Digital Mirrors: Which "Personality Types" Do Social Media KOLs Represent?
In the modern digital landscape, Key Opinion Leaders (KOLs) on YouTube, Facebook, and Instagram are often seen as modern celebrities. However, when viewed through the lens of Liu Zaifu’s Twenty-Five Types of People, many of these influencers fall into specific "pathological" archetypes. Their survival depends on the algorithm, their audience, and their sponsors, which often strips them of their "original personality" and forces them into digital "shells."
KOL Archetypes in the Digital Age
The Vulgar/Populist Man (媚俗人): This is the most common type. To gain views and likes, many KOLs tailor their content to the lowest common denominator. They sacrifice their true opinions to please the masses, fearing that being "real" will lead to being "canceled" or losing followers.
The Puppet Man (傀儡人): While they appear independent, many KOLs are puppets of the "Algorithm" or their "Sponsors." Their schedules, topics, and even their emotional reactions are dictated by what the platform’s code rewards, making them soulless tools of big tech data.
The Frivolous Man (輕人): Many influencers treat deep social issues, tragedies, or complex values with shallow flippancy. They turn everything into a "10-second reel" or a "challenge," stripping life of its gravity to ensure the content remains "consumable."
The Slanderer (讒人): "Drama" channels and gossip pages thrive on this type. They gain power and revenue by spreading rumors, backbiting other creators, and poisoning the digital atmosphere to keep their audience "hooked" on negativity.
The Clever Man (巧人): These are the masters of the "pivot." They change their faces and political stances overnight depending on which way the social media wind is blowing. They have the "petty intelligence" to stay relevant but lack the "great wisdom" to stand for anything meaningful.