themselves are thinking and where it is they see themselves in ten years time because those things arenât shared with the media machine. Those things are private (mostly because theyâre still developing.) To claim that anyone outside of even their management team does is to only take what little a fan knows and what little theyâve been shown and to form hard facts on that alone. Itâs not the complete picture, so the conjectures and beliefs will be off or completely wrong because they are based on a skewed perspective.
Even the most outlandish ideas in scientific history had to be proven by hard evidence before they became a fact. Like the First Law of Gravity, which Isaac Newton first stated the idea of, and then he went about proving it with irrefutable evidence. No ifs, ands, or buts about it. No one could prove him wrong or claim his evidence was anything but hard, observable, testable fact.
As a person in the LGBTQIA+ community and a person who does enjoy these boys, I would appreciate it if one (or all three of the members who my gaydar went off for) were revealed to also be part of the community, bringing representation to a field that still marginalizes and oppressed people like me. However, Iâll wait until I have the hard proof to claim itâs legit. None of the drama, at this point, is worth my consumption. The articles and the rumors...nah. Theyâre all adults. They can handle their own lives without my input. Iâll listen to MITAM, wish them a happy hiatus, and see them whenever and if ever they do anything solo during the time being.Â