Why Does Kim Kardashian’s Return to Social Media Matter to Us?
We’ve been waiting for Kim’s re-emergence since, like, forever. It felt all weird and inappropriate to want her to end the blackout and post again on social media so badly. Preferably Instagram. Or did it?
Kim Kardashian’s talent for over sharing her adventures in the fashion, beauty, lifestyle and sexy selfies categories made her Forbes’s top-earning mobile mogul of 2016. Business was booming last year and everything was all good until that horrible night in Paris when Kim was held up at gunpoint in her hotel room. The thieves walked away with valuable jewels (including Kim’s recently upgraded engagement ring from husband Kanye West) worth about $10million. She was shaken up after being bound and gagged. During the incident, Kim feared for her life, which was spared, but still changed forever. Respectfully, the public backed off and gave her due privacy (as best as we could). I think we all assumed and accepted that Kim’s experience would impact her always-on social media presence. The haters argued that her over-exposure made her an easily tracked target for the Paris heist.
Finally. After three months of radio silence, the reality star re-emerged amidst divorce rumors, but she dispelled them with images and videos of her family. The always strategic Kardashian once again gave us what we had been waiting for: her. Millions of fans and just about every media outlet out there are eating up the “new” Kim Kardashian visible in her vintage filtered family photos, her Cher-inspired long hair and her significantly understated appearance.
But why do we care so much about Kim’s return to social media?
Such a loaded question. The obvious answer is that Kim’s brand was built with the intention of serving her “fans” everything about her life instead of occasionally surfacing on press junkets and red carpets like icons before her. Her fans cling to her and her family’s every move — what they wear, who they’re hanging out with and anything else they offer us via their reality show, personal apps, numerous endorsements and social media channels. Is it possible that her fans could be reconditioned to engage with the Kim Kardashian brand through different avenues other than social media?
Our obsession with all things Kim Kardashian is likely to continue no matter what painful human experiences she goes through. When Kim Kardashian turned her life into the real-life “Truman Show,” disruption on any channel (in this case, social media) was like TV static and we just wanted the interruption to fade away so we could continue watching the show. The good, the bad, the ugly, the unbearable and even the uncomfortable — we want it all from Kim. I’m not sure if that’s fair to her, but I am certain Kim Kardashian will find a way protect herself *and* continue over sharing exactly the way we need her to.
Photos via Kim Kardashian's Instagram