Potential for Non-Institutionalized Creators of Entertainment and Educational Content to Influence the Audience

Download paper
Mikhail I. Makeenko

PhD in Philology, Associate Professor at the Chair of Media Theory and Economics, Faculty of Journalism, Lomonosov Moscow State University, Moscow, Russia

e-mail: makeenko.mikhail@smi.msu.ru
Andrei V. Vyrkovsky

Doctor of Philology, Associate Professor at the Chair of Media Theory and Economics, Faculty of Journalism, Lomonosov Moscow State University, Moscow, Russia

e-mail: a.v.vyrkovsky@gmail.com

Section: New Media

This paper is the first attempt to understand, on Russian material, the nature of influence exerted by bloggers/influencers creating messages unrelated to socio-political discourse (musical clips, viral videos, commercial streams, videos about child rearing, cooking, healthy lifestyle, sports, traveling, hobbies and the like) on their audiences. Producers of this type of content do exert a frequently used influence on their audience, which is not limited to marketing one. It is possible to draw a conclusion about a huge potential of this influence, which might be useful for social and political mobilization. So far user activism encouraged by non-political influencers is mostly found online: the level of transit of active actions from online to offline with online users of edutainment blogger content is not very high, and “clicktivism” remains the most popular action users are prepared to perform at bloggers’ request.

Keywords: bloggers, influencers, non-institutionalized media, edutainment content, audience, influence
DOI: 10.30547/vestnik.journ.5.2021.7499


Asan K. (2021) Measuring the Impacts of Travel Influencers on Bicycle Travelers. Current Issues in Tourism. DOI: 10.1080/13683500.2021.1914004

Becker A. B. (2021) Getting Out the Vote on Twitter With Mandy Patinkin: Celebrity Authenticity, TikTok, and the Couple You Actually Want at Thanksgiving Dinner ... or Your Passover Seder. International Journal of Communication 15.

Beltran-Rubio L. (2019) Design for Dissent: Political Participation and Social Activism in the Colombian Fashion Industry. Fashion Theory 23 (6): 655–678. DOI: 10.1080/1362704X.2019.1657259

Bodrunova S. S., Litvinenko A. A. (2013) New Media and Political Protest: The Formation of a Public Counter-Sphere in Russia, 2008-12. In A. Makarychev, A. Mommen (eds.) Russia’s Changing Economic and Political Regimes: The Putin Years and Afterwards. Pp. 29–65. DOI: https://doi.org/10.4324/9780203730669

Bodrunova S., Litvinenko A. (2016) Fragmentation of Society and Media Hybridization in Today’s Russia: How Facebook Voices Collective Demands. The Journal of Social Policy Studies 14 (1): 113–124.

Bykov I. A. (2013) Setevaya politicheskaya kommunikatsiya: Teoriya, praktika i metody issledovaniya: monografiya [Online Political Communication: Theory, Practice and Methods of Study: a Monograph]. St. Petersburg: FGBOU VPO “SPGUTD” Publ. (In Russian)

Chobanyan K. (2020) Up for a challenge? Digital practices of 24-hour news channels. World of Media. Journal of Russian Media and Journalism Studies 3: 35–56. DOI: 10.30547/worldofmedia.3.2020.2

de Zúñiga H. G., Barnidge M., Scherman A. (2017) Social Media Social Capital, Offline Social Capital, and Citizenship: Exploring Asymmetrical Social Capital Effects. Political Communication 34 (1): 44–68. DOI: 10.1080/10584609.2016.1227000

Deuze M. (2009) Convergence Culture and Media Work. In J. Holt, A. Perren (eds.) Media Industries. History, Theory, and Method. Chichester: Wiley-Blackwell. Pp. 144–156.

Ekström M., Shehata A. (2018) Social Media, Porous Boundaries, and the Development of Online Political Engagement Among Young Citizens. New Media & Society 20 (2): 740–759. DOI: https://doi.org/10.1177/1461444816670325

Filimonov K., Russmann U., Svensson J. (2016) Picturing the Party: Instagram and Party Campaigning in the 2014 Swedish Elections. Social Media + Society July. DOI: 10.1177/2056305116662179

George J. J., Leidner D. E. (2019) From Clicktivism to Hacktivism: Understanding Digital Activism. Information and Organization 29 (3). DOI: https://doi.org/10.1016/j.infoandorg.2019.04.001

Hudders L., De Jans S., De Veirman M. (2021) The Commercialization of Social Media Stars: a Literature Review and Conceptual Framework on the Strategic Use of Social Media Influencers. International Journal of Advertising 40 (3): 327–375. DOI: 10.1080/02650487.2020.1836925

Hutchinson J. (2021) Micro-Platformization for Digital Activism on Social Media. Information, Communication & Society 24 (1): 35–51. DOI: 10.1080/1369118X.2019.1629612

Hynnä K., Kyrölä K. (2019) “Feel in Your Body”: Fat Activist Affects in Blogs. Social Media + Society October. DOI: 10.1177/2056305119879983

Kay S., Mulcahy R., Parkinson J. (2020) When Less Is More: the Impact of Macro and Micro Social Media Influencers’ Disclosure. Journal of Marketing Management 36 (3-4): 248–278. DOI: 10.1080/0267257X.2020.1718740

Khamis S., Ang L., Welling R. (2017) Self-Branding, ‘Micro-Celebrity’ and the Rise of Social Media Influencers. Celebrity Studies 8 (2): 191–208. DOI: 10.1080/19392397.2016.1218292

Kol’tsova O. Yu., Kirkizh E. A. (2016) Vliyanie interneta na uchastie v protestakh [The Influence of the Internet on the Participation in Protests]. Politiya 1 (80): 90–110. (In Russian)

Kung L. (2007) “Does Media Management Matter? Establishing the Scope, Rationale and Future Research Agenda for the Discipline”. Journal of Media Business Studies 4 (1): 21–39. DOI: 10.1080/16522354.2007.11073444

Lilleker D. G., Koc-Michalska K. (2017) What Drives Political Participation? Motivations and Mobilization in a Digital Age. Political Communication 34 (1): 21–43. DOI: 10.1080/10584609.2016.1225235

Lim M. (2013) Many Clicks but Little Sticks: Social Media Activism in Indonesia. Journal of Contemporary Asia 43 (4): 636–657. DOI: 10.1080/00472336.2013.769386

Manthey K., Lolly (2017) “Fatshion as Activism”. QED: A Journal in GLBTQ Worldmaking 4 (3): 195–201. DOI: https://doi.org/10.14321/qed.4.3.0195

Napoli P. M. (2012) Audience Evolution and the Future of Audience Research. International Journal on Media Management 14 (2): 79–97. DOI: https://doi.org/10.1080/14241277.2012.675753

Nigmatullina K. R. (2021) Mesto sotsial’nykh setey v razvitii regional’noy zhurnalistiki v Rossii [The Place of Social Networks in the Development of Russian Regional Journalism]. Vestn. Mosk. un-ta. Ser. 10: Zhurnalistika 1. DOI: 10.30547/vestnik.journ.1.2021.3051 (In Russian)

Pham M. T. (2015) “I Click and Post and Breathe, Waiting for Others to See What I See”: On #FeministSelfies, Outfit Photos, and Networked Vanity. Fashion Theory 19 (2): 221–241. DOI: 10.2752/175174115X14168357992436

Rykhtik M. I., Makoveychuk A. V. (2015) Rol‘ sotsial‘nykh media v realizatsii imidzhevykh strategiy politicheskikh deyateley v kontekste formirovaniya informatsionnogo obshchestva na regional‘nom urovne [The Role of Social Media in the Implementation of Image Strategies of Statesmen in the Context of Building the Information Society on the Regional Level]. Voprosy upravleniya 6 (18): 76–82. (In Russian)

Sajuria J., vanHeerde-Hudson J., Hudson D., Dasandi N., Theocharis Y. (2015) Tweeting Alone? An Analysis of Bridging and Bonding Social Capital in Online Networks. American Politics Research 43 (4): 708–738. DOI: https://doi.org/10.1177/1532673X14557942

Silva M. J. B., de Farias S. A., Grigg M. K., Barbosa M. L. A. (2020) Online Engagement and the Role of Digital Influencers in Product Endorsement on Instagram. Journal of Relationship Marketing 19 (2): 133–163. DOI: 10.1080/15332667.2019.1664872

Skoric M. M., Zhu Q., Goh D., Pang N. (2016) Social Media and Citizen Engagement: a meta-analytic review. New Media & Society 18 (9): 1817–1839. DOI: https://doi.org/10.1177/1461444815616221

Theocharis Y. (2011) Young People, Political Participation and Online Postmaterialism in Greece. New Media & Society 13 (2): 203–223. DOI: https://doi.org/10.1177/1461444810370733

Tufekci Z., Wilson C. (2012) Social Media and the Decision to Participate in Political Protest: Observations from Tahrir Square. Journal of Communication 62 (2): 363–379. DOI: https://doi.org/10.1111/j.1460-2466.2012.01629.x

Vartanova E. L. (2018) Menyayushchayasya rossiyskaya mediaindustriya: teoreticheskie podkhody [The Changing Russian Media Industry: Theoretical Approaches]. Vestnik Sankt-Peterburgsk. un-ta. Yazyk i literatura 15 (2): 186–196. DOI: https://doi.org/10.21638/11701/spbu09.2018.203 (In Russian)

Vyrkovsky A. V., Gorbunova A. S., Davletshina M. I. (2019) Novye media i politicheskie protsessy v postsovetskikh stranakh (na primere tsvetnykh revolyutsiy) [New Media and Political Processes in the Post-Soviet Countries (a case study of color revolutions)]. Mediascope 4. (In Russian). Available at: http://www.mediascope.ru/2593 (accessed: 12.10.2021). DOI: 10.30547/mediascope.4.2019.8.