While Instagram influencers may have started out as ordinary people documenting their everyday life through a stream of photographs, they are increasingly emerging as an intermediary between advertisers and consumers. This study examines the professionalization of Instagram influencers, combining data from 11 interviews with travel influencers with a visual and textual content analysis of their 12 most recent Instagram posts ( N = 132). We show how the increasing professionalization of the influencer steers their relationship with their audience, the advertisers they work with, and the platform Instagram. We argue that, for the Instagram influencer to be perceived as successful, they need to negotiate a tension: they need to appear authentic, yet also approach their followers in a strategic way to remain appealing to advertisers. Although Instagram influencers are seen as more trustworthy than traditional forms of advertising, this tension ultimately leads to a standardization of the content shared by influencers.

In this paper we explore what the notion of ‘authenticity’ stands for in contemporary discourses about social media. In particular, we question whether some of the discourses around authenticity on social media share the same ethical commitment to a democratic recognition of and engagement with the Other that early modern philosophical accounts argued for.

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In this paper, we explore the experience and performance of gender online in Second Life, currently one of the most popular virtual world platforms. Based on two collaborative autoethnographic projects, we propose that gender has to be explored at the intersection between our own situated perspective and the vision embedded in the social and technical infrastructure of the virtual world. For us, the visual element of a 3D world further frames the representation and performance of gender, while technical skill becomes a crucial factor in constructing our ability to play with this performance. As we recollect and interrogate our own experiences in SL, we argue that the relation between gender and virtual worlds is a complex and multifaceted one, proposing our positioned account of experiencing this relation. It is critical, we suggest, that studies of mediated experience in virtual worlds take into account the position of the researcher in ‘real’ life (IRL) as well as the dominant discourses of the environment they are immersed in. In this we must also be critical, of ourselves, our assumptions, as well as the environment itself.

Scholars of both resource mobilization theory and new social movement theory recognize leadership as integral to traditional social movements. Following global protest movements of 2011, some now characterize movements relying on social media as horizontal and leaderless. Whether due to an organizational shift to networks over bureaucracies or due to a change in values, many social movements in the present protest cycle do not designate visible leadership. Does leadership in social media activism indeed disappear or does it take on new forms? This paper undertakes an in-depth analysis of data obtained through interviews, event observations and analysis of media content related to three Canadian cases of civic mobilization of different scale, all of which strategically employed social media. The paper proposes a conceptual framework for understanding the role of these mobilizations' organizers as organic intellectuals, sociometric stars and caretakers. By looking closely at the three cases through the lenses offered by these concepts, we identify the specific styles that characterize digitally mediatized civic leadership.