We’re wrestling with MrBeast, the world’s most influential YouTube celebrity.
It’s not a physical wrestle, although that’s a stunt he’s hinted at offering soon; rather, we’re wrestling with his impact on our kids and our culture and what, if anything, to do about it.
If your children watch YouTube for even for a few minutes a day, the chances are they’ve encountered his videos – he has 320 million subscribers, after all – and, like millions of others, they probably think he’s fabulous.
You might too. After all, who wouldn’t want to be entertained by an affable personality providing extreme stunts and grand gestures of generosity, from giving away cars to rebuilding an entire village? (Yes, the celebrity and his helpers rebuilt an entire Zambian village after it had been badly damaged in a storm)
The Dolphin Bay Brief conducted online research and interviewed groups of children, teens, and young adults, for this story. The common answer from the children we interviewed was: “Of course, Mr Beast is good. He’s very generous and he helps people.”
“He even built 100 wells in Africa!” added a few of them, triumphantly. Surely adults could not argue with that?
The story is true; the wells in question reportedly brought clean drinking water to an estimated 500,000 people in countries including Kenya, Cameroon and Zimbabwe. Young children clearly are absorbing Mr Beast’s philanthropy, along with his escapades, in large doses. How did this phenomena come to be?
The Rise of MrBeast
Jimmy Donaldson, known as MrBeast, started his own YouTube channel in secret, against the wishes of his mother, in 2012, when he was 13. His big breakthrough came in January 2017 with an almost day-long video of himself counting to 100,000.
He then rose to fame by forging his own brand of extreme entertainment, which blends outlandish challenges – such as being buried alive for 24 hours and building Willie Wonka’s chocolate factory – with high-stakes competitions, where people can win prizes such as dream houses and millions of dollars, along with acts of philanthropy.
It’s not all fun and games; MrBeast worked for years to master YouTube’s algorithms to become as popular as he is and has a strong business inclination. He is the founder of the MrBeast Burger business, food and snack brand Lunchly, and the snack range Feastables.
“There’s no doubt that his aim is to alleviate pain and make people happy.”
His charity Beast Philanthropy focuses on food donations and other charitable efforts; he is a co-founder of Team Trees, which has raised $24 million for the campaigns of the Arbor Day Foundation, and he co-founded Team Seas, which has raised $30 million for Ocean Conservancy and The Ocean Cleanup.
It’s all high-octane stuff. So, what’s the impact of all this on young, impressionable minds? Here’s what some experts and others have to say.
The Good: Generosity and Inspiration
The common consensus, among children and the few researchers whose work we found on MrBeast, is that he may influence children positively. His generosity and philanthropy could serve as a role model for prosocial behaviour, encouraging kids to help others and make a positive impact on the world around them.
In our own interviews with teens, they, like the children, saw MrBeast as a “real-life hero” who shows that helping people can be fun and rewarding.
One young adult we interviewed, 25-year-old Connor, said: “I work with young and impressionable children who are directly targeted by some of Mr Beast’s YouTube portfolio, and I have seen a large change and consideration for people with needs and disabilities that I don’t think the children would have without being exposed to MrBeast.”
The Bad: Materialism and Excess
However, experts also raise concerns – as did some of the children we chatted to. “Mr Beast is both a good influence and a bad influence, but in my opinion mostly bad because he is irresponsible in giving away money randomly to people who don’t need it whereas he could be using that money for good and for people who really need it,” said Calem, age 11. “He is a good influence by what he does for the environment, like planting trees etc.”
Observed Aidan, 21: “I would not say he is a bad influence on children as he promotes community service and philanthropy. But some of his content with massive cash prices as motivation can create an unhealthy image of money and its worth.”
Several adults we talked to, like Aidan, are wary that the constant showcasing of lavish giveaways, whether it’s money, cars, or houses, promotes materialism. Children might begin to associate success and happiness with an excess of material possessions.
Some researchers have pointed to Erikson’s theory that ego identity is based on life experiences and social interactions; when children are gaining these through YouTubers and influencers telling them how to act, what to buy and what to wear, it can affect their ability to form their own distinct identities.
The High-Energy Hook
Then, there’s the format itself. MrBeast’s videos are designed to keep us hooked. With quick cuts, constant action, and bright visuals, they can be overstimulating, especially for young children. Doctors at the Arkansas Children’s Hospitals Research Foundation have noted that fast-paced, high-energy content can reduce children’s attention span, may disrupt normal brain development, and may discourage slower-paced educational activities such as drawing, physical activity or school homework, which foster good neurodevelopment.
The risk is not only what kids are watching, but also what they are not doing during this time − like reading, sport, engaging in creative play, or simply daydreaming, which can foster their own unique creativity.
Voices of Young Fans
In our interviews with children and teens, most described MrBeast as “cool” and “generous.” But not all are as easily swayed. One teenage girl, Riley, reflected: “I think it’s cool what he does, but at the end of the day, he’s a businessman. It’s not all just for fun.”
This brings us to the crux of the issue: MrBeast’s content, while entertaining and often inspiring, is ultimately a business venture. His videos are designed to maximise views and engagement, and come with product placements and advertisements, whose influence younger audiences cannot evaluate for themselves.
Children may not realise that behind the feel-good moments is a highly calculated strategy. And even if they do, they might well be influenced by MrBeast’s values, both good and bad.
We’re writing this story because the sheer enormity of his following will inevitably have an impact on the psyche of a generation and the decisions it makes in the future. We appreciate the extent of MrBeast’s influence.
Understanding Jimmy
There is no MrBeast without Jimmy Donaldson. In an interview, Jimmy disclosed how his sickness, Crohn’s disease, kept him well-grounded. He realised that irrespective of how many possessions he had when he was affluent, the disease was still there. Possessions would not take away the illness, nor bring him happiness.
He had an abusive father and, after his parents’ divorce, was raised by his single mother. It was a challenging upbringing.
He has not kept much of the money he has generated, building a huge studio for his shows but living frugally in a small apartment. “Jimmy is not getting high on his own product,” observed Bertus. “He’s a humble person, trying to fill an internal void by giving away so much to others.”
“There are two sides to the MrBeast phenomenon, which we are struggling to reconcile.”
In his first-ever sponsorship, a mobile phone company offered him $5 000 to produce a video. He asked for double and then gave it all away to a homeless person who was clearly in need and was overcome by gratitude.
“I truly believe Jimmy’s intentions are good and can see a deep sense of care for others in wanting to alleviate their pain,” said Bertus. “He lives his own life in humility, remarkably disconnected from worldly possessions.
“There’s no doubt that his aim is to alleviate pain and make people happy. Yet in a way, his giveaways are a Band-Aid. It’s ironic that Jimmy, who gives away so much, knows that worldly possessions cannot really bring lasting happiness.”
Irreconcilable contradictions
At the same time, his escapades are part of a bigger machine, carefully orchestrated to bring him optimal popularity. And some of the later videos have a darker side, where people allow themselves to suffer, for large amounts of money.
Contestants are placed in bunker underground for 100 days. People must stay within a circle for long periods of time to win a massive prize or deprive themselves of sleep and other necessities. Why? The receivers are clearly driven by material gain. It’s concerning to us that in some instances, they sacrifice their dignity and well-being to receive the gifts. Clearly, something is amiss.
When kids lap up such videos, they tend to identify with and want to be the person – either the giver, or the recipient. Does this promote greed or the desperation for publicity, unmasking a void that the younger generation is experiencing?
We believe it does – that the very popularity of show reveals a younger generation that is experiencing a vacuum from abiding values and is seeking its identity outwards, instead of inwards.
There are two sides to the MrBeast phenomenon, which we are struggling to reconcile.
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