The Influencer Industry
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Krátky popis
A critical history of the social media influencer’s rise to global
prominenceBefore there were Instagram likes, Twitter hashtags, or
TikTok trends, there were bloggers who seemed to have the passion
and authenticity that traditional media lacked. The Influencer
Industry tells the story of how early digital creators scrambling
for work amid the Great Recession gave rise to the
multibillion-dollar industry that has fundamentally reshaped
culture, the flow of information, and the way we relate to
ourselves and each other. Drawing on dozens of in-depth interviews
with leading social media influencers, brand executives, marketers,
talent managers, trend forecasters, and others, Emily Hund shows
how early industry participants focused on creating and monetizing
digital personal brands as a means of exerting control over their
professional destinies in a time of acute economic uncertainty.Over
time, their activities coalesced into an industry whose impact has
reached far beyond the dreams of its progenitors—and beyond their
control. Hund illustrates how the methods they developed for
creating, monetizing, and marketing social media content have
permeated our lives and untangles the unforeseen cultural and
economic costs. The Influencer Industry reveals how, in an
increasingly fractured and profit-driven communications
environment, the people we think of as “real” are merely those who
have learned to exploit the industry’s ever-shifting constructions
of authenticity.
Výber kníh autorov
Princeton University Press ,
Emily Hund
Zobraziť všetky knihy autora
Princeton University Press,
Emily Hund
Výber kníh vydavateľa
Slovart
Zobraziť všetky knihy vydavateľa
Slovart
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