Published Sep 08 2023

‘What Happens Next?’: Does Influencer Culture Have a Dark Side?

Susan
Carland
Academic, author and social commentator
Kate fitch
Senior Lecturer, Communication and Media Studies, Faculty of Arts
Olivia white
Influencer and content creator
Jo stanley
Co-Founder and CEO, Broad Media

Influencers, 70 per cent of whom are women, are often dismissed, even though they’re an economic force estimated to generate $21 billion in activity this year. Are gender roles to blame?

In this new episode of Monash University’s podcast, “What Happens Next?”, our guests look into the societal perceptions surrounding feminised labour.

 
 
 

Host Dr Susan Carland delves into the influence of stereotypes on public perception of influencers. We also discuss the experience of living a life where every moment is an opportunity for content creation and the potential impact it may have on one's well-being.

Dr Kate Fitch from Monash's School of Media, Film and Journalism, provides insight into the billions of dollars the influencer marketing industry creates. Based on findings by Ogilvy's research, its worth has surged from $1.7 billion to $16.4 billion over the past eight years.

Well-known influencer and content creator Olivia White gives us a first-hand account of the negative perceptions of the industry. She provides a fascinating behind-the-scenes insight into the life of a professional content creator. 

Jo Stanley, the CEO of Broad Radio and a prominent broadcaster, delves into the profound influence of gender norms and stereotypes on the media landscape. She highlights how the internet has ushered in a new era of empowerment for women, enabling them to break into an area historically dominated by men.

Additionally, Jo explores the intriguing dynamics between the public and private spheres and delves into the captivating concept of parasocial relationships.

 

“It's not surprising that influencer culture is readily branded as women's work and often framed as frivolous and demeaning in terms of the labour. I think the work that's done to maintain visibility online is not particularly visible work, particularly if they're striving to show their everyday and authentic life.” – Dr Kate Fitch

We’ll be back next week with part two of this series: “What Can Influencers Teach Us About Women and Work?”

Don’t miss a moment of season eight of What Happens Next? – subscribe now on your favourite podcast app.

Already a subscriber? You can help other listeners find the show by giving What Happens Next? a rating and review.

 

Listen to more What Happens Next? podcast episodes

About the Authors

  • Susan carland

    Director, Bachelor of Global Studies, and Lecturer, School of Language, Literature, Cultures and Linguistics

    Susan's research and teaching specialties focus on gender, sociology, contemporary Australia, terrorism, and Islam in the modern world. Susan hosted the “Assumptions” series on ABC’s Radio National, and was named one of the 20 Most Influential Australian Female Voices in 2012 by The Age.

  • Kate fitch

    Senior Lecturer, Communication and Media Studies, Faculty of Arts

    Kate has diverse research interests, including communication, media and cultural industries, with a focus on public relations in relation to gender, culture and history. Her recent research focuses on the historical development of Australian public relations and public relations in contemporary and promotional culture.

  • Olivia white

    Influencer and content creator

    influencer and content creator

  • Jo stanley

    Co-Founder and CEO, Broad Media

    Co-Founder and CEO, Broad Media

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