Why Social Media Guarantees Celebrity Controversy

12. The Vicious Cycle of Amplification and Re-Invention
Ultimately, the constant creation of controversy by celebrities on social media is a self-perpetuating, vicious cycle. The platforms demand content; the pressure for authenticity leads to oversharing; oversharing generates missteps; missteps are accelerated into global controversies; the controversies generate engagement and relevance; and this relevance justifies the celebrity's continued powerful presence on the platform, leading back to the original demand for more content. To escape this loop, a celebrity must withdraw completely, but to remain a major force in the public eye, they must, by the very nature of the current digital landscape, constantly flirt with the controversies that both build and threaten to destroy their brand.