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Fans can “bask in the reflected glory” of their favorite celebrity or team’s success, known as ‘BIRG.'

BIRG brings a sense of vicarious success that results in higher self esteem and positive sense of self.

The flip side of BIRG is CORF, cutting off reflected failure by distancing oneself when a favorite loses.

Both BIRG and CORF are forms of impression management fans use to create a positive public image.

Deadline recently ran the headline “Guillermo Rodriguez is finally getting his moment”. The Jimmy Kimmel sidekick, dancing with pro partner Witney Carson, has been the unexpected hit of the current season of Dancing With The Stars. Why all of a sudden are so many people Guillermo fans? A psychological phenomenon called ‘BIRG’ may be part of the answer.

The Appeal of the Underdog

Rodriguez’ appeal is not new – he became a “celebrity” when he went from quirky security guard to quirky onstage sidekick for Jimmy Kimmel, so he already had a fan base. Fans have appreciated his ability not to take himself too seriously and to “be himself”. Guillermo seems real at a time when we are all struggling to figure out what’s not real on a daily basis, making authenticity important.

He is also willing to be vulnerable in admitting when he’s not that good at something. The comments on the Deadline article included appreciation for his lack of pretense, one stating “The world needs more Guillermos and especially now!” Guillermo’s initial success in spite of an........

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