Suchergebnisse

Though politics and promotion have never been completely separate, the convergence between the two spheres is increasingly prominent in today's digital culture. To broaden our understanding of such promotional politics in social media, this paper examines commercial collaborations between four Swedish influencers and two private companies that offer services enabled by specific neoliberal reforms during recent decades, and how they strive to present these services in a way that attracts an affluent but socially conscious middle-class. It argues that the political potential of influencers might not always be as spokespersons for a cause or party, but rather as 'ideological intermediaries' who promote a lifestyle to be inspired by, and aspire to. The analysis identifies the discourses that influencers draw on to achieve the promotional and ideological outcomes of commercial collaborations, as well as the authenticity labour that they perform in the texts. Further, the paper analyses how notions of authenticity also impact audiences' interpretation and politicization of the collaborations, in the comment sections to the sponsored blogposts.

Politically motivated criticism of influencer collaborations with certain brands or organisations is a recurring feature on social media today. This article is based on a case study of followers' reactions to collaborations between two popular Swedish influencers and Visit Dubai, the governmental tourism agency of the United Arab Emirates. Drawing on critical discourse analysis, the article takes a sociocultural approach to influencer marketing and examines how and why politicisation happens in comments to sponsored posts. The analysis focuses on discursive struggles over the construction of political issues and the role of influencers, as well as expressions of perceived interconnectedness and authenticity work among followers. It offers a qualitative understanding of audience perceptions of influencers' political power and responsibilities, and argues that this is connected to how the role of influencers is constructed – as a friend or as promotional professional.

Politically motivated criticism of influencer collaborations with certain brands or organisations is a recurring feature on social media today. This article is based on a case study of followers' reactions to collaborations between two popular Swedish influencers and Visit Dubai, the governmental tourism agency of the United Arab Emirates. Drawing on critical discourse analysis, the article takes a sociocultural approach to influencer marketing and examines how and why politicisation happens in comments to sponsored posts. The analysis focuses on discursive struggles over the construction of political issues and the role of influencers, as well as expressions of perceived interconnectedness and authenticity work among followers. It offers a qualitative understanding of audience perceptions of influencers' political power and responsibilities, and argues that this is connected to how the role of influencers is constructed – as a friend or as promotional professional.