The True Meaning of Social Media Influencers
Defining Influencers in the Digital Age
In today’s digital age, the term "social media influencer" has been abused to the point that even those with just a few hundred followers are claiming to be just that. But what does it truly mean to be an influencer? Universiti Kebangsaan Malaysia Anthropology and Sociology senior lecturer Dr Velan Kunjuraman sheds light on the matter.
Classifying Influencers
According to Dr Velan, claiming to be an influencer depends on several factors, including engagement rate, content quality, niche authority, and platform activity. Genuine influencers are classified into four categories based on their follower numbers: nano-influencers (1,000-10,000 followers), micro-influencers (10,000-100,000 followers), macro-influencers (100,000-1 million followers), and mega-influencers (over 1 million followers).
The Dramaturgical Perspective
Dr Velan cites Canadian-born American sociologist, social psychologist, and writer Erving Goffman, who defines influencers as front-stage performers who craft their public personas to resonate with audiences. This perspective highlights the importance of authenticity and integrity in the influencer’s public image.
Consequences of Misleading Portrayals
However, many social media influencers equate success with wealth, misleading younger audiences to devalue education and moral principles. This contributes to a form of false consciousness, diverting individuals from deeper societal values and aspirations. The aspirational lifestyles portrayed by some influencers drive their popularity, particularly with younger demographics, but often misrepresent reality or universal ideals.
The Risks of Over-Reliance on Influencers
Dr Velan warns that excessive reliance on influencers could diminish the public’s ability to think independently and make informed choices. Moreover, many individuals seek approval from influencers, often at the cost of personal growth and critical reflection, fostering brain rot – the stifling of independent thinking through the relentless consumption of curated content.
The Concerns of Trust and Authenticity
Despite their large following, some influencers face trust deficits due to unmet audience expectations or a lack of transparency. Food reviewers might lose credibility if their endorsements fail to reflect the actual quality of the dishes they highlighted. Trust relies on maintaining integrity and authenticity, and such dependency can have negative consequences.
The Public’s Growing Concerns
Public opinions have revealed growing concerns about the ethics and authenticity of influencers, sparking discussions about their roles and responsibilities in society. As the landscape of social media continues to evolve, it is essential to re-examine the notion of influence and its impact on individuals and society.
Conclusion
As the line between reality and curated content becomes increasingly blurred, it is crucial to recognize the importance of authenticity and integrity in the world of social media influencers. By acknowledging the risks of over-reliance on influencers, we can work towards a more informed and critical online community.
Frequently Asked Questions
- What defines an influencer in the digital age?
An influencer is defined by a combination of factors, including engagement rate, content quality, niche authority, and platform activity. - How many followers does an influencer need to have to be considered genuine?
Influencers are classified into four categories based on their follower numbers: nano-influencers (1,000-10,000 followers), micro-influencers (10,000-100,000 followers), macro-influencers (100,000-1 million followers), and mega-influencers (over 1 million followers). - What are the consequences of over-reliance on social media influencers?
Excessive reliance on influencers can lead to a loss of independent thinking, a lack of informed choices, and a diminished ability to evaluate information critically.