To see and be seen : gynaeopticism and platform surveillance in influencer marketing

• The focal point of this chapter is surveillance practices in relation to social media influencers and digital marketing. The aim is to examine how the idea of surveillance can be expanded to include both social and technological aspects that work at individual, peer, and top-down levels. Drawing on examples from the Swedish influencer industry, we discuss and problematise how surveillance can be understood in such a context and how different dimensions of surveillance are manifested, exploited, and contested. The chapter concludes that participatory and gendered peer- and self-surveillance are an inherent part of influencer culture, and that the commercial success of influencers depends upon these practices. Similarly, platform surveillance and data mining connected to digital advertising can be understood as part of a contemporary commercialised surveillance culture that is closely related to both digital technology and the political economy of the influencer industry.

Ämnesord

SAMHÄLLSVETENSKAP  -- Medie- och kommunikationsvetenskap -- Medievetenskap (hsv//swe)

SOCIAL SCIENCES  -- Media and Communications -- Media Studies (hsv//eng)

HUMANIORA  -- Annan humaniora -- Kulturstudier (hsv//swe)

HUMANITIES  -- Other Humanities -- Cultural Studies (hsv//eng)

Nyckelord

influencer culture

surveillance

gynaeopticon

platform surveillance

media monitoring

media and communication studies

medie- och kommunikationsvetenskap

marketing

marknadsföring

genusvetenskap

gender studies

Publikations- och innehållstyp

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