Why the ‘Joey Effect’ is the reason Love Islanders act dumb despite ace A-levels & how Mr Essex has a lot to answer for
LOVE ISLAND stars have provided dozens of hilarious jaw-dropping one liners over the years which have left baffled Brits scratching their heads.
The latest clanger was reference to the General Election which had some of the islanders completely stumped.
“What does everyone think of the general election?”, Jess asked.
“What does that mean?”, replied Uma.
“Yeah, I don’t really understand it”, Tiffany added.
And it isn’t the first time viewers have been perplexed about the islander’s grasp of basic general knowledge.
In 2018, contestant Hayley Hughes said she thought Essex was a continent and she also raised eyebrows after asking whether Brexit meant that all of the trees were going to be cut down.
However, a friend of Hayley’s went on to reveal she achieved three B grades in her A Levels, and went on to study Childhood and Youth Studies at university.
The friend told The Sun: “She’s definitely not that stupid.
“She did really well in her A Levels and GCSEs.”
And the cast of 2019 left viewers confused after asking whether Barcelona was in Rome,
The islanders have for years been slammed by viewers for “acting dumb”, when they are in fact much smarter – so do they have an ulterior motive?
Fabulous spoke to PR expert Megan Boyle to find out – and the answer is all to do with Joey Essex.
The Joey Effect
Reality legend Joey Essex, 33, has been providing the British public with clangers for over a decade, from being unable to identify which country borders Wales, to not being able to tell the time.
The star has now become the first-ever celebrity contestant on Love Island and is shaking things up in the villa with his antics.
And eagle-eyed fans even noticed a slip up from the star earlier on in the season, when he used the word ‘gravitate’ and then quickly backtracked, claiming he didn’t actually know what the word meant.
However, Joey had used the word correctly, leading fans to believe that the star was just putting on an act.
Megan revealed that, after seeing the success Joey has had in his career from playing up to his “ditzy persona”, Love Island stars could be attempting to emulate this, to try to achieve similar success.
She says: “It’s definitely possible that the success Joey Essex has experienced by playing a particular character could influence Love Island contestants.
“Joey is known for his charming, funny and a little bit ditzy persona on TOWIE and he’s built a very successful career off the back of this.
“His continued popularity after leaving TOWIE certainly shows the benefits of crafting and maintaining a unique and memorable persona.
She adds: “There are a few reasons why future contestants on Love Island might try to emulate Joey’s strategy.
Love Island winners - where they are now
EVERY year Love Island opens its doors to more sexy Islanders who are hoping for a holiday romance that could turn into more.
Here we take you through all of the Love Island winners so far and what their relationship statuses are now:
2024 – The first ever All stars spin off show was won by Molly Smith and Tom Clare. STATUS: Still together.
2023 – Jess Harding and Sammy Root took home the 50k, and won the summer 2023 Love Island. STATUS: Broken up.
2023 – The first series of 2023 saw Sanam Harrinanan and Kai Fagan crowned Love Island winners in South Africa. STATUS: Still together.
2022 – Davide Sanclimenti and Ekin-Su Cülcüloğlu’s time in the villa was anything but a smooth ride, but they managed to win the public’s hearts – and the ITV2 reality show. STATUS: Broken up.
2021 – Liam Reardon and Millie Court were announced winners of Love Island 2021. STATUS: Still together.
2020 – The first ever winter Love Island saw Paige Turley and Finn Tapp crowned winners after falling in love on the show. STATUS: Broken up.
2019 – Series 5 saw Tommy Fury and Molly-Mae Hague runners up to winners Greg O’Shea and Amber Gill, who met in the last few days of the series. STATUS: Broken up.
2018 – It wasn’t surprising fan favourites Jack Fincham and Dani Dyer won the show, as they were strong throughout. But sadly things didn’t last. STATUS: Broken up.
2017 – Kem Cetinay and Amber Davies had lots of ups and downs in the villa but went on to win. STATUS: Broken up.
2016 – Nathan Massey and Cara De La Hoyde were together from the start of the series, and since they won the show they’ve had two kids and are married. STATUS: Still together.
2015 – Despite poor Jess Hayes being Max Morley’s second choice on the show, they did win – but they didn’t last as a couple. STATUS: Broken up.
“This first is entertainment value – contestants who are more entertaining tend to get more screen time, which boosts their visibility and can lead to more opportunities post-show such as appearances on other reality shows, sponsorship deals, and even acting roles.
“Leading on from this is audience engagement – memorable characters often resonate more with audiences, garnering a strong fan base and social media following, which can be monetised once they exit the Villa, regardless of whether they’re a winner or not.“
Megan reveals that another reason why Love Islanders may pretend to be less intelligent on the show is because they use it as a ploy to help them win.
She explains: “Sometimes, contestants might downplay their intelligence or act a certain way to gain an advantage in the game.
“Contestants who embody these traits are more likely to get cast and have a compelling story line, ultimately because it fits the narrative the producers are trying to portray.”
Megan Boyle, PR expert
“This could be by appearing less threatening, forming alliances, or being more entertaining, to further their chances of winning.”
And playing up to these traits could be the reason why they were cast in the first place:
“Different reality shows cater to different dramas,” says Megan.
“While a dating show might look for outgoing personalities who create romantic entanglements, a survival show may prefer those who show strategic thinking and physical prowess.
“Contestants who embody these traits are more likely to get cast and have a compelling storyline, ultimately because it fits the narrative the producers are trying to portray.”
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