Every now and then, something extraordinary happens that reveals how flawed our current system is and how far behind we are in terms of fixing it. Sometimes, it’s tragic. Sometimes, it’s frustrating. In rare cases, it’s hilarious, albeit in a distressing way. Personally, I find those cases most revealing.
Recently, there was one notable instance that included one of the most reviled fictional characters of the past 20 years. No, I’m not talking about King Joffrey or Ramsay Bolton. I’m talking about Jar Jar Binks. If you’re a “Star Wars” fan, then that name likely inspires all sorts of anger, dread, and distress.
Jar Jar is both a joke and a cautionary tale. Aside from proving that George Lucas has no business directing another “Star Wars,” he demonstrates just how wrong an attempt at comedic relief can go. While he wasn’t the only problem with the prequels, he augmented the flaws. On top of being annoying, incoherent, and incompetent most of the time, he was a major symptom of a much larger disease.
Once again, everything that makes Jar Jar such a pariah in the cultural landscape has exposed another disease in a place that’s not far, far away. For reasons that many found confusing and confounding, Jar Jar started trending on Twitter. While there was a someone legitimate reason for this, it was indirect and unintentional. There was no concerted effort to get him trending. It wasn’t even part of any elaborate trolling.
The fact that it took a while to explain why this infamous character was trending says more about social media than it does about Jar Jar. There’s no question that social media has changed the media landscape in ways that cannot be overstated. We current live in a world where companies invest a great deal of time and resources into making their presence on social media unique. Some definitely do it better than others.
At the same time, social media has not always had a positive effect on the world and its users. There have been plenty of cases where social media has been used to brutally harass people and spread blatant lies. There are even some cases in which social media played a role in directing real harm to innocent people. The dangers are there and well-documented.
Most people with an internet connection know those dangers are there. Many see it as the cost of doing business for a technology that has an uncanny ability to connect people. I certainly pay that cost, given my own presence on social media. However, what just happened with Jar Jar on Twitter demonstrated that the cost might have hidden fees in the fine print.
Remember, there was no concerted effort to get Jar Jar trending. Even after he did, nobody could figure out why he was trending. On top of that, the fact that nobody could figure it out only got people more curious, which made him trend even more. It was a self-reinforcing cycle that was funny in some respects, but distressing in many others.
It’s somewhat similar to what happens with people who are famous just for being famous and little more. This unfortunate, but inescapable aspect of celebrity culture rarely creates people who garner respect or admiration. If anything, they foster cynicism and disconnection from the culture. That kind of fame just feels so random, unearned, and empty. Thanks to Jar Jar, we now know social media trends can do the same.
Things can trend for no discernible reason. Matters that nobody even wants to get trending can garner unexpected and often unwanted attention. Thanks to the mechanisms of social media, the mystery behind why something trends can make it trend even more. While that’s going on, legitimate issues that warrant attention can slip under the radar.
Human beings only have so much attention to give. When something like Jar Jar trends for no discernible reason, a non-significant chunk of our collective attention is redirected. It would be one thing if it were just some masterfully act of trolling, but this is something we do to ourselves collective. That means we have no one to blame but ourselves when something like Jar Jar trends.
We’re the ones who make and share these hashtags. The social media companies are just tools and businesses. Like many companies, they’ll engage in plenty of shady activities. They’ll do whatever they think will make them more money. At the end of the day, though, we’re still the consumers who shape social media.
That should be cause for concern because this isn’t vapid celebrity culture we’re dealing with. The things that trend on social media have real-world consequences. Companies have suffered significant harm. Lives of non-celebrity people have been ruined. A random person who becomes famous for no reason rarely causes actual harm to anyone. Social media trends can do so much more.
In some cases, it can cause a great deal of good. If the right thing gets trending, it can rally people to a worthy cause. It can also inform the public of a serious issue. It can even turn real-world tragedies into a powerful force for good. Personally, I think this good overshadows the bad, but when I see Jar Jar trending, I can’t deny that there’s a flaw in this system.
Is there a fix? I believe there is, but I don’t believe it’s as simple as companies tweaking their rules or insulting people who share hash tags. Jar Jar may have been a source of frustration in the early 2000s, but he’s only relevant in 2019 because we make him relevant. It’s not him. It’s not George Lucas. This is all us.
I believe we’re better than that. Despite all the awful things I’ve seen trending on Twitter and Facebook, I see far more positives that warrant far greater attention. Jar Jar might be a symptom, but I take comfort in the fact that he’s a symptom that often burns out quickly. When something is empty, people get bored of it much easier and nobody should ever underestimate the power of boredom.
In the grand scheme of things, Jar Jar trending for no reason isn’t necessarily a setback. It’s just a sign that we, as a tech-savvy society, have a long way to go with respect to managing social media. In an imperfect world, dumb things will trend for dumb reasons. However, when something like Jar Jar starts trending, that’s a sign that we have plenty of room for improvement.
Jack Fisher's Official Publishing Blog 