Four keys to think about the influencers boom

Social networks have given rise to a new type of public persona that their followers have made famous: the influencer.

What is influence

Influence, according to Merriam-Webster, means “to affect or alter by indirect or intangible means”. In other words, it is a capacity that we recognize in people who we believe have authority, based on their knowledge and experience.

Who were influencers before social networks

Before the revolution of social media, at the time of the mass media, public influence was exercised by people quoted by the press, radio, television, and cinema: politicians, artists, athletes and, of course, the journalists themselves (especially those dedicated to criticism).

Why social networks have changed the dynamics of influence

Social networks, by diversifying access to public communication platforms (websites, blogs, networking sites and spaces to share images and videos), have led to the gradual de-professionalization of criticism and the emergence of amateurs as arbiters of taste.

Reconnect influence with authority

Influence, deep down, has to do with authority, and the authority (of the one who knows, not of the one in charge) is exercised in limited fields of knowledge in which the public recognizes the moral strength of the influencer’s opinions and certainties.

Profesor universitario, conferenciante y escritor. Professor, Speaker and Writer. Cultura digital. Digital culture.

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