Some time ago, I spoke with a reporter regarding the Internet virality of Michelle Dobyne of “ain’t nobody got time for that” fame. They intended to run a ‘where are they now’ follow-up piece on Dobyne’s life post ’15 minutes of fame’. In the end, the TV clip and its companion article condensed our 8-minute interview into these anonymous soundbites:
“We asked a noted social media expert what makes a video viral worthy. She said catch phrases and exoticism, something that takes us away from our routine lives.”
“Our expert said what Dobyne and other viral video stars are able to do long term with their 15 minutes of fame is anyone’s guess.”
Since much of what I had to say about eyewitness virality, racism, and journalistic responsibility did not make the final cut, I later transcribed my conversation with the reporter and wrote it up.
In January 2016, Michelle Dobyne gave an eyewitness account after her apartment complex caught fire. In the original interview, her catchphrase “Nuh-uh, we ain’t gon be in no fire. Not today.” and her overall decorum caught the attention of the television crew, who then put the clip up on Facebook. And well, you know the formula. The clip went viral. Dobyne became a meme. Romantic and commercial offers were rumoured. Semi-officious merchandise became available.
Three months later, the news network decided to run a follow-up piece on Dobyne. As it turns out, not much of her material circumstances have changed despite her transient internet fame. Rinse and repeat. The saving grace? Kind strangers started a gofundme page for Dobyne. The backlash? Her neighbours feel “overshadowed” by her fame and are still struggling post-fire.
I am going to call this phenomenon “eyewitness virality”: The proliferation of television news interviewees, many of whom are themselves victims of the unfortunate event being covered, who attain overnight but transient fame through the news networks who curate and disseminate their eyewitness accounts on social media as humour and clickbait.
But Dobyne is just the latest addition to a string of eyewitness viral stars: more...