What Can Influencers Teach Us About Women and Work?

13.10.23
What Happens Next?
What Can Influencers Teach Us About Women and Work? | 89

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They’re in your social media feeds, on YouTube, and these they’re days even appearing in movies. The rise of influencer culture has been meteoric, but what’s going on behind the selfie stick? And what does it have to do with gender dynamics?

This episode of Monash University’s "What Happens Next?" podcast, hosted by Dr Susan Carland, features insightful discussions with experts in the field, including public relations academic Dr Kate Fitch; Jo Stanley, co-founder and CEO of Broad Radio; and content creator Olivia White, all of whom bring their unique perspectives to the table.

Being an influencer is not just a hobby or part-time gig – it's a billion-dollar industry primarily powered by women. Nevertheless, male influencers are paid about 30 per cent more than female influencers. Kate explains that the pay gap is only the tip of the iceberg of gender inequity in this precarious line of work.

Jo, a veteran broadcaster, highlights that content creation requires a high level of skill. Influencers and content creators are adept at understanding and conveying stories that resonate with their audiences, making it appear effortless to connect with followers.

She also points out that traditional media has been slow to include female voices, perhaps as a result of unconscious bias. The rise of the internet presented an opportunity for female creators to carve out digital spaces for themselves, democratising content creation.

Mommy-blogger-turned-social-media-influencer Olivia talks about the struggle to balance authenticity with privacy. She discusses the ethics of sharing information about her children online, as well as the threat of cancel culture and algorithm changes that all influencers face.

A full transcript of this episode is available on Monash Lens.

Learn more:

• Wives, secretaries, bodies: How times have changed in the PR world
• How the Australian Women's Weekly spoke to '50s housewives about the Cold War
• Empathy, inclusivity key to achieving gender equality

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