24/09/2020

The country star’s “LinkedIn, Facebook, Instagram, Tinder” post speaks to people’s desire to be what any platform needs them to be.

Hardly anybody is one individual person anymore. In the old days of the internet, people joked that its anonymity meant you could meet anyone online, even a dog. As social media became central to everyday life in the 2010s, people started complaining (or crowing) about leading a strange double lifetheir ordinary existence, and a polished, highly shareable lie manufactured for online adoration. Now that the strangeness has worn off and cultivating multiple appealing personas is mainstream, the effort involved in maintaining the multifaceted social media self is intentionally invisible. Many people seem to live quadruple lives and not think anything of it.
Country singer Dolly Parton sees right through you. On January 21, Partonwho is an internet savvy queen at 74posted four images of herself on Instagram, each labeled with the name of a different social media platform. LinkedIn Dolly is all buttoned up with a frilly scarf around her neck. Facebook Dolly is laid back and approachable in a Christmas sweater. Instagram Dolly is a #throwbackthursday: a black-and-white shot of a young Parton posing with a guitar in front of a distressed wooden door. And Tinder Dolly? Shes a Playboy bunny. Parton captioned the image Get you a woman who can do it all and, almost instantly, had a viral meme on her hands.
The post has close to 800,000 likes and dozens of imitators, many of them celebrities. Participants include actresses like Jennifer Garner, Kerry Washington, and Kristin Chenoweth, and comedians like Ellen DeGeneres and Conan OBrien. (The latter using their Tinder images more as punchlines than thirst traps.) Internet celebrities like Doug the Pug (and many, many other pets) got in on the game. A gentle mockery of the original format has already begun. Terry Crews entry is four near-identical photos of him shirtless and sweaty. We now know what a candle brand thinks its Tinder profile picture should be. (Hint: It involves spilled wax.)
If you spell the themes out, theyre pretty obvious: LinkedIn images are formal and conservative, Facebooks are family-friendly, Instagrams are glamorous, and Tinders are sexy. Duh. You knew this. But memes that are obvious and dull dont go viralmemes that are obvious and insightful do.