Identity in Communities and Networks

Social Media and the Curation of Identity: Taking a Closer look at Influencers

Abstract

This paper focuses on the curation of identity on social media, with a focus on influencers and those within the spotlight. The paper begins with discussing the complicated relationship general users have with influencers, and the high level of trust involved in their interactions. This follows into a paragraph regarding sponsored posts and discusses the idea that influencers must share all necessary information to their audience when promoting a brand or product. The next point highlighted in this paper is the expectations of how much an influencer should have to share, whilst also discussing this regarding general users. The concept of catfishing is also bought into play here, with the idea being relevant in various circumstances. The final discussion point is the curation of identity and its importance in a professional landscape.

Key Words: Identity, Social Media, Influencers, Catfishing

Introduction

Social media has allowed for the curated presentation of a persons’ identity. With applications such as Instagram, Facebook and Linkedin paving the way, individuals have the newfound opportunity to share their lives with public, in ways not previously possible. This uprise of the Web 2.0 has allowed for the up rise of social media influencers, and brings about the question of “is what we see on social media a reality.” Curated identities could potentially be harmful to impressionable users, particularly those of a young age. However, why should social media influencers be expected to show certain sides of themselves on their own personal accounts, and why should general users have any expectations about what they share, granted that it is politically correct. This also stems off into the rise of sponsored posts, and the effect that they can have on viewers. The concept of curated identities is also present within a discussion regarding online dating and catfishing, as well as having an important role within the occupational realm. Platforms such as Instagram and Linkedin allow users to curate an idealistic image of their life, knowledge of this disrupts the trust between user and social media influencer.

Curated Identities of Influencers

Social media influencers successfully curate an image that other social media users wish to interact with. Their perceived digital identity is followed en masse, with the focus of their accounts typically being on fashion, beauty or fitness. By gaining followers through well thought out, curated posts, nowadays, the concept of being a social media “Influencer” is considered a full-time job. In this day and age, “influencers amass followers through the content that they cultivate themselves, allowing audiences to step into their personal narratives (Forbes, 2016).” A personal connection is them created between influencer and follower. This is done through promoting brands through their posts, making the products seem relatable to the average consumer (Glucksman, 2017). Generally, these posts are made with an incentive to the influencer, whether this is through a payment, and/or free products being provided. With these individuals having a large followership, there would be many assumed pressures, such as being expected to look and behave certain ways, therefor their social media posts and brand affiliations should reflect this. Looking at fitness focused influencers, maintaining a healthy outer appearance is imperative, as is displaying a balanced diet and exercise regime. It begs the question that if a fitness influencer has received plastic surgery, or edits their body, should their viewers be made aware of this? Whilst this information is not owed to anyone (especially as users have made the personal choice to follower these influencers), when influencers begin uploading sponsored posts for diet products, or even selling their own fitness programs and applications, as many do, the trust between influencer and follower is broken. With knowledge about how easy it can be to curate a digital identity, trusting the self-presentation of an influencer can be difficult.

Sponsored Posts and Brand Ambassadorship

Sponsored posts on social media allow brands to connect with their intended target audience through an individual that they trust and admire. When an influencer collaborates with a brand, they become endorsers or brand ambassadors. “Their contribution to word-of-mouth through posts, pictures, and messages on their social networking profiles is an advantage for marketers looking to get in on the digital dialogue surrounding their brand (Forbes, 2016).” Much alike the ideas previously discussed regarding fitness influencers, endorsements require a high level of trust between follower and influencer. When beauty influencers post skincare regimes or makeup looks with certain sponsored products, it is assumed that their followers would experience a similar outcome if they used the endorsed product in the same way that the influencer did. However, unless plainly obvious, these outcomes posted by the influencer could easily falsified, with the use of Face Tune or Photoshop, as well as professional dermatologists or skin that does not necessarily require the products being endorsed. This example was seen when skincare brand, Proactiv, announced celebrity Kendall Jenner as a spokesperson for their company at the beginning of 2019 (Diaz, 2019). This campaign created a lot of controversy over social media, with speculations being that Proactive in no way had a hand in clearing Jenners’ skin. Unfortunately, there is no real way to know the truth about what has been falsified, which beckons social media users to not believe everything they see on the internet. Sponsored posts are a growing tool, used by marketers to reach certain market segments, with the integration of social aspects into product campaigns being an integral component of brand strategy says Forbes (2016). It is to no surprise that this method of marketing has grown, with it being more innovative and organic, than other traditional marketing approaches. However, this growing popularity of relationship between brand and ambassador, could lead to distrust from the consumer as there is no real way of deciphering the influencers true feelings towards the brand.

Amplified Expectations over Social Media

Expectations of appearance and behaviour are amplified over social media, not only for popular influencers, but also for regular users. It can be difficult for individuals to decipher what they should be sharing with their followers/friends, with social media adding a constant pressure to be present and available to others. Focusing on influencers, it is simultaneously expected that these individuals share everything with their followers, and yet they can be criticized for showing who they really are or for being “off-brand.” This begs the question, where should individuals draw the line on what they should be posting? Whilst general users and influencers alike, can post what they please on their personal accounts, creating a near perfect online persona is tempting. Yet despite the ease of curating a new identity, the practice of being “fake” is judged harshly, particularly on those in the spotlight. This idea of altering an identity is however not exclusively an online practice, with “the bounding of social situations works as an identity practice that is not dissimilar to the activity of creating different pseudonymous identities online discusses Frith and Van der Nagel (2015). Influencers rely on many things, with their ability to “influence followers through authenticity, confidence, and interactivity to create a connection between the follow and the brand” is one of their main tasks (Glucksman, 2017). However, there is an unimaginable pressure that comes along with needing to seem authentic, but also presenting a consistent, positive persona. It would be unfair to expect so highly of influencers, when their occupation is being scrutinised en masse. With knowledge that influencers are no different to a normal human being, deciphering what is real and what is fake in their lives can be a difficult task, that perhaps is one taken too seriously.

Catfishing and Presenting a False Identity

Catfishing can be described as an individual deceiving others online, completely falsifying their outer appearance and/or identity (Smith, Smith and Blazka, 2017). This online trend is an important factor to discuss when looking at the idea of curating and presenting a digital identity, particularly for those who profit from their social media accounts. Many see creating an online persona, as a way to work at unresolved issues, and have a second chance in life, discusses Turkle (1997), however there are many other reasons for acting in creating a new identity, rising as an influencer is another primary reason. However, predominantly being considered as a term used within the realm of online dating, catfishing is generally seen when one individual utilizes the photographs of another, and claims them as their own. This can be in order to deceive or con others, and is a factor that many are increasingly weary of when forming relationships online, as well as following influencers/brand ambassadors online. It can be difficult to create a legal case for this matter, “as online impersonations are a relatively new concept legally speaking, there are not always specific laws in place” (Smith, Smith and Blazka, 2017). However, it is still an ongoing issue within the digital sphere. Some of the legal claims in response to catfishing would be for fraud, emotional distress, misappropriation of likeness and invasion of privacy, notes Smith, Smith and Blazka (2017). The simple possibility of being conned through the creation of a false identity can seemingly likely to many, cementing the distrust of online profiles by general internet users and influencers alike.

Online Identities and Professionalism

Forming a respectable digital identity is imperative when entering a job market. When applying for jobs, it is typically expected to include a link to a Linkedin profile, or to expect a search of social media accounts. Generally, if a person has a clean online presence, they could then be considered for a job, with employers screening job applications, as well as monitoring employees (Lam, 2016). It is expected in many professions for potential employees to have a Linkedin account, displaying their entire professional history. “The economic benefits of using social media for recruitment is easily seen through both efficiency and cost, as communication is often instantaneous and can reach a wide … range of audience” (Lam, 2016). Despite the many benefits with utilising social media in professional industries, it can be difficult to perceive and judge an individual’s identity through their personality as seen online. With 74 per cent of employers in a Deloitte LLP’s Ethics and Workplace Survey, having the knowledge that their organizations reputation could be destroyed or altered by social media, when not handled appropriately (Deloitte, as cited by Lam, 2016). Therefor an online curated identity is not an accurate depiction of a person, and how they would fit into a company. Whilst in theory this is a smart way to select candidates, an individual that may seem perfect on paper, or in this case on a screen, isn’t necessarily going to be a good fit for the job. Excluding individuals due to a subpar online presence is understandable for employers, however some people are simply better at curating themselves online than others.

Conclusion

Curating and presenting an identity in the digital sphere, is a process that leads to the inevitable questioning of truthfulness. Knowing how much time you spend creating an online persona, with no doubt could influence your trust of the online persona of others. Who is to say what is real and what is fake online, when the truth is only known to the individual. Seeping into many factors of life, with a focus on relationships, brand affiliations and job applications. A persons’ digital identity is a major part of their interactions on social media, and therefor carefully curating it would be imperative to their occupational and personal livelihood.  Therefore, it can be difficult to judge the what is true or false online, considering what a major part identities play in a digital sphere. This begs the question of how far will someone go to create a particular identity, and is doing so in any way morally wrong? Or is this simply a current factor of life in the age of Web 2.0.

Reference List

Diaz, T. (2019). Kendall Jenner Her New Skin-Care Deal During the Golden Globes. Retrieved from: https://www.refinery29.com/en-us/2019/01/220941/kendall-jenner-proactiv-commercial-acne-golden-globes-2019

Forbes, K. (2016). Examining the Beauty Industry’s Use of Social Influencers. Elon Journal of Undergraduate Research in Communications. 7(2), 78 – 87. Retrieved from:https://www.elon.edu/u/academics/communications/journal/wp-content/uploads/sites/153/2017/06/08_Kristen_Forbes.pdf

Glucksman, M. (2017). The Rise of Social Media Influencer Marketing on Lifestyle Branding: A Case Study of Lucie Fink. Rise of Social Media Influencer Marketing on Lifestyle Branding. 77-87. Retrieved from: https://www.elon.edu/u/academics/communications/journal/wp-content/uploads/sites/153/2017/12/08_Lifestyle_Branding_Glucksman.pdf

Lam, H. (2016). Social media dilemmas in the employment context. Employee Relations, 38(3), 420-437. Retrieved from https://search-proquest-com.dbgw.lis.curtin.edu.au/docview/1800475581?accountid=10382

Smith, L, R., Smith, K, D., & Blazka, M. (2017). Follow Me, What’s the Harm? Considerations of Catfishing and Utilizing Fake Online Personas on Social Media. Journal of Legal Aspects of Sport, 27, 32 – 45. https://doi.org/10.1123/jlas.2016-0020

Turkle, S. (1997). Constructions and Reconstructions of Self in Virtual Reality. In S. Kiesler (Ed.), Culture of the Internet. Hilldale, NJ: Lawrence Erlbaum Associates. Retrieved from: http://www.mit.edu/~sturkle/pdfsforstwebpage/ST_Construc%20and%20reconstruc%20of%20self.pdf

Van Der Nagel, E. and Frith, J. (2015). Anonymity, pseudonymity, and the agency of online identity: Examining the social practices of r/Gonewild. First Monday, 20(3), Retrieved from http://www.ojphi.org/ojs/index.php/fm/article/view/5615/4346

12 thoughts on “Social Media and the Curation of Identity: Taking a Closer look at Influencers

  1. Hey DSpear,
    Your paper was a very intriguing read, I think writing about online influencers can be tricky, but you have done it in a way that isn’t just portraying them as the bad guys, which I think is a really awesome way to approach it. You discuss some important elements in relation to influencers and identity, especially when discussing the “assumed pressures” that followers of such influencers feel. I feel that many people who interact with these ‘influencers’ are indeed trying to shape their identities to emulate these almost unreal lives these influencers are living.

    You also bring up an interesting viewpoint that these “influencers feel pressure to be authentic and it is unfair to expect so highly of them when their jobs are often scrutinised”. This is very true and many people often do not realise the pressure that having an online identity or influence can have. I often seem to think that influencers have it the best, but looking at this viewpoint I now see that many may struggle to ensure they are posting their authentic identity, as well as portraying a positive persona at the same time. Do you believe that most influencers are trying to be their authentic selves?, or do you think that what they are portraying on social media is just a false reality?
    I look forward to hearing from you.

    If you are interested I talk about social media in my paper also, I look more closely at the impacts that Facebook has had on teenage girls and their health. https://networkconference.netstudies.org/2019Curtin/2019/05/06/facebook-and-young-women-the-social-isolation-and-the-health-risks/
    Thanks, BMaddison

    1. Hi BMaddison,

      Apologies for the late reply, but I appreciate your feedback on my paper! Influencers are definitely an interesting group to examine and research, as they are eclectic and often harshly judged group.

      Yes they are that in their essence, influencers; therefore those who choose to follow them, are generally looking to shape their lives in a way that is replicable of the influencer! This can be both a positive and negative factor of social media, depending on which of the multitudes of factors you focus on.

      Exactly, it’s difficult enough as a general user of social media to choose what to share, but when your entire job relies on your personal social media identity, lines can blur and the public can forget that influencers are no different than themselves. Really the only difference is their job title.

      I think it’s hard to say whether or not influencers are authentic, as it’s hard to say whether you or I are authentic online. It’s a concept that can be endlessly researched, and whilst in some cases the authenticity is evident, it’s generally not something that’s so black and white.

      Thanks for your feedback, and I look forward to reading your paper.
      Kind regards, Danica

  2. Hi DSpear,

    Your paper was excellent and a pleasure to read. You brought up some interesting points and I agree with BMaddison that it was refreshing to see that you didn’t portray social media influencers in a totally negative light and instead tried to see things from their point of view. Something that came to mind while reading your paper is what happens when social media influencers personality or identity changes? What if something integral to that persons online identity changes or is no longer true? This idea goes alongside your idea that influencers feel pressure to be authentic.

    Adding to your ‘Sponsored Posts’ paragraph, another situation that could create distrust between the follower and influencer would be if a trusted and respected influencer endorsed an inauthentic or dodgy brand. An example of this would be YouTube’s BetterHelp scandal, where many influential Youtuber’s were caught promoting a problematic counselling app which caused fans to feel tricked and manipulated.
    Overall your paper was great.
    Thanks,
    Ryan

    1. Hi Ryan,

      Sorry for the delayed reply but thank you! Yes a lot of the research I had found generally spoke about influencers in a negative light, so attempting to piece together an unbiased, or at the least slightly more positive argument was an interesting task.

      Yes that’s a great point. I also wonder at what point does your social media self, become your true self? Particularly for those whos jobs are reliant on their social media identities.

      Sponsored posts are such a difficult topic to navigate, as yes their followers/viewers are generally quite trusting, so for an influencer to promote a product in which isn’t reputable could create massive waves. Yes I’ve read about that incident, and it’s a perfect example of trust being broken within this industry. I think that it’s important to remember that even though someone has a large followership, it doesn’t necessarily mean that they are experts in certain topics, particularly when it comes to mental and physical health.

      Appreciate the feedback,
      Danica

  3. Hi DSpear,
    Your paper was truly a pleasure to read! Alongside RThuys and BMaddison, I too appreciate your unique approach to this topic. You raised several interesting points that I took note of. One of your statements I especially liked was that it is “expected that these individuals share everything with their followers, and yet they can be criticised for showing who they really are or for being ‘off-brand’.”

    Recently, Rawvana, a vegan influencer on YouTube, was captured on camera eating fish. This footage circulated on various social network sites and ultimately, Rawvana was shamed publicly online and lost thousands of subscribers. Subsequently, she uploaded an apology video justifying her actions and letting her followers know that she is no longer vegan. Here, it is evident that influencers are expected to present their authentic self yet when they do, they are criticised mercilessly. It could also be argued that viewers are now rather quick to judge and are not as willing to offer influencers ‘second chances’. As seen with YouTuber Laura Lee and the current case of James Charles, YouTuber apology videos are heavily mocked and attacked for not being genuine, when really, how are we to know whether they are or not? What are your thoughts? Do you think fans and followers of influencers are, to an extent, becoming less loyal in the way that they will unfollow or unsubscribe as soon as one ‘scandal’ emerges? These examples also demonstrate that there is enormous pressure placed upon these influencers to remain authentic, as you argued.

    Looking forward to your response, and well done on such an excellent paper!
    Thanks,
    Devyn 🙂
    Check out my paper, if you’re interested: https://networkconference.netstudies.org/2019Curtin/2019/05/05/active-now-how-web-2-0-allows-for-the-formation-of-online-communities-capable-of-initiating-change-through-activism/

    1. Hi Devyn,

      Thanks for the feedback, and apologies for the late reply! Thank you, I very much enjoyed writing the paper in a perspective that differs from the usual.

      That’s so interesting, I hadn’t heard about the incident but yes that’s exactly what I meant in regards to the public having such high expectations! It’s normal for followers to put influencers up on a pedestal, and expect them to always stay perfectly on brand. When in reality, it’s perfectly normal and expected for individuals to change and grow as a person.

      Yes the James Charles case was interesting, and certainly one that gained mass attention. This brings into light the topic of cancel culture, and how as you mentioned, we do not allow influencers a second chance, regardless of how small the “mistake” was. In my opinion the entire scandal was definitely over dramatised, and it was unnecessary for the whole thing to be so public. However, there is no real telling whether they were being authentic or not, as only the individuals themselves would know. This example is evidence that yes, followers will unsubscribe/unfollow when something like this happens, however looking at the concept of cancel culture, it is typically seem as a bandwagon situation.

      I enjoyed hearing your opinions, and loved your feedback, thanks,
      Danica

  4. Hi DSpear,
    I really enjoyed reading your paper as social media influencers form part of our lives due to our active social media use. You brought up some really good points to discuss and to analyze in your paper. I really enjoy reading the ‘Sponsor posts’ paragraph as it is pretty much relatable to everyone following influencers on social media. Due to those influencers that we appreciate we tend to fall for those sponsorships and purchase the items that they promote on their page or posts. Do you think that influencers try to portray their authentic self at certain point of time but the fact that false identity on social media is a trend they prefer to follow the trend rather than being themselves?
    I look forward to hearing from you.
    I also talk about social media in my paper, you can have a look if you want to.
    https://networkconference.netstudies.org/2019Curtin/2019/05/06/social-media-has-a-detrimental-connection-between-people-and-their-authentic-offline-self/

    1. Hi MSeechurn,

      Thanks for the feedback, and apologies for my reply being so delayed!
      Yes sponsored posts are definitely something that the majority of social media users have been witness to, therefore making it a really interesting and dynamic topic of discussion.

      Yes I definitely think that influencers act and perform in a way that they assume we expect from them, as it is their career riding on the line. It can be hard to tell what is authentic vs inauthentic, as humans change and grow all the time, so we shouldn’t have expectations for influencers to constantly remain on brand (as per how they began).

      Kind regards,
      Danica

  5. Hi DSpear,

    Great paper. I found it interesting when you asked whether “a fitness influencer has received plastic surgery, or edits their body, should their viewers be made aware of this?” I think this in important point to make as my opinion is that people who have had major work done to their bodies cannot necessarily promote a “healthy, active, flawless” lifestyle, when they have used cosmetic injections and makeup to enhance their natural selves making them ‘unnatural’.
    In regards to that question, do you also think that aside from making their viewers aware about their surgery and edits, should they be actively promoting these to their audience, which may be made up of younger people who may not have fully developed themselves yet?
    I liked how you spoke about catfishing. Do you think my previous question lead into that, as in could promotion of surgery and edits actually become “catfishing” in a sense?
    My paper speaks on young people’s levels of self-esteem from social media, which relates to ideas presented in your paper as well! Feel free to check it out: https://networkconference.netstudies.org/2019Curtin/2019/05/05/facebooks-radical-effect-on-peoples-self-esteem-and-online-relationship-connections/

    Thanks,
    Tyler

    1. Hi Tyler,

      Apologies for the late reply, but I appreciate your feedback on my paper!

      Yes I also agree that it can be difficult to trust someone with fitness advise, when the individual hasn’t reached their position organically! Whilst I see nothing wrong with getting work done to achieve a certain physical appearance, I think that when you are in a position of influence, there should be a level of honesty (particularly when it comes to sponsored posts/paid programs).

      I think that being honest about surgery and editing is fine, regardless of the audience, however when it comes to things such as diet products, I think there should be a level of responsibility held by the influencer, particularly those with a young, impressionably audience.

      I do agree that editing would be construed as cat fishing, however I think surgery would feed into a slightly different topic, as whilst it wasn’t their original self, it is still their current real self.

      Thanks for the feedback and I look forward to reading your paper!
      Kind regards,
      Danica

  6. Hi!

    Exactly, we can’t scroll more than 3 images without a sponsored ad on our feeds. It’s now becoming more of a catalogue showing great discounts (so to say) rather than the original photo sharing platform.
    On the other side, if I was to purchase a product I know atleast one of the influencers I follow will have a discount to share, so it saves me money. The risky thing is trusting their personal reviews and taking their word for it.

    Do you agree that this sort of advertising though we can almost go through life never having to pay full price for anything anymore?.

    Feel free to check out my paper,
    https://networkconference.netstudies.org/2019Curtin/2019/05/05/uncovering-all-sides-of-social-media-the-good-the-bad-and-the-ugly/

    1. Hi RBunter,

      Sorry for the delay in my reply, but thank you for your feedback. Yes you’re very right, sponsored posts are impossible to avoid! Social media has definitely been capitalised to the point where it seems that brand endorsements are the primary purpose of applications such as Instagram!

      However yes that’s true, there are certain benefits to this. It is difficult to trust the opinions others have on products, as there is no way to tell if it is their true perspective or not.

      I think that as promoted discounts are such common place nowadays, brands will begin raising prices, and providing discount codes, therefore being at no loss!

      I look forward to reading your paper,
      Danica

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