Deadline recently captured the prevailing mood surrounding the current season of Dancing With The Stars with the headline, “Guillermo Rodriguez is finally getting his moment.” The beloved sidekick to late-night host Jimmy Kimmel, currently paired with professional dancer Witney Carson, has emerged as the most unlikely and compelling success story of the competition. While his journey on the ballroom floor has been marked by technical challenges, his presence has ignited a massive, dedicated fan base. As viewers tune in week after week to witness his progress, psychologists and pop culture analysts are pointing to a specific social phenomenon to explain his sudden, widespread popularity: “Basking in Reflected Glory,” or BIRG.
The Enduring Appeal of the Underdog
Rodriguez’s rise to prominence is, in many ways, an extension of the persona he cultivated long before stepping onto a dance floor. Having transitioned from his role as a quirky, unassuming security guard to a staple of late-night television, he arrived on the Dancing With The Stars set with a pre-existing audience. For years, fans have been drawn to his ability to deflect ego and remain resolutely himself in an industry often defined by artifice. In an era where the boundary between the curated online persona and reality feels increasingly blurred, Rodriguez’s brand of authenticity has become a rare commodity.
His appeal is rooted in his transparency; he is consistently willing to admit when he is out of his depth. This vulnerability, coupled with a total lack of pretense, has endeared him to a wide spectrum of viewers. The discourse surrounding his performances often highlights this refreshing quality. One commenter on the Deadline report summarized the sentiment succinctly: “The world needs more Guillermos and especially now!” This desire for genuine, unpolished human interaction has fueled his success. Even as his dancing scores occasionally falter, his commitment to the process remains evident.
In one memorable moment, Rodriguez pulled open his shirt to reveal the phrase “Dancing 4 The People” written on his chest. It was a clear, humble acknowledgement that his continued presence in the competition is a testament to the passion of his fans rather than his technical proficiency. At a time when many viewers report feeling overwhelmed by the stresses of modern life, watching an underdog persevere against the odds provides a form of emotional catharsis. His ability to show up, do his best, and laugh at his own limitations has made him an inspirational figure for those who feel the pressure of constant, high-stakes competition in their own lives.
Success Feels Good, Even When It’s Not Ours
The central mystery surrounding Rodriguez’s tenure on the show is his resilience in the face of elimination. While other contestants may possess higher technical skills and more polished routines, Rodriguez continues to survive round after round. The outpouring of support is not merely incidental; it is a manifestation of the BIRG phenomenon. Coined by social psychologist Robert Cialdini in the 1970s, BIRG describes the psychological rush fans experience when a person or team they identify with achieves a victory. It is a vicarious emotional high, a sense of personal accomplishment derived from the success of another, even when the fan has played no role in the outcome.
Cialdini’s research suggests that by publicly aligning oneself with a “winner,” an individual can bolster their own positive self-image and self-esteem. BIRG functions as a tool for impression management—a way for people to broadcast their own values and tastes by associating themselves with a public figure currently enjoying a "moment." When an underdog like Rodriguez gains momentum, that momentum becomes a collective project. Fans don’t just watch him; they participate in his journey, feeling as though his survival is a win for the viewers themselves.
This phenomenon is the driving force behind the merchandising machines that surround sports teams and celebrities—the proliferation of team jerseys, bumper stickers, and aesthetic trends that signal membership in a specific fan base. When a person is perceived as “having a moment,” the impulse to jump on board is strong. In the case of Dancing With The Stars, this has translated into a massive voting bloc that keeps Rodriguez in the competition regardless of the judges’ scores.
The influence of this phenomenon has even permeated the judges’ table. Derek Hough, a professional dancer and judge, noted, “Just like everybody else, I’m obsessed with you.” Similarly, judge Bruno Tonioli remarked, “I understand why you’re becoming a national obsession.” The show’s official Instagram account echoed this sentiment, posting, “We couldn’t be more obsessed with Guillermo and Witney’s Samba” following an episode where the pair received a score of 13 out of 30. Despite the low technical marks, the sheer volume of audience votes ensured that Rodriguez and Carson would return to the floor the following week.
The Flip Side of BIRG: The Risk of Failure
However, the psychological investment in a celebrity’s success carries a distinct risk. Because BIRG relies on a strong sense of identity with the “winner,” the prospect of that person losing can be deeply uncomfortable for the fan. Research indicates that when a favored entity begins to falter, fans often resort to “Cutting Off Reflected Failure,” or CORFing. This is the classic shift in language from “we won” to “they lost.” By creating psychological distance between themselves and the failing entity, fans can protect their self-esteem and maintain a positive self-image.
Yet, before fans reach the point of abandonment, they are often highly motivated to prevent the failure from occurring in the first place. This explains the intensity of the support for Rodriguez and the occasional friction it creates within the fandom. Some viewers, loyal to other, more technically proficient contestants, have expressed frustration, even suggesting that the show’s voting process is being manipulated. Comments on social media platforms have included pleas for his elimination, with some viewers bluntly stating, “He needs to go home, that is not dancing!”
These reactions highlight the stakes involved in the BIRG process. When fans feel that their “win” is being threatened by the success of others—or by the perception that the competition is rigged—the defensive response can be quite vocal. The tension between those who value technical dance precision and those who value the narrative of the underdog creates a polarized environment, one that only heightens the interest in each passing episode.
As the season progresses, Rodriguez’s fans show no signs of wavering. They continue to vote in massive numbers, effectively insulating their favorite against the traditional metrics of the competition. Whether this momentum will carry Rodriguez all the way to the coveted mirror ball trophy remains the season’s most intriguing question. For now, the audience’s commitment serves as a compelling case study in the power of social identification. It is a reminder that in the world of entertainment, the connection between the performer and the audience is often less about the technicality of the craft and more about the shared emotional experience of the journey. Whether or not Rodriguez can dance his way to the final, he has already succeeded in proving just how influential the phenomenon of basking in reflected glory can be.
