Famous YouTube sensation PewDiePie aka Felix Kjellberg has come under-fire recently for uploading content that has anti-Semitic remarks and allegedly inciting hate. Three of the scrutinised videos have since been taken down but the damage had already been done; Disney-owned Maker Studios has ended its affliation with PewDiePie from its list of creators while YouTube has also distanced itself from its most famous personality by cancelling the Scare PewDiePie Season 2 series and removing him from Google Preferred.
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The man with 53 million subscribers issued a statement on Tumblr admitting that while the content was ultimately offensive, it was never his intention to support hate-based groups. While Pewds- as his subscribers commonly call him, has never been a stranger to controversy with his foul-mouthed commentary, he may have taken a step too far in producing ‘funny’ content. As a fellow subscriber to his channel, I do believe he never intended to incite hate as he has always poked fun of everything else but in this case, it was a joke best left alone.
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This post intends to highlight the double-edged nature of social media. What you produce can either elevate your brand to another level or bring you down. While PewDiePie has gained a strong fan-base to possibly survive this incident, most corporate companies do not have such luxury. Therefore, what you post is important as it reflects your company’s ideals, mission, and core values. When the Internet gave us access to a wider audience, it also gave us a much-heavier burden to be politically-correct and cautious. Like someone wise once said, ‘With great power, comes great responsibility.’
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