Social media influencers : a new hybrid professionalism in the age of platform capitalism?
Sedda, Paola (University of Lille. GERiiCO Lab)
Husson, Oihana (University of Burgundy. CIMEOS Lab)
Maestripieri, Lara, ed. (Universitat Autònoma de Barcelona)

Imprint:	Palgrave Macmillan Cham, 2023
Abstract:	This chapter analyses the way social media influencers, acting in the context of communities of practice, participate in redefining professionalism and professional practices in the marketing and communications fields while promoting social values or advocating for a cause of public interest. Using a methodological approach based on interviews and ethnographic observation, the study considers influencers as a specific case of "hybrid professionalism" (Noordegraaf 2007) in which quantitative performance criteria, prescribed by platforms, are combined with creative logic and collective action. Centred on the promotion of authenticity and individual achievement, their commitment evokes the ethos of "artistic critique" (Boltanski and Chiapello 2011). Even though they claim recognition and expertise, these actors do not necessarily engage in a real process of institutionalisation, as the influence they exert among their communities mainly derives from their differentiation from institutional actors, allowing to make their messages of social change more visible. In an effort to go beyond traditional approaches, our perspective looks at professionals as actors of change who are constantly reframing their discourse on "professionalism" based on public demands and the emergence of new political and societal issues.
Rights:	Tots els drets reservats.
Language:	Anglès
Document:	Capítol de llibre ; Versió acceptada per publicar
Subject:	Hybrid professionalism ; Social media influencer ; Social influence ; Platform capitalism ; Collective action ; Community of practice
Published in:	Professionalism and Social Change. Processes of Differentiation Within, Between and Beyond Professions, 2023, p. 281-304, ISBN 978-3-031-31278-6

DOI: 10.1007/978-3-031-31278-6_13

Available from: 2025-08-05 Post-print

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