Reddit is the anti-thesis to social media. The site is not about developing a public profile, at least one not linked to the offline world (Couts 2012). It is this commitment to anonymity that allows the site to foster discussions and content that are uninhibited by social norms. Remember, this is the site that hosts boards such as r/picsofdeadkids and the community that asked rapists to tell their side of the story (Reddit 2014a; UnholyDemigod 2014; The Cajun Boy 2012). In short, it is not exactly the place for celebrity PR.
The self-indulgent and self-promoting celebrity feeds of Facebook and Twitter are a far cry from Reddit’s own celebrity PR outlet. r/IAmA is used, although it must be stressed not strictly, for celebrities to conduct a kind of open-forum with the Reddit community and their favourite celebs (Reddit 2014b).
The 25th highest ranked (as of 20/8/2014) AMA was conducted by South Korean musician PSY (Reddit 2012). PSY is one of the few Asian celebrities to conduct an AMA, and the only one to be aggregated as within the top 100 of all time (Reddit 2014c). He answered questions ranging from how he keeps a straight face dancing (because he’s serious about it) to what his favourite breakfast food is (korean food). Overall, the AMA presents PSY as fairly laid back, especially as his AMA was not tied to the promotion of any particular project. Although his responses seem short, perhaps as English is his second language, he allowed users to ask anything and he answered most of their inquiries.
AMAs are the only outlet that celebrities are allowed to (somewhat) control their image on Reddit. The rest of the content is user-generated and aggregated. For example, PSY’s song Gangnam Style has its own subreddit (r/GangnamStyle) and a search of the keyword ‘PSY’ on the site locates fan drawn images, jokes, and other varying content (Reddit 2014d). This content is not controlled by PSY or his PR reps but rather his fans and/or cynics.
If we are to learn anything from Reddit, it is that when they commit, they fully commit. We must look only to their Boston Bombing witch-hunt to see how passionate they can be (ABC News 2013). Reddit, with its values strongly planted in being the opposite of social media, provides an uncontrollable landscape for celebrity public image. PSY has bravely traversed the landscape, emerging relatively unscathed and perhaps with an expanded fan-base, due to a catchy song and a well-received forum with his fans.
ABC News 2013, ‘Reddit says sorry for Boston bombing ‘witch hunt’’, 23 April, viewed 20/8/14, < http://www.abc.net.au/news/2013-04-23/reddit-apolgises-for-boston-witch-hunt/4645386>
Couts, A 2012, ‘State of the Web: Reddit, The World’s Best Anonymous Social Network’, Digital Trends, 11 September, viewed 20/8/14, <http://www.digitaltrends.com/opinion/reddit-worlds-best-anonymous-social-network/>
PSY (PSY_Oppa) 2012, ‘I am South Korean Singer, Rapper, Composer, Dancer and Creator of Gangnam Style PSY. AMA’, Reddit, thread, 24 October, viewed 20/8/14, < http://www.reddit.com/r/IAmA/comments/120oqd/i_am_south_korean_singer_rapper_composer_dancer/>
Reddit 2014a, ‘Pics of Dead Kids’, Reddit, viewed 20/8/14, <http://www.reddit.com/r/PicsOfDeadKids/>
Reddit 2014b, ‘Frequently Asked Questions’, Reddit, viewed 20/8/14, <http://www.reddit.com/r/IAmA/wiki/index>
Reddit 2014c, ‘Top scoring links : IAmA’, Reddit, viewed 20/8/14, < http://www.reddit.com/r/IAmA/top/?sort=top&t=all>
Reddit 2014d, ‘GangnamStyle’, Reddit, viewed 20/8/14, < http://www.reddit.com/r/gangnamstyle>
The Cajun Boy 2012, ‘If You’ve Ever Wondered What It’s Like To Be A Rapist, Have We Got A Thread For You!’, Uproxx, weblog post, 27 December, viewed 20/8/14, <http://uproxx.com/webculture/2012/07/rapists-explain-why-they-rape-on-reddit/>
UnholyDemigod 2014, ‘The ‘ask a rapist’ thread’, Reddit, thread, 16 December, viewed 20/8/14, <http://www.reddit.com/r/MuseumOfReddit/comments/1t1r2z/the_ask_a_rapist_thread/>