Not only movies but even reality shows today are creating a new legion of fans who are turning social media PR persons for their idols and often even popularise official announcements. At times fans seem to take extreme measures and go to the point of committing suicide for their idols.
A popular TV show saw the rise of fan armies for its contestants. For example Oviya, Snehan and Jennifer have all enjoyed this attention, but what is it that makes a common man idolise a celebrity to an extent where adulation takes over extremes.
Indiran, a celebrity social media manager says, "The whole concept of fans now has become a business strategy. The advantage of these fans (army) being on social media is that they are non-existent. The business of data collection and selling of likes and comments by multiple social media company websites is in big bloom".
Psychologist Latha Janaki says, "Some people, without using their analytical skills, act impulsively by committing acts in the name of being a true fan. But people who use their intellectual thinking skills by analysing what they do, generally do not fall for such impulsive outburst acts. Sometimes the actual reason for a move is not even the movie or actor but personal reasons hidden behind the mask of being a fan."
Padma, a city psychologist believes that actors have a social responsibility and can use the fan base to their advantage. But at the same time they also get influenced by them and this can reflect in the type of roles they take up.
"If they seriously make a fan army and make their following very sincere and stuff, then they (actors) will never be able to do a negative role in the films. If they decide not to do anything negative, like smoke or drink on screen, then that will become a question as they are then expected to behave in a particular manner by their fans. In this way if you have an ardent fan flowing, completely loyal, completely respectable fan flowing, then this aspect can save the industry and make it cleaner."
Padma adds, "When one has an ardent fan following (army), like vote banks, it carries a measure of certainty - that the movies will become a hit. It is a vicious cycle of creating a kind of a fan flowing wherein the movie will get hit and only then they will get other roles. There are about three-fourths of movies that don't get released because the actors are not popularly known. It is the fans who decide which movie works."
