Written by Amelia Hancock
Videos of Indonesian MPs dancing in parliament after approving a rise in their housing allowance went viral on social media. The scenes of celebration are starkly contrasted with the harsh reality that the population faces, with 60.3% of the country living below the World Bank’s poverty line. This footage sparked nationwide protests against what many call a ‘corrupt elite’. Government buildings and police headquarters have been set ablaze, and officials’ houses have been looted, leaving the country in a state of disarray. With housing allowances now more than ten times the minimum wage, and budget cuts and industry closures leaving thousands jobless, it’s no surprise that anger towards the rich is growing.
The phrase ‘eat the rich’ was first used by French President Chaumette to criticise the nobility, and then gained greater popularity after the French Revolution. Today, it is used in response to growing wealth inequality and food insecurity, fronting countless campaigns. During South Africa’s 2021 local government elections, it appeared as a campaign slogan, and in 2023, United Auto Workers president Shawn Fein adopted the phrase in the fight for increased wages and benefits. The growing outrage towards the effects of capitalism is echoed in these phrases and movements. Yet on the same platforms we see this outrage, millions tune in to watch influencers and celebrities flaunt their luxury lifestyles. If inequality sparks protest, why does wealth still hold our attention?
In her first year on TikTok, Becca Bloom gained over 3.5 million followers. Her videos feature Van Cleef jewellery and caviar breakfasts, yet her comments are filled with praise, branding her as ‘humble’ and ‘lovable’. Maybe it’s her soft-spoken nature, or perhaps it’s the way she explains financial advice as dating scenarios that make her luxury feel relatable. The same paradox has fuelled the rise of reality television. ‘The Real Housewives’ Franchise has been ongoing for nearly 20 years, with 31 versions and 21 spinoff shows, turning the lives of affluent women into entertainment. Likewise, the Kardashian family has kept their lifestyle as a spectacle, with season five of ‘The Kardashians’ reaching 3.9 million viewers within four days of its premiere on Hulu.
Our fascination with wealth isn’t new; it’s just rebranded. The Golden Age of Hollywood also entranced its audiences, celebrated for its elegance and high fashion. Stars like Marilyn Monroe and Audrey Hepburn became symbols of style, inspiring women to emulate Old Hollywood glamour through elegant dresses and sophisticated accessories. Their lives were made into public spectacles by gossip columns. Louella Parsons reported on the lavish parties they attended, detailing guest lists, outfits, and dating rumours. Her daily column appeared in over 400 newspapers and reached upwards of 20 million readers, giving her audiences a window into the exclusive lives of the elite.
While Hollywood was producing images of luxury and success, much of America was suffering from unemployment and uncertainty. These two worlds couldn’t have been more distant, but for Americans they provided an escape and a dream. Social comparison theory, first proposed by psychologist Leon Festinger, helps explain this fascination. Individuals instinctively compare themselves with people they perceive as superior to create a more positive perception of their personal reality. For audiences, comparing themselves to the rich offers them a vision of a better life.
The videos of Indonesian MPs dancing sparked outrage over rising inequality, but even in anger, we keep watching the wealthy. From Hollywood icons to content creators and reality TV stars, audiences have long been drawn to the lives of the rich. So while ‘eat the rich’ has become a political slogan in response to capitalism and corruption, it seems our fascination with the rich makes us follow them instead.
