EP 695 Influencers Becoming More Influential than Journalists for Young People

 

The Reuters Institute has published a study indicating that TikTok influencers and celebrities are increasingly taking over from journalists as the main source of news for young people.  What started out as a hobby for many in the 2010’s when the recession hit many job sectors hard has become a a dollar soaked industry for some who can use their authentic voice to attract followers awaiting their next post, picture or video to tell them how to dress, shop, interact or think.  While most people in this industry do not make the big bucks, just as in the podcasting world, a few have become cash cows for marketers who give them product to promote or lavish substantial endorsement deals on them.  The cost of entry to attempt to make your mark is low and can lead some influencers to enjoy success on stage, film and in high-end ad campaigns.  Our guest, Emily Hund, has written “The Influencer Industry: The Quest for Authenticity on Social Media.”  We explore this growing sector and its impact on us as individuals and our society.

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