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Fandom rules social media's cultural landscape in 2024

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Fandom rules social media's cultural landscape in 2024

Fans transformed Kenrick Lamar and Drake’s already very public spat into an even bigger social media phenomenon.

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The biggest trend in culture on social media in 2024 can be summed up with one word: Fans.

Major broadcasting networks and mainstream media, and in more recent years streaming companies, have had near-total control over entertainment habits. But now it’s the fans who are making an outsize impact on what Americans listen to, play, read and watch — through social media.

The new end-of-year reports released by social media companies including YouTube, TikTok and Spotify point to this overarching trend — Instagram did not produce a trends report this year.

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“When I look at these reports, I am struck by how much fan activity and fan-ish consumption and engagement is at the core of social media,” said Abigail De Kosnik, an associate professor at the University of California, Berkeley who studies social media and fandoms. “All of these platforms are basically touting how much they were able to host creatives that could attract and inspire large fandoms, and how proud they were that so many fans are participating in liking, commenting, sharing and buying from these creative influencers.”

Making big cultural moments even bigger

One way in which fans exerted an outsized influence on culture in 2024 was through their “participation” in the ongoing controversy between Kendrick Lamar and Drake.

The hip-hop stars’ mutual accusations of domestic abuse, fathering illegitimate children etc. existed independently of social media, largely through the exchanging of diss tracks — attacking each other through songs.

But the spat was hugely amplified by fans dissecting every beat of it on Spotify podcasts and TikTok and YouTube videos, and through making their own related content.

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In one animated short from May, for instance, a cartoon Kendrick Lamar confronts a cartoon Drake about hiding a child he fathered. The Japanese-language video racked up nearly 2.5 million views on YouTube, and 3 million on X. All of this fan-created content seems to have increased the fan bases of both Kendrick Lamar and Drake.

“The moment turned into this global phenomenon because of the many ways that fans engaged with it,” said Gina Shalavi, a senior marketing manager at YouTube who leads the company’s culture and trends team. “They were creating content in the form of animations and reactions. And it actually got to a point where the artists were not only uploading their music directly to YouTube, but Kendrick Lamar even allowed reactors to monetize their content.”

From social media to full-fledged franchises

Fans also helped to transform native web content into full-fledged media franchises.

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In the case of The Amazing Digital Circus, a satirical indie animated web series for adults about a bunch of humans trapped in a virtual world, fans not only caused the show to become a social media hit in the space of just a few weeks, but also responded to each episode with a deluge of fan-created content including tribute videos, online commentary, new storylines and art. And then Netflix picked the series up for streaming.

“The fandom around the thing is just as important, if not maybe even more important, as the thing itself,” said Shalavi. “We saw 25 billion views of videos related to The Amazing Digital Circus. And this is not including viewership of the actual episodes themselves.”

The dark side of social media fandom

Not all of this “sideshow” content is positive.

The social media landscape also includes obscene videos related to the animated series The Amazing Digital Circus and bootleg merchandise on e-commerce sites such as Amazon.com such as unauthorized toys based on its characters. 

UC Berkeley’s De Kosnik said the social media companies’ end-of-year trend reports completely failed to address the more questionable trends within fandom — whether that’s offensive content or political disinformation.

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“The reports are really sort of like, ‘there’s nothing wrong with social media and it’s all great, because it’s all about fostering love and admiration and affection and laughter,” said De Kosnik, noting that even the reports’ design schemes convey this unmitigated positivity through bright colors and chunky graphics. “It would be ethical for these companies to reckon with the challenges that everybody knows are happening through social media.”

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‘How to Rule the World’ explores education and power at Stanford University

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‘How to Rule the World’ explores education and power at Stanford University

Students walk on the Stanford University campus on March 14, 2019, in Stanford, Calif.

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When Theo Baker arrived at Stanford University a few years ago, he joined the student newspaper, following the path of his journalist parents, Peter Baker, a White House correspondent for The New York Times, and Susan Glasser, a writer for The New Yorker.

Through his reporting as a student journalist, he eventually broke a story about manipulated data in Stanford President Marc Tessier-Lavigne’s neuroscience research that helped lead to the university president’s resignation.

Theo Baker’s book, How to Rule the World: An Education in Power at Stanford University was released May 19. In it, Baker describes Stanford as a place where proximity to Silicon Valley gives rise to a parallel system of influence, recruitment and money, with investors looking to identify promising students almost as soon as they arrive on campus.

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He told Morning Edition host Steve Inskeep there was “a sort of Stanford inside Stanford,” where elite students are drawn into an “alternate reality” of excess and access to cut corners.

In the interview, he discusses how Stanford is not just a university but also a pipeline where status and power can matter as much as ideas.

We reached out to Stanford University for comment and have not heard back.

Listen to the interview by clicking play on the blue box above.

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OTB Takes Full Control of Viktor & Rolf

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OTB Takes Full Control of Viktor & Rolf
The Italian fashion group behind Diesel and Maison Margiela is taking full ownership of the avant-garde haute couture house, acquiring the remaining 30 percent it didn’t already own. Founders Viktor Horsting and Rolf Snoeren remain creative directors.
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How having zero points in tennis — or ‘love’ — came to sound so sweet

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How having zero points in tennis — or ‘love’ — came to sound so sweet

The scoreboard shows the results of the women’s singles final match between Iga Swiatek of Poland and Amanda Anisimova of the U.S. at the Wimbledon Tennis Championships in London, Saturday, July 12, 2025.

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Fifteen points in tennis? Nice. Thirty, 40 — even better. Advantage — that sounds good. “Love” — that also must be great, right? Well, not quite.

As the French Open rolls on and Serena Williams has announced her return to the sport, maybe you’ve been paying a little more attention to tennis. The sport’s scoring system is notably distinct, and can sometimes be hard to grasp for newcomers. But even tennis aficionados might not know why, or how, “love” became the unmistakable callout for zero points. For this installment of NPR’s Word of the Week, we’re exploring how a word that signifies trailing behind got such a sweet name.

“Love” comes from the heart — or an egg?

It’s hard to pinpoint when the first tennis ball went over the net. Tennis is a derivative of lots of other sports, such as “jeu de paume,” a handball game played in France, said JT Buzanga, the collections manager at the International Tennis Hall of Fame museum.

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But tennis became a patented, official sport in 1874, said Steve Flink, a journalist whose tennis coverage got him inducted into the International Tennis Hall of Fame. It has retained its unique, mysterious scoring system ever since.

“By and large, the original system has held up almost entirely,” Flink said.

The use of “love” goes back to the late 18th century, said Jesse Sheidlower, a lexicographer. But it was used earlier than that in card games such as whist and bridge. Before the term made its way to tennis, the sport favored plain old “nothing,” or “nil,” he said.

Why love in the first place, though? Historians don’t really know for sure, but there are a few theories.

The French could have something to do with it. Some historians believe “love” derives from “l’oeuf,” which means “the egg” in French. Because eggs are shaped like zeros, terms such as “goose egg” and “duck’s egg” have been used in other contexts to mean zero, Sheidlower said.

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It’s also possible English speakers mispronounced l’oeuf as “love.” But Sheidlower isn’t convinced that’s the answer.

“It’s the French equivalent of an English expression. But since that expression doesn’t appear in French, the French word wouldn’t have been used,” he said.

To be sure, France has had a lot of influence on tennis culture, Buzanga said. For example, “deuce” or a game tied at 40 points, comes from the French word for “two”: “deux.” But he prefers another prominent theory: that “love” comes from the idiom “for the love of the game.” Even if a player hasn’t scored, it doesn’t matter, because their heart is in it. It’s the theory Sheidlower said is the most plausible, because the idiom was used by the English before tennis was popularized.

Another variation of the “love of the game” theory is that the word could have come from the Dutch “lof,” or “honor” — or the Latin “amare,” meaning “to love,” Flink said.

But if tennis’ “love” doesn’t come from a French word, the theory at least has a French sensibility.

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“I think the ‘for the love of the game’ is kind of romantic,” Buzanga said.

“Love” probably isn’t going anywhere

Tennis used to be a sport of leisure. The style of play has changed a lot over the years; players are more athletic and competitive, for instance, Flink said. But the rules of the sport are more steadfast, he said.

“There’s this incredible, enduring respect for tradition in tennis,” he said. “Changes are not made easily.”

There has been one major change in modern history: the tie-break. Matches can go on and on because players have to score two consecutive points to break a deuce, or by two games to break a tied set. But the onset of television meant matches would have to get shorter if the sport wanted to capture a larger audience, Flink said.

Change even came for “love.” An alternative sprouted up in the 1970s, and is still used today: “bagel,” named for its zero shape, Sheidlower said. Novices may say “zero,” and insiders will understand what they mean, but they “will needle them about it,” Flink said.

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But “love” still prevails.

“People kind of like it,” Flink said. “It’s different. Why say zero when you can say love?”

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