Does Influencer Culture Have a Dark Side?

06.10.23
What Happens Next?
Does Influencer Culture Have a Dark Side? | 88

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This week on “What Happens Next?”, we’re kickstarting a new series on influencer culture.

Did you know roughly 70 per cent of influencers identify as female? Specific industry research indicates that this percentage can be even higher on certain platforms, for instance, 80 per cent of content monetisation influencers on Instagram are women.

In this new episode of Monash University’s podcast, “What Happens Next?”, Dr Susan Carland and expert guests look into the societal perceptions surrounding feminised labour. We delve into the influence of stereotypes on public perception of influencers. We also discuss the experience of living a life where every moment is an opportunity for content creation and the potential impact it may have on one's well-being.

Dr Kate Fitch from Monash University's School of Media, Film and Journalism, provides insight into the billions of dollars the influencer marketing industry creates. Based on findings by Ogilvy's research, its worth has surged from $1.7 billion to $16.4 billion over the past eight years.

Well-known influencer and content creator Olivia White gives us a first-hand account of the negative perceptions of the industry. She provides a fascinating behind-the-scenes insight into the life of a professional content creator. 

Jo Stanley, the CEO of Broad Radio and a prominent broadcaster, delves into the profound influence of gender norms and stereotypes on the media landscape. She highlights how the internet has ushered in a new era of empowerment for women, enabling them to break into an area historically dominated by men.

Additionally, Jo explores the intriguing dynamics between the public and private spheres and delves into the captivating concept of parasocial relationships.

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

Learn more:

• Dwelling on the positive: Escaping the pull of online 'bodily perfection'
• Smart-home technology in need of a gender reboot
• There's a fundamental need to reverse the 'pink recession'

We'll be back next week with part two in this series, "What Can Influencers Teach Us About Women and Work?".

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