Break the Internet [electronic resource] : In Pursuit of Influence

Yallop, Olivia2021

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Summary

Break the Internet takes a deep dive into the influencer industry, tracing its evolution from blogging and legacy social media such as Tumblr to today’s world in which YouTube, Instagram and TikTok dominate. Surveying the new media landscape that the rise of online celebrity has created, it is an insider account of a trend which is set to dominate our future – experts estimate that the economy of influence will be valued at $24 billion globally by 2025.Olivia Yallop enrols in an influencer bootcamp, goes undercover at fan meetups and shadows vloggers, Instagrammers and content creators to understand how online personas are built, uncovering what it is really like to live a branded life and trade in a ‘social stock market’. From mumfluencers and activists to governments and investors, everyone wants to build their online influence. But how do you stay authentic in a system designed to commodify identity? Break the Internet examines both the dangers and the transformative potential of digital culture.