The Rise and Fall of a Wellness Influencer: A Cautionary Tale

The New Netflix Series "Apple Cider Vinegar"

The new Netflix series "Apple Cider Vinegar" tells the story of wellness influencer Belle Gibson, who built a loyal following on social media by documenting her alleged journey with terminal brain cancer. However, in 2015, Gibson was exposed as a fraud, having never had cancer and lying about donating funds to charities and ill children.

The Blogging Revolution

The 2000s saw the rise of the "blogging revolution," a shift in how people produced and consumed information. Blogs enabled content creators to share their lives and experiences publicly, engaging directly with their readers. Niche communities formed around common interests, ranging from health to heartbreak.

The Rise of Gibson’s Wellness Empire

Gibson leveraged this trend, creating a blog called The Whole Pantry, where she documented her alleged journey battling a rare form of terminal brain cancer. She claimed to have rejected conventional cancer treatments, opting instead for natural methods, including Ayurvedic treatments, craniosacral therapy, oxygen therapy, and colonics.

The Power of Social Media

Gibson’s primary platform was Instagram, where she built and engaged with her followers through inspirational quotes, personal anecdotes, and evocative photographs. Lifestyle and wellness influencers typically earn trust and intimacy by presenting themselves as authentic, accessible, and autonomous from state and corporate interests.

The Paradox of Authenticity

Gibson’s strategy was to present herself as an authentic, relatable, and unfiltered individual, distancing herself from the medical establishment. This persona allowed her to achieve fame online and establish a parasocial relationship with her followers.

The Role of the Wellness Industry

The wellness industry has been criticized for peddling misinformation and pseudoscience. The original founders of the wellness movement were male, but they tapped into a market of women who felt unheard and overlooked by health professionals. Today, many wellness influencers have built successful brands by commodifying health and wellbeing.

The Global Impact of Cancer Fraud

After Gibson was convicted of misleading and deceptive conduct in 2017, one might have expected a decrease in cancer frauds. Instead, other high-profile cases of content creators peddling cancer misinformation on short video platforms have emerged, often using social media to monetize fake miracle cures.

Conclusion

The rise and fall of Belle Gibson serves as a cautionary tale about the conditions that enable cancer frauds to gain credibility and influence online. The wellness industry’s promotion of misinformation and pseudoscience has contributed to the proliferation of cancer frauds. The proliferation of short-form video platforms has changed the dynamics of fame, allowing content creators to gain visibility and attention online.

FAQs

• What is the new Netflix series "Apple Cider Vinegar" about?
  • The series tells the story of wellness influencer Belle Gibson, who built a loyal following on social media by documenting her alleged journey with terminal brain cancer.
• What was Belle Gibson’s strategy for building her wellness empire?
  • Gibson leveraged the "blogging revolution" and social media to present herself as an authentic, relatable, and unfiltered individual, distancing herself from the medical establishment.
• What is the role of social media in the rise of wellness influencers?
  • Social media platforms like Instagram and YouTube have enabled wellness influencers to build and engage with their followers, presenting themselves as authentic and relatable.
• How has the wellness industry contributed to the proliferation of cancer frauds?
  • The wellness industry’s promotion of misinformation and pseudoscience has contributed to the proliferation of cancer frauds, with many wellness influencers building successful brands by commodifying health and wellbeing.