While deputies discuss the supervision of influencers, Stéphanie Marty, lecturer at the Paul-Valéry-Montpellier-III University, returns to the ambivalent feelings that these personalities as criticized as they are inspired by. p>
words collected by Pauline Croquet
To combat the abuses of influence marketing, the deputies work in several law proposals aimed at supervising the activity of influencers on social networks. Stéphanie Marty, Lecturer in information and communication sciences at the Paul-Valéry-Montpellier-III University, returns to the outlines and challenges of these new professions from social networks.
MPs wish to register in the law a legal definition of the term “influencer”. Is there one in the academic world?
precisely define the contours of what an influencer is – and what it is not – has always been complex for the academic community. The influencer has long been defined as a person who publishes content on a platform, but the question of the monetization of audiences has shaken the definition. Another difficulty: there are a multitude of types of influencers, with very disparate issues and objectives.
We will therefore find typologies of influencers by sector and by content. There are, for example, “Way of Life” influencers who share their lifestyle, make vlogs and confidences to their followers. We will also have those who are turned towards beauty, cosmetics, others towards sport or travel.
Their practices are quite close in the end. These are production of online content, with apparently more or less worked post publications and connected to tags and swipe up [thumb -up from the bottom to the top, especially on Instagram] to redirect to private establishments or public. Thanks to these collaborations, they monetize their audiences and draw a remuneration.
There is however a category in its own right which seems to emerge: influencers from reality TV, which are often At the heart of debates about influence. What do they have different?
They acquired a reputation before creating their account on the Socionummeric networks. They also often work for the same Multi-Channel Networks (MCN, Multichaînes networks), agencies that orchestrate their online presence. So, unlike others, they belong to a network that creates a kind of extension – virtual – of a “family” that already existed physically at the time of their reality show. This large “family” is staged in their online activities, with permanent rebounds between their accounts and the accounts of their friends, cross content. What also puts them aside is that they are, I think, more victims of the controversies and criticism of their credibility.
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