Entertainment’s Identity Crisis: Who Decides What’s “Hot” in Pop Culture?

Every few weeks it seems like we get a new “It Gurl” of pop culture — someone the internet says is “hot,” viral, can’t-miss. But when you pull back, the question is: who’s actually deciding that? Is it social media algorithms? Big streaming platforms? Influencers? Or regular people? And more importantly, what happens when the decision-makers aren’t in touch with what people really want — or need?

Algorithms & the Invisible Puppeteers

Let’s start with algorithms, because they’re basically the puppet masters these days. TikTok’s For You page, Instagram’s explore tab, Spotify’s “Hot Hits” playlist — these shape what music, memes, shows, or artists you see. If an algorithm pushes someone over and over, that person becomes “hot,” whether you asked for them or not.

That’s cool when it introduces you to something new. But it also means someone who doesn’t hit whatever mysterious preferences the algorithm expects (good lighting? trending topics? influencer shares?) might never get noticed — no matter how talented. A lot of people feel like entertainment is now less about taste, creativity, or culture — and more about clicks and shareability.

Big Platforms, Big Power

Then there’s streaming services, record labels, production studios — the big players. They often set “hot” agendas because they have the money, the promotional machines, and the connections. They decide whose album gets pushed to billboards, which movie gets the big ad spend, and sometimes even who gets on “hot lists.”

Sometimes this is good: it gives resources to creators who already have something special. But sometimes it feels like they’re repeating patterns — choosing people who look or sound or vibe a certain way, so things stay “safe.” Which means new voices, diverse stories, or folks who don’t fit into the usual molds get sidelined.

Influencers, Micro-Communities, and Real People

On the flip side, ordinary people are pushing back. Influencers, meme makers, micro-communities — Black Twitter, queer fashion circles, fandoms — they have influence. When one niche community picks up an artist and shares their work, suddenly someone who was “under the radar” becomes “everyone’s next favorite.”

This grassroots power can feel more honest. It tends to reward authenticity (people you feel like you can relate to), not just polish or production value. Also, culture is more than what’s on billboards. It’s fashion, slang, what people stream from their phones, what they share with friends, the songs they sing in car rides. That matters.

What the Crisis Looks Like

All this adds up to an identity crisis in entertainment. The problem? The “hot” people we all hear about often reflect who owns the platforms and who fits what algorithms reward — not necessarily who’s most creative, who’s most needed, or who’s telling unique stories.

Creators outside big systems often drop amazing work, but if no one pushes them, they stay niche. Fans see the same faces, the same sounds. Representation becomes more limited. The entertainment that breaks through sometimes feels like it just checked all the boxes instead of being actually creative or culturally meaningful.

So What Can We Do?

Here are a few ideas:

• Support creators directly: Stream small artists, share their content, follow micro-influencers with underrepresented voices.
• Demand transparency from platforms: If algorithms are picking winners, there should be more clarity about how that works.
• Platforms should diversify: Have more curators, more playlists or sections that spotlight non-mainstream creators. Take more risks.
• Consumers should push back: Stop chasing “viral” just because it’s viral. Choose what makes you feel something — or think something.

“Hot” in pop culture used to mean someone people couldn’t stop talking about. Now it often means someone an algorithm shares nonstop. That’s not all bad, but it means we have to be more aware. Who’s getting behind the scenes? Whose voices are amplified — and whose remain unheard? Because identity in culture still matters. Representation, authenticity, creativity — these are what should define what’s hot, not just what’s trending.

If “hotness” in culture doesn’t reflect who we really are, then we’re all missing out on stories and art that could actually change things.