Social Media And The Blesser/Blessee Phenomenon

Author and expert on tech addiction Brad Huddleston and colleagues at the Bureau of Market Research (BMR) and its Neuroscience Division at the University of South Africa have studied the blesser/blessee phenomenon (or the sugardaddy/sugarmama trend). Apparently, Instagram is the number one driver of this phenomenon in South Africa. When students in various population groups with various household incomes were asked why their friends were entering into these 'relationships', it all boiled down to this:

They want to be able to buy clothes and bling so that they can take a picture, post it on Instagram, get 1000 likes and create their own fame like the Kardashians.

When I heard this, I found it incredibly heartbreaking.

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