Cultures of Authenticity

0564398 - SOÚ 2024 RIV GB eng M - Monography Chapter
Heřmanová, Marie
‘I’m Always Telling You My Honest Opinion’: Influencers and Gendered Authenticity Strategies on Instagram.
Cultures of Authenticity. Bingley: Emerald Publishing, 2023 - (Heřmanová, M.; Skey, M.; Thurnell-Read, T.), s. 231-245. ISBN 978-1-80117-937-9
R&D Projects: GA MŠMT EF18_053/0016983
Institutional support: RVO:68378025
Keywords : Influencer * Instagram * gender * Czech Republic * authenticity bind * performance
OECD category: Sociology

The chapter addresses the world of Instragram influencers but offers a very fresh perspective by focusing on the gendering of claims to authenticity on social media. The author observes how high-profile male and female Czech influencers are required to navigate an authenticity bind (Duffy and Hund, 2019) through two key strategies: the opinion-leader strategy and the community-building strategy. Men rely predominantly on the opinion-leader strategy while women position themselves as community builders. By focusing on the communicative strategies of the influencers, Hermanova offers an analysis of authenticity as performative process, rather than a static concept, that gets negotiated in everyday interactions between influencers and their followers.


Permanent Link: https://hdl.handle.net/11104/0336070