TASTEMAKERS OF THE PLATFORM AGE: The cultural and economic work of social media influencers

This chapter explores the role of social media influencers as cultural intermediaries who mediate between production and consumption, shaping consumer tastes and market dynamics. Influencers operate at the intersection of authenticity and commerciality, engaging with audiences while promoting brands and products. Their activities blur the boundaries between passionate consumption and professional expertise, positioning them as key actors in the digital economy. Their work contributes to defining product qualities and influencing consumer decisions, making them integral to market formation. Markets are socio-technical networks where human and technological elements interact to create value. Influencers play a central role in this process by producing and circulating symbolic and economic value through branding, affective labor, and audience engagement. At the same time, influencers are embedded in an industry shaped by platform companies, branding agencies, and advertisers that control their visibility, monetization, and creative autonomy. These intermediaries impose commercial and algorithmic constraints, reinforcing power asymmetries that position influencers as both independent entrepreneurs and precarious cultural workers. The chapter first connects the concept of cultural intermediaries to the emergence of the social media economy. It then examines three key dimensions of influencer practices: authentic communication, influencer imaginaries, and platform evolutions and technical features. The final section explores the economic structures surrounding influencer work, situating them within commercial value chains alongside platform companies, branding agencies, and advertisers. The chapter concludes by outlining future research directions, including influencer activities in other realms like politics and the impact of emerging technologies like artificial intelligence.