{"id":525,"date":"2019-05-07T20:14:12","date_gmt":"2019-05-07T12:14:12","guid":{"rendered":"https:\/\/networkconference.netstudies.org\/2019Curtin\/?p=525"},"modified":"2019-05-07T20:14:12","modified_gmt":"2019-05-07T12:14:12","slug":"influencers-on-instagram-how-online-personas-are-creating-unrealistic-societal-expectations","status":"publish","type":"post","link":"https:\/\/networkconference.netstudies.org\/2019Curtin\/2019\/05\/07\/influencers-on-instagram-how-online-personas-are-creating-unrealistic-societal-expectations\/","title":{"rendered":"Influencers on Instagram: How online personas are creating unrealistic societal expectations"},"content":{"rendered":"\n

Abstract<\/em><\/strong><\/em><\/strong><\/p>\n\n\n\n

The modern society has\nadapted to social media in such a way that it wouldn\u2019t be able to function as\nefficiently without it. Instagram is social media platform where participants\nexpress themselves with photos and is now one of the worlds\u2019 most popular social\nnetworks. This networking phenomenon has led the way for a class of users known\nas influencers, participants who have a strong following that they\u2019ve influenced\nwith their personal brand (Kilgour, Sasser, and Larke, 2015). However the race for internet fame has led\ninfluencers to use identity deception and impression management to exaggerate glamorised\npersonas (Establ\u00e9s, Guerrero-Pico, and Contreras-Espinosa, 2019), which have increased the benchmark for societal\nexpectations surrounding lifestyle and personal image (Booth and Matic, 2011).<\/p>\n\n\n\n

Key Words<\/em><\/strong><\/p>\n\n\n\n

Community,\nDeception, Expectations, Identity, Image, Influencers, Instagram, Personal, Portrayal,\nRepresentation, Standards, Societal Expectations, Unrealistic<\/p>\n\n\n\n

Introduction<\/strong><\/p>\n\n\n\n

The\nemergence of easily accessible web 2.0 platforms has promoted consumers within modern\nsociety to become adaptive to online identities and personas. Forming a virtual\ncommunity where users are able to engage with participatory style culture. Online\nsocial networking platforms such as Instagram are the primary focus for individuals\nthat desire to launch their own creative content. Emerging from these platforms\nare influencers, participants that have sparked an online following for their\nportrayed online identity. The immense social presence possessed by influencers\nhas led to the creation of unrealistic societal expectations around personal\nimage and lifestyle, where deceptively their online identities are fabricated\nto compete with other influencers. The fabricated portrayals make way for the\nsocietal issue where social media users are conditioned that these unrealistic\ndepictions of influencers are the standard for everyday life, by Instagram as a\nplatform. These expectations place immense pressure on individuals to\nmanufacture a virtual identity that conforms to the standards of the Instagram community.<\/p>\n\n\n\n

Societal expectations<\/strong><\/p>\n\n\n\n

The presence of social media has certainly heightened the\nreality expectations of online users. Online platforms have been developed at such\na rapid rate in popularity, that it has become a network community to portray a\nglamorised lifestyle of each individual\u2019s \u201cbest moments\u201d (boyd,\n2007, p. 6). These standards have been developed through the\ncontent produced on platforms such as Instagram, that continually set a precedent\non how users should idealistically look, dress, talk and feel, and their\nlifestyle. These expectations are created through societal normalities, that can\nbe defined as what individuals and society itself internalises as acceptable,\nwhich generates a consistent barbaric message to individuals (Trifiro, 2018, p.\n6). An individual\u2019s appearance and lifestyle has been a societal focus for\ndecades. Society as a whole has normalised these set standards of appearance ranging\nfrom hair, body shape, facial structure and make-up for both men and women. These\nhave been idealistically set through film, marketing, magazines and television,\nas consistency of a certain appearance has been created. <\/p>\n\n\n\n

Appearance and lifestyle as a societal objective have always\nbeen a primary focus for individuals (boyd, 2007,  p. 4), through personal influences and\nstandards, society has developed an \u201cideal\u201d goal lifestyle. This is where individuals\nstrive to have a luxury lifestyle with designer materialistic goods. Whilst\nthis is not the \u201cideal dream\u201d for some people, the majority of individuals feel\npressured into following the societal expectations of wealth and status amongst\nsociety().  A primary example of the\nimmense pressures Instagram has placed on individual users is aspiring\ninfluencer Lissette Calveiro, who was recognised and confessed being in $10,000\nworth of debt because of her Instagram page (Socialgamma, 2018). Calveiro personally\nconfessed how she was shopping \u201c\u2026for clothes to take the perfect gram\u201d(Socialgamma,\n2018), this influencer is evidently one of many Instagram users\nthat strives for evident unobtainable goals. <\/p>\n\n\n\n

The underlying issue with influencers, particularly\nwithin Instagram, is how they have developed such a strong network community\nthat entices individuals to observe their lifestyles and additionally their appearance.\nConsistently posting images of traveling, designer luxury goods and outfits\nsends a message to individuals that to be \u201cpopular\u201d one must look and live a\ncertain way (Mascheroni, Vincent and Jimenez, 2015, p. 5). Whilst acknowledging\nInstagram is an image based platform, these messages identified through the\nimages essentially generate a misconception that an individual should be\ndis-satisfied with their life if it does not appear similar to their peers or\ninfluencers. This emotional and comparative mind-set is severely detrimental\nfor self-esteem. In 2017 a study conducted by Vries et al. found \u201cpositive\ncontent that was posted by strangers was negatively correlated with viewers\u2019 emotions.\u201d(Trifiro,\n2018, p. 3). This study further highlights how the consistent presence of Instagram\ninfluencers, further set these societal expectations and create negative comparisons\namongst individuals. This encourages the individual to feel rather discontent\nwithin their own lifestyle as individuals are deemed to feel inadequate in\ncontrast to the lifestyles of their peers and, particularly influencers. <\/p>\n\n\n\n

Online Identity and Self\nPresentation<\/strong><\/p>\n\n\n\n

An online identity can be defined as an individual\u2019s digitalised\npersona that is established through various social web 2.0 platforms (Donath,\n1996). Platforms such as Instagram, have become a serious game changer in\ncreating online appearances and personas, as users are eligible to create\ncontent at their own discretion. An individual can theoretically build and\ntransform their own identity into anything they desire within the allowance of\nthe platform and content creation. Self-presentation plays a fundamental role for\ninfluencers to attract a niche community, as their online identity shapes how they\nare perceived to their audience. In addition, this becomes a tool for\ninfluencers to communicate their identity through images (Mascheroni, Vincent\nand Jimenez, 2015, p. 3). The way a person presents themselves on social\nnetworking sites creates their online identity, whether it is an accurate\nrepresentation or not. <\/p>\n\n\n\n

Despite this, individuals online are heavily judged on\nInstagram based on their personal appearance, which puts further emphasis to obtain\nunrealistic societal expectations. Visual representations have developed a\ncertain \u201cpeer culture\u201d (Mascheroni, Vincent and Jimenez, 2015, p. 4), where\nusers are encouraged to present themselves in a deceptive yet attractive manner.\nInfluencers in particular, are encouraged to present lifestyle content that entices\ntheir target audience.<\/p>\n\n\n\n

Individuals struggle with distinguishing the real deception,\nmanipulation and nonreality of Instagram, as it is constructed to convey the \u201cbest\nmoments\u201d of one\u2019s lifestyle. Erving Goffman identified how influencers create the\nideal manipulation of their self-presentation as he states \u201c\u2026deliberately\nstated messages indicating how the one wishes to be perceived\u2026\u201d (Donath, 1996).\nThe issue with these online identities is the self-presentation of an\nindividual is solely based on how a person controls and communicates their\ncontent online to their audience (Mascheroni, Vincent and Jimenez, 2015, p. 4).\nInstagram is predominately an image based platform judged on visual\nrepresentation which makes content creation and deception easier for\ninfluencers to manipulate. These unrealistic standards highlight the competitive\nand detrimental environment online users participate with on a regular basis.\nThis further sets unrealistic standards as individuals believe conveying their \u201cbest\u201d\nonline self-presentation is essential to attract a wide audience and following (Mascheroni,\nVincent and Jimenez, 2015, p. 5). <\/p>\n\n\n\n

Influencers<\/strong><\/p>\n\n\n\n

Instagram has become a digitalised environment where\nsocial networking is essential for individual users to build their own brand. An\ninfluencer is someone who has established a strong online identity that attracts\na niche community within the established platform (Kilgour, Sasser, and Larke, 2015,\np. 327). This has been developed through their unique creative content that\ndistinguishes themselves from their online competitors, which further can be\nidentified as online leadership or a role model to consumers. As Instagram has\nbecome a significantly popular social media network, an influencer therefore has\nthe ability to assert power when it comes to manipulate other individuals\u2019\nlifestyle and purchase decisions (Kilgour, Sasser, and Larke, 2015, p. 328). In\ncontribution to this, Instagram has become a solid platform for consumers to\nrely on advice from other accounts, particularly influencers(Casal\u00f3, 2018, p. 1).<\/p>\n\n\n\n

With this in mind, evidently Instagram has become an\nessential marketing tool that also benefits in communication with other individuals.\nHowever, influencers prominence within Instagram has become detrimental, as\ntheir own behaviour encourages their fans to pursue a similar lifestyle. Casal\u00f3\n(2018, p. 1)  stated \u201c\u2026 (influencers)\nopinion leadership influences consumer behavioural intentions\u2026\u201d<\/p>\n\n\n\n

As of last year there are currently 800 million\nInstagram users (Casal\u00f3, 2018, p. 2), which puts into perspective the essential\ntarget reach influencers have globally over society. <\/p>\n\n\n\n

As influencers are perceived as an online leader, individuals\nfeel the pressure to conform to the standards developed through the content of the\ninfluencer they idolised. The fashion industry within Instagram is a primary\nexample of how societal expectations are effected, as the array of aesthetically\npleasing images entice the consumer to partake and follow the idolised trend (Casal\u00f3,\n2018, p. 2).  To support this, globally on\naverage each user will spend 53 minutes a day on Instagram (Molla and Wagner,\n2018), which over one year equates to 322 hours. 322 hours a year devoted on a\nsingular social media platform, further applies pressure on individuals to\nmirror the societal expectations conveyed on Instagram. <\/p>\n\n\n\n

Identity Deception\nand Impression Management<\/strong><\/p>\n\n\n\n

Social media has created a virtual world that generates\nflexibility with ones identity within the online community (van der Nagel and\nFrith, 2015), which through anonymity can be shaped into any form within the\nplatforms. This anonymity allows users to fabricate their online identity based\non an individual\u2019s perceived ideal reality (van der Nagel and Frith, 2015). Online\ncommunities are formed through virtual identities, as user engagement and\nparticipation with digital content encourages online communication (Donath,\n1996). This networking environment is significantly mediated through\ninfluencers as their virtual reality differentiates from their physical\nlifestyle. It is essential for an influencer to construct an identity or\nvirtual persona that can be developed into a strong online presence, one that engages\nwith and appeals to their audience (van der Nagel and Frith, 2015). This leads\ninfluencers to perform what is known as identity deception, where an individual\nwill act as someone they\u2019re not. Instagram and other social media networking sites\nenable identity deception by allowing individuals full access to control their\nimpression management. A purposeful process where the individual regulates the\ninformation released about themselves to portray a character with the intention\nof influencing the perception of others.  Influencers harness the power of impression\nmanagement to deceive their online community (Establ\u00e9s, Guerrero-Pico, and\nContreras-Espinosa, 2019, p. 215), as controlling the viewable information of\ntheir identity allows an online persona to form. The intended persona must be\nviewed as elevated amongst other accounts to maintain a influencer status and\ndraw a following, which leads the influencer to set enormously high lifestyle\nstandards. While the ability to control their perception allows influencers to\nmanipulate and reconstruct their online persona based on current trends, it\nalso places them under immense pressure to maintain portraying their flawless\nlifestyle.<\/p>\n\n\n\n

Web 2.0 Platforms<\/strong><\/p>\n\n\n\n

Web 2.0 platforms have established an advanced\ntechnological community that has become an addictive presence within society.\nWeb 2.0 can be identified as the enabling of user engagement and participation\nwithin the platform itself (Chien-wen, Chin-Jin, and Pham Thi, 2017, p. 209). This differs from the original Web 1.0, where users were only\nable to read and not engage with the content produced(Chien-wen, Chin-Jin,\nand Pham Thi, 2017, p. 203). <\/p>\n\n\n\n

Social media platforms such as Instagram, have developed\nimmense power within society due to its encouragement of individual participation.\nNot only does this platform greatly encourage users to engage within the\nplatform, but creates a social networking culture. This social networking culture\nis developed through the creative content the platform allows. <\/p>\n\n\n\n

Social Media as a\ntool<\/strong><\/p>\n\n\n\n

Society has become significantly reliant on the\ninformation received via social media platforms (Turkle, 1997, p. 72).  The Internet has adapted and facilitated\ninformation to be received at a rapid pace, as users have unlimited access to\nthe online resources digital technology provides. Social media\u2019s prominence\nwithin modern day society has forced users to adapt their own lifestyles around\nthe digital platforms or risk being socially and informatively excluded (Mascheroni,\nVincent, and Jimenez, 2015, p. 3). The immense popularity of\nsocial media platforms such as Instagram has enabled influencers to become an\nessential marketing tool for brands to advertise their products to the public\nin an informal yet engaging manner. Brands are drawn to using influencers for\nadvertising due to the audience that influencers have attracted through their\npersonal relatability and authenticity, which has aided in establishing their\nown niche youth demographic (Booth and Matic, 2011, p. 186).<\/p>\n\n\n\n

Fans are more likely to engage with products\nadvertised by an influencer online, as influencers through their creative\ncontent and word-of mouth are deemed trustworthy due to their plausible\nattraction to the online community (Li, Lai, and Chen, 2011, p. 5143<\/a>). As these individuals\ngreatly idolise and will try mirror their favourite influencers portrayed\nonline persona, they will be encouraged to purchase the advertised product.\nThis is in attempt to be identified more like their idol and meet the\nunrealistic societal expectations set around lifestyle (Booth and Matic, 2011, p.\n185). Whilst this is significantly beneficial for marketing brands to attract\nnew potential customers in an authentic manner, it highlights the detrimental\ntoll placed on social media participants by having to keep up with their key\ninfluencers\u2019 trends (Li, Lai, and Chen, 2011, p. 5145). In a recent study by\nthe Australian Digital Marketing Institute it is identified that \u201c70% of\nteenagers trust influencers over celebrities\u201d, whilst \u201c86% of women use social\nmedia for purchasing advice\u201d (Knightly, 2019). The study\u2019s result articulates\nhow society has become reliant and significantly receptive to online reviews\nand feedback. Over time this digital advertising business model has grown with\nthe rise of social media, to where online users are now consistently bombarded\nwith messages from influencers encouraging users to purchase their cosmetic and\nclothing choices. Highlighting that as influencers have a stronghold within\nonline communities and social networks, they double as an exceptional marketing\nand promotional tool (Agostino and Yulia, 2017, p. 779).<\/p>\n\n\n\n

Conclusion<\/strong><\/p>\n\n\n\n

Influencers have become immensely successful in\npromoting a virtual reality of societal expectations due to the rapid rise in\npopularity of social media platforms. However these platforms have created a\nfoundation in which users have become more critical of their online persona and\nare focused on creating an unrealistic glamorous lifestyle (Donath, 1996). This\nis due to the endless promotions, marketing and branding of influencers\nconveying to the audience that idolises their choices, online persona and\nlifestyle. Instagram in particular has greatly shaped the unrealistically high\nsocietal expectations that users are exposed to. Placing significant pressure\non society to conform to current trends set by the influencers on its platform,\nas the environment encourages the comparisons of users within the community(van\nder Nagel and Frith, 2015). Therefore, it can be concluded that Instagram provides\nan outlet for influencers to portray online personas that influence unrealistic\npersonal and lifestyle expectations amongst society. <\/p>\n\n\n\n

Reference List<\/strong><\/p>\n\n\n\n

Agostino,\nD., & Yulia, S. (2017). How social media reshapes action on distant\ncustomers:
\n            Some\nempirical evidence. Accounting, Auditing & Accountability Journal<\/em>,\n30(4),
\n            777-794.\nhttp:\/\/dx.doi.org.dbgw.lis.curtin.edu.au\/10.1108\/AAAJ-07-2015-2136<\/p>\n\n\n\n

Booth,\nN., & Matic, J. A. (2011). Mapping and leveraging influencers in social\nmedia to
\n            shape\ncorporate brand perceptions. Corporate Communications<\/em>, 16(3), 184-191.
\n            http:\/\/dx.doi.org.dbgw.lis.curtin.edu.au\/10.1108\/13563281111156853<\/p>\n\n\n\n

boyd, D. (2007). Why Youth (Heart)\nSocial Network Sites: The Role of Networked Publics
\n            in\nTeenage Social Life. MacArthur Foundation Series on Digital Learning \u2013\nYouth,
\n            Identity,\nand Digital Media Volume<\/em>, 1(1), 1-26.
\n            Retrieved\nfrom http:\/\/www.danah.org\/papers\/WhyYouthHeart.pdf<\/a><\/p>\n\n\n\n

Casal\u00f3, L. (2018). Influencers\non Instagram: Antecedents and consequences of opinion
\n            leadership.\nJournal of Business Research<\/em>, 1(1):\n1-10
\n            DOI:\nhttps:\/\/doi.org\/10.1016\/j.jbusres.2018.07.005<\/p>\n\n\n\n

Chien-wen, S., Chin-Jin, K., &\nPham Thi, M. L. (2017<\/a>). Analysis of social media influencers
\n            and\ntrends on online and mobile learning. International Review of Research in
\n            Open\nand Distance Learning<\/em>, 18(1), 209-224
\n            Retrieved\nfrom https:\/\/search-proquest-
\n            com.dbgw.lis.curtin.edu.au\/docview\/1904894373?accountid=10382<\/p>\n\n\n\n

Donath,\nJ. (1996). Identity and Deception in the Virtual Community<\/em>. Retrieved\nfrom
\n            https:\/\/smg.media.mit.edu\/people\/Judith\/Identity\/IdentityDeception.html<\/p>\n\n\n\n

Establ\u00e9s,\nM., Guerrero-Pico, M., & Contreras-Espinosa, R. (2019). Gamers, writers and\n
\n            social\nmedia influencers: Professionalisation processes among teenagers. Revista
\n            Latina\nDe Comunicaci\u00f3n Social<\/em>, (74), 214-236.
\n            http:\/\/dx.doi.org.dbgw.lis.curtin.edu.au\/10.4185\/RLCS-2019-1328en<\/p>\n\n\n\n

Kilgour, M., Sasser, S. L., &\nLarke, R. (2015<\/a>). The social media transformation process:
\n            Curating\ncontent into strategy. Corporate Communications<\/em>, 20(3), 326-343.
\n            http:\/\/dx.doi.org.dbgw.lis.curtin.edu.au\/10.1108\/CCIJ-07-2014-0046<\/p>\n\n\n\n

Knightly,\nE. (2019). 20 Influencer Marketing Statistics that Will Surprise You<\/em>.\nRetrieved
\n            from\nhttps:\/\/digitalmarketinginstitute.com\/en-au\/blog\/20-influencer-marketing-
\n            statistics-that-will-surprise-you<\/p>\n\n\n\n

Li,\nY., Lai, C., & Chen, C. (2011). Discovering influencers for marketing in\nthe  
\n            blogosphere.\nInformation Sciences<\/em>, 181(23), 5143-5157. Retrieved from
\n            https:\/\/ir.nctu.edu.tw\/bitstream\/11536\/14642\/1\/000295760600002.pdf<\/p>\n\n\n\n

Mascheroni,\nG., Vincent, J. and Jimenez, E. (2015). \u201cGirls are addicted to likes so they
\n            post\nsemi-naked selfies\u201d: peer mediation, normativity and the construction of
\n            identity\nonline. Cyberpsychology: Journal of Psychosocial Research on
\n            Cyberspace<\/em>,\n9(1), 1-13.
\n            Retrieved\nfrom http:\/\/eprints.lse.ac.uk\/62933\/1\/__lse.ac.uk_storage_LIBRARY_
\n            Secondary_libfile_shared_repository_Content_Vincent,%20J_
\n            Girls%20addicted_Vincent_2015_Girls%20addicted_2015.pdf<\/p>\n\n\n\n

Molla,\nR. & Wagner, K. (2018). People spend\nalmost as much time on Instagram as they
\n            do\non Facebook<\/em>. Retrieved from
\n            https:\/\/www.vox.com\/2018\/6\/25\/17501224\/instagram-facebook-snapchat-
\n            time-spent-growth-data<\/p>\n\n\n\n

Socialgamma.\n(2018). The Unrealistic Expectations of\nInstagram \u2013 An International
\n            Obsession?<\/em>. Retrieved from https:\/\/www.socialgamma.com\/2018\/08\/16\/the-
\n            unrealistic-expectations-of-instagram-an-international-obsession\/<\/p>\n\n\n\n

Trifiro,\nB. (2018). Instagram Use and It’s Effect on Well-Being and Self-Esteem. Master of
\n            Arts\nin Communication<\/em>, Paper 4: 1-45. Retrieved from
\n            https:\/\/digitalcommons.bryant.edu\/cgi\/
\n            viewcontent.cgi?article=1003&context=macomm<\/p>\n\n\n\n

Turkle,\nS. (1997). Multiple Subjectivity and Virtual Community at the End of the\nFreudian
\n            Century.\nSociological Inquiry<\/em>, 67(1): 72-84.
\n            Retrieved\nfrom http:\/\/www.mit.edu\/~sturkle\/pdfsforstwebpage\/
\n            ST_Multiple%20Subjectivity.pdf<\/p>\n\n\n\n

van\nder Nagel, E., & Frith, J. (2015). Anonymity, pseudonymity, and the agency\nof online
\n            identity:\nExamining the social practices of r\/Gonewild. First Monday<\/em>, 20(3).
\n            https:\/\/doi.org\/10.5210\/fm.v20i3.5615<\/p>\n","protected":false},"excerpt":{"rendered":"

Abstract The modern society has adapted to social media in such a way that it wouldn\u2019t be able to function as efficiently without it. Instagram is social media platform where participants express themselves with photos and is now one of the worlds\u2019 most popular social networks. This networking phenomenon has led the way for a… Continue reading Influencers on Instagram: How online personas are creating unrealistic societal expectations<\/span><\/a><\/p>\n","protected":false},"author":87,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[4],"tags":[128,126,175,17,176,24,28,177,183,179,181,180,182],"class_list":["post-525","post","type-post","status-publish","format-standard","hentry","category-identity","tag-community","tag-deception","tag-expectations","tag-identity","tag-image","tag-influencers","tag-instagram","tag-personal","tag-portrayal","tag-representation","tag-societal-expectations","tag-standards","tag-unrealistic"],"_links":{"self":[{"href":"https:\/\/networkconference.netstudies.org\/2019Curtin\/wp-json\/wp\/v2\/posts\/525","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/networkconference.netstudies.org\/2019Curtin\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/networkconference.netstudies.org\/2019Curtin\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/networkconference.netstudies.org\/2019Curtin\/wp-json\/wp\/v2\/users\/87"}],"replies":[{"embeddable":true,"href":"https:\/\/networkconference.netstudies.org\/2019Curtin\/wp-json\/wp\/v2\/comments?post=525"}],"version-history":[{"count":1,"href":"https:\/\/networkconference.netstudies.org\/2019Curtin\/wp-json\/wp\/v2\/posts\/525\/revisions"}],"predecessor-version":[{"id":526,"href":"https:\/\/networkconference.netstudies.org\/2019Curtin\/wp-json\/wp\/v2\/posts\/525\/revisions\/526"}],"wp:attachment":[{"href":"https:\/\/networkconference.netstudies.org\/2019Curtin\/wp-json\/wp\/v2\/media?parent=525"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/networkconference.netstudies.org\/2019Curtin\/wp-json\/wp\/v2\/categories?post=525"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/networkconference.netstudies.org\/2019Curtin\/wp-json\/wp\/v2\/tags?post=525"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}