This project investigates the role of influencers—people with large and devoted social media followings—in the digital media ecosystem. It will track online publishers’ evolving partnerships with influencers, as well as the phenomenon of journalists as influencers. Finally, it will examine how the position of influencers (and creators, in the parlance of social media platforms) as neither brands nor traditional users complicates their role in advertising, and what that means for emerging business models in journalism.
Project lead: George Tsiveriotis
January 01, 2018