John McDermott, Chief Africa correspondent at The Economist, shares insights on the recent BRICS expansion and its geopolitical implications. Holly Berman delves into the rise of child influencers, discussing the regulatory hurdles and marketing impacts of this phenomenon. Anne Rowe honors Bindeshwar Pathak, who revolutionized sanitation in India through innovative toilet designs and empowerment efforts for lower castes. The discussion uncovers the complexities within BRICS and the evolving landscape of social media marketing.
The expansion of the BRICS alliance reflects China's increasing influence and the desire to recalibrate relationships between the West and China.
The rise of child social media influencers raises concerns about exploitation and the need for regulation.
Deep dives
BRICS expansion and shifting geopolitics
The BRICS alliance, consisting of Brazil, Russia, India, China, and South Africa, has recently expanded to include six new countries. This expansion highlights the growing assertiveness of emerging powers on the global stage, particularly China's increasing influence in courting these powers. The BRICS block was initially seen as a group of developing countries driving global economic growth, but in recent years, its relevance came into question. However, factors such as China's rise and a demand for greater middle power influence have led to the expansion push. The addition of Argentina, Egypt, Ethiopia, Iran, Saudi Arabia, and the United Arab Emirates reflects China's influence in the group and the desire for countries to recalibrate their relationships between the West and China.
The rise of kid-fluencers and the child influencer industry
The creation of YouTube Kids, which allows children to browse under parental supervision, has led to an explosion of videos created by children for children. This has given rise to a new generation of child social media influencers, also known as kid-fluencers. These kid-fluencers generate significant revenue through ads placed on their videos by YouTube and partnerships with brands. They have become a lucrative market for brands looking to reach young audiences. However, there are concerns about the exploitation and lack of regulation in the industry, as well as potential changes in advertising disclosures and privacy protections for child influencers.
Bindishwar Patak and the transformation of India's sanitation practices
Bindishwar Patak, an Indian entrepreneur and social reformer, dedicated his life to improving the lives of those involved in manual scavenging and promoting better sanitation practices in India. Growing up in a Brahmin family, Patak witnessed the inequalities and discrimination faced by the Dalit community, particularly those engaged in cleaning pit toilets. He designed a more efficient and hygienic toilet system, which gained traction after being implemented in one town in Bihar. Eventually, he built over 110 million household toilets across India, helping to liberate thousands of women from the degrading work of manual scavenging. Patak's work was further supported by government initiatives, including Prime Minister Narendra Modi's Clean India campaign.
The alliance was always based more on common fortunes than common interests. We ask what to make of the six new members, and whether the bloc’s motley nature undermines its purpose. Regulation has struggled in an era when children can become “influencers”, but it is starting to catch up (9:36). And remembering Bindeshwar Pathak, who realised India’s future depended on toilets (16:28).
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