What Happens Next? Hosted by Dr Susan Carland
Does Influencer Culture Have a Dark Side?
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Episode notes
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% of influencers identify as female? Specific industry research indicates that this percentage can be even higher on certain platforms, for instance, 80% of content monetisation influencers on Instagram are women.
In this new episode of Monash University’s podcast, “What Happens Next?”, our guests look into the societal perceptions surrounding feminized labor. 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 Faculty of Arts, provides insight into the billions of dollars the influencer marketing industry creates. Based on findings by Ogilvy's research, the 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 para-social relationships.
Learn more:
Hustle and hype: the truth about the influencer economy | Fashion industry | The Guardian
How influencer ‘mumpreneur’ bloggers and ‘everyday’ mums frame presenting their children online
The Real Difference Between Creators and Influencers - The Atlantic
Broad Radio: Australia's first network for women, by women
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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