Branding daily life: Fashion influencers as market actors in the social media economy

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Fashion bloggers, Instagrammers, YouTubers, and beauty vloggers have been described under the term “influencers” - micro-celebrities who accumulate followers on social media and promote themselves and the brands and products that hire them. Influencers qua micro-celebrities manage and commodify their images, personas, and content in order to construct affective relationships with their audiences. They do this in the form of “glamour labor, " i.e., constant online self-promotion and self-fashioning mediated through affect and the body. In spite of their growing presence, little attention has been paid to the cultural and technical knowledge influencers develop to create meaningful content around brands and products. Drawing on interviews with Chilean social media influencers in the field of fashion (N: 35), and visual and textual analysis of a sample of 90 Instagram stories, this chapter analyzes how influencers’ calculations - economic and cultural - commodify their knowledge to support brands and themselves. This analysis reflects on how influencers experience the commercialization of their knowledge through digital platforms in the social media economy.

Idioma originalInglés
Título de la publicación alojadaThe Routledge Companion to Fashion Studies
EditorialTaylor and Francis
Número de páginas9
ISBN (versión digital)9780429554964
ISBN (versión impresa)9781138337640
EstadoPublicada - 1 ene. 2021
Publicado de forma externa


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