The e-Marketplace of the Self: Understanding Influencer Representation of the Authentic Self
Date
2022-06-29
Authors
Clazie-Thomson, Sascha
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Abstract
This project examines how influencers present and shape their ‘self’ to meet audience demands for authenticity while integrating their own economic imperative for profitability. Using literature by Foucault and Keane to define authenticity and the self, this project surveyed eleven influencers to better understand how they authentically present their ‘self’ while simultaneously integrating sponsored content into their social media. It was found that influencers strive for an authentic portrayal of the self. This authentic portrayal often manifests as an articulation of an element of their internal ‘self’ to the external audience. Since this articulation is consistent with the influencer's internal ‘self’, the expression is
understood as authentic to the influencer. Furthermore, careful consideration of which brands the influencer feels aligns with their personality also allows them to reconcile some of the tension between authenticity and marketability.
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Keywords
Michel Foucault, Webb Keane, Self, Authenticity, influencer, content, creator, Instagram, Tik Tok, Youtube, Representation, The e-market of the self