Beyoncé is a mother, musician, feminist, a business woman and one of the most powerful celebrities today. She is beyond a popular culture. She inspires society by promoting issues that matter and speaks for the generation. Beyoncé’s hook brings us to formation by positioning her first as an individual and then as an artist.
Beyoncé’s media presence is bare and she discloses much about herself. She doesn’t need promotion assistance or huge publicity. She uses her Instagram followers as a platform to share her art. She also uses this as a control to reach and create an aura and conspiracy around her brand through her posts. By not captioning her photos it makes her audience comment speculating what they think it means. She is the exception to many rules that dictate hysteria levels of fame in the digital age, all of which makes her level of impact on discourse that much more impressive.
To maintain more control on how she is portrayed in the media she does a range of things including her caption less photos which can, both dispel rumours and fuel other ones, at the same time. And she does most of it without writing a single word. She also stopped giving face to face interviews. This is empowering as she knows her worth, power, and stardom, and she decided that she doesn’t owe anyone anything.
As we can see, Beyoncé is unlike other celebrities. Rather than slowly dropping singles one by one, selling merchandise or convincing people to buy an app, she will surprise her audience with a album. For instance, her Lemonade (2016) album broke the internet with iTunes crashing and social media exploding. No one knew it was coming as she did not drop or leak any hints. Her strategic media attention with a surprise release gave her art directly to fans and brought attention to the album and her ideologies.
These ideologies include race, feminism and identity. This can be shown as her identity powerfully become associated with feminism after her 2013 performance where she had a backdrop branded with the word feminism.
This stance was influential and inspired young women to embrace and reclaim the world for themselves. This silent but killer smart statement by Beyonce is explained in her words;
“I put the definition of feminist in my song and on my tour, not for propaganda or to proclaim to the world that I’m a feminist, but to give clarity to the true meaning,” she tells ELLE magazine. “I’m not really sure people know or understand what a feminist is, but it’s very simple. It’s someone who believes in equal rights for men and women.”
So to answer Beyonce’s question ‘who run the world?‘, BEYONCE!