Only a mother could love a nepo baby – but there are some professions in which the far reach of the dead hand of nepotism strikes me as worse than others. In such frothy fields as modelling and television presenting, the prettiest face will still usually win out: look at Maya Jama, the new compere of Love Island, daughter of a teenager and a jailbird, who resembles a film star from the golden age of MGM – Fortuna’s apology for Brooklyn Beckham. Nepotism becomes far more damaging to the culture when it sidles out of light entertainment and into newspaper columns, novels and stand-up shows; when it moves the undeserving into jobs which need wit, because wit, unlike cheekbones, is something that can’t be inherited. Yet the colonisation of the once-meritocratic media by mediocrities continues – and most of them are female.
There is a new breed of Media Nepo Baby or, due to their obsession with masturbation, maybe we might call them the neponanists.
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