When influencers make the news: fame beyond the algorithm

The recent tragic deaths of Argentine YouTubers Chatterbox and Gaspi have highlighted a growing trend: traditional media outlets are reporting on the passing of digital influencers, introducing them to a public that may have never encountered them online. This shift prompts a critical question: at what point does fame cultivated through algorithms gain journalistic relevance for society at large?

Latin American media have increasingly covered the deaths of digital creators. Examples include the murder of Venezuelan TikToker Gabriel Sarmiento during a live stream after he denounced alleged police-criminal ties, and the shooting death of Mexican influencer Valeria Márquez while live-streaming on the same platform in 2025. In both instances, millions learned of their names through mainstream news reports.

Carlos Scolari, a researcher and professor at Pompeu Fabra University in Barcelona, explains that the media landscape is no longer a single mass diffusion system. Instead, social media has created numerous circuits where celebrities emerge, develop, and fade. This results in a hybrid media ecosystem where traditional outlets, digital platforms, and diverse online communities coexist. A creator with millions of followers on YouTube or TikTok might remain unknown to audiences who primarily consume television or print media.

Paradoxically, traditional media still play a crucial role, albeit a different one. They often report on digital stars after their fame has been established online. Scolari notes that media have moved from a "rating logic to a clickbait logic." When an online phenomenon captures the attention of millions, it inevitably draws the interest of radio, newspapers, and television. As traditional media face declining audiences, they seek viewers and readers where they are – on digital platforms. However, not all influencers achieve this transition; only those whose digital notoriety combines with other factors typically make headlines.