Media International Australia· 2016Q1
Visibility labour: Engaging with Influencers’ fashion brands and #OOTD advertorial campaigns on Instagram
- 851citations
- Q1SCImago
- 2016year
Short summary
Young women on Instagram engage in "visibility labour" by creating advertorial content (e.g., #OOTDs) for influencer fashion brands, often without compensation, in an attention economy.
AI-generated from the title and abstract; the full text is not read.
Key points
- Young women on Instagram perform "visibility labour" by creating advertorial content for influencer fashion brands.
- Practices include using tags, reposts, and #OOTDs (Outfit Of The Day) to emulate influencers.
- This user-generated content functions as advertising but is often uncompensated.
- The phenomenon is driven by an attention economy that profits from this creative, yet exploitative, work.
AI-generated from the title and abstract; the full text is not read.
Abstract
Influencer commerce has experienced an exponential growth, resulting in new forms of digital practices among young women. Influencers are one form of microcelebrity who accumulate a following on blogs and social media through textual and visual narrations of their personal, everyday lives, upon which advertorials for products and services are premised. In Singapore, Influencers are predominantly young women whose commercial practices are most noted on Instagram. In response, everyday users are beginning to model after Influencers through tags, reposts and #OOTDs (Outfit Of The Day), unwittingly producing volumes of advertising content that is not only encouraged by Influencers and brands but also publicly utilised with little compensation. Drawing on ethnographic fieldwork among Instagram Influencers and followers in Singapore, this article investigates the visibility labour in which followers engage on follower-anchored Instagram advertorials, in an attention economy that has swiftly profited off work that is quietly creative but insidiously exploitative.
The authors' abstract, as published at the source. Media International Australia, 2016 · DOI ↗
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Field: Gender Studies
Gender StudiesSocial Sciences