How "Influencing" Became an Industry (w/ Emily Hund)

Emily Hund is the author of The Influencer Industry: The Quest for Authenticity on Social Media. Today she joins to discuss how "influencing" turned from something bloggers did, organically, to a giant industry where powerful commercial interests try to manufacture authenticity. Influencers are a paradox, because they have to work very hard in order to appear real, and if they ever stop seeming real they stop being paid. Hund takes us behind the curtain to try to sort out what's real and what's artificial in the frequently dystopian world of social media influence."What began as a belief, perhaps naive in retrospect, about the "realness" of early bloggers and digital content creators has, through the influencer industry's development, been transmuted into a particular aesthetic, textual vocabulary, and technological infrastructure leveraged by a wide range of people and groups for financial and ideological gain. Authenticity among influencers is not necessarily spontaneous, if it ever was; it is inextricable from the commercialism that now ensconces digital interactions." — Emily Hund