The demise of traditional educational institutions and the emergence of the attention economy have become significant topics of conversation in recent times. This discourse was further amplified by a viral video featuring a 19-year-old TikTok celebrity, who boasts millions of ardent followers. He conducted mock job interviews with university graduates, including those holding Masters Degrees, for a position as a videographer within his vibrant content production team. This episode has ignited critical discussions regarding the perceived value of formal education in our contemporary world, highlighting the burgeoning rise of the attention economy and potentially signaling a decline in the relevance of traditional schooling systems.
Pierre Bourdieu’s theory offers insightful perspectives on cultural capital, comprising education, formal credentials and economic capital, which encompasses societal wealth and influence. Historically, academic achievements and degrees provided a reliable source of societal status, secure employment, and long-term stability. However, the current societal values suggest a transformation, where social visibility and adeptness in navigating the attention economy have emerged as potent new forms of power and influence.
The attention economy, propelled by social media platforms, has created vast opportunities for individuals to amass influence and financial wealth without the prerequisite of conventional educational credentials. The TikTok star, with a staggering 11 million followers and an impressive 465 million accumulated likes, exemplifies the immense strength and impact that digital content creation can wield. His strategic ability to monetise his social influence raises provocative questions about the necessity of enduring the traditional educational rigors, leading some to ponder whether the involved stress and time commitments are justifiable.
This growing disconnect between formal education and actual employment prospects is increasingly encouraging a trend of drop outs. Observing the dilapidated school structures, the acute scarcity of educators, and the dire conditions of the academic environment, it is conceivable that within a few years, public schools, particularly at the primary and secondary levels may become relics of the past.
An expelled Nursing student, who dropped out of school to become a full-time content creator, was spotted recently at a gathering of politicians where she was speaking on Girl’s empowerment. A platform that isn’t readily available for most graduates despite their resilience, discipline and qualifications. This is Nigeria and it is called “Grace.”
The Tiktocker has, on occasions, extended offers to employ her former teachers within her increasingly popular business enterprises located in the bustling cityscape of Kano metropolis. She humorously expressed her capability to afford a substantial monthly salary of 500,000 Naira for those teachers who once disciplined her during her academic tenure. Astonishingly, the attention economy has endeared her to politicians keen on capitalizing on popularity from any conceivable source.
Finally, no matter how rich these young digital celebrities have become, we owe the next generation the right to education. It is still the most sustainable way to support any lifestyle beyond fleeting virality.
“Hard work beats talent when talent doesn’t work hard.” Tim Notke.
. Abdulazeez is a poet, advocate for free expression, Treasurer of PEN International Nigeria, Communication Strategist for the Caprecon Foundation, and a Doctoral Candidate at the University of Lagos. She lives in Lagos and can be reached at +234-8034816865 or umuhfaisal@gmail.com.
