{"id":254,"date":"2026-08-31T20:28:48","date_gmt":"2026-08-31T20:28:48","guid":{"rendered":"https:\/\/labcsd.cl\/cms\/es\/proyectos-e-investigacion\/branding-daily-life-fashion-influencers-as-market-actors-in-the-social-media-economy\/"},"modified":"2026-09-08T14:24:13","modified_gmt":"2026-09-08T14:24:13","slug":"branding-daily-life-fashion-influencers-as-market-actors-in-the-social-media-economy","status":"publish","type":"proyecto","link":"https:\/\/labcsd.cl\/es\/proyectos-e-investigacion\/branding-daily-life-fashion-influencers-as-market-actors-in-the-social-media-economy\/","title":{"rendered":"Branding daily life: fashion influencers as market actors in the social media economy"},"content":{"rendered":"<p>Fashion bloggers, Instagrammers, YouTubers, and beauty vloggers have been<br \/>\ndescribed under the term \u201cinfluencers\u201d \u2014micro-celebrities who accumulate followers on<br \/>\nsocial media and promote themselves and the brands and products that hire them. Influencers<br \/>\nqua micro-celebrities manage and commodify their images, personas, and content in order to<br \/>\nconstruct affective relationships with their audiences. They do this in the form of \u201cglamour<br \/>\nlabor,\u201d i.e., constant online self-promotion and physical self-fashioning mediated through<br \/>\naffect and the body 1<\/p>\n<p>. In spite of their growing presence, little attention has been paid to the<br \/>\ncultural and technical knowledge influencers develop to create meaningful content around<br \/>\nbrands and products. Drawing on interviews with Chilean social media influencers in the<br \/>\nfield of fashion (N: 35), and visual and textual analysis of a sample of 90 Instagram stories,<br \/>\nthis chapter analyzes how influencers\u2019 calculations \u2014economic and cultural\u2014 commodify<br \/>\ntheir knowledge to support brands and themselves. This analysis reflects on how influencers<br \/>\nexperience the commercialization of their knowledge through digital platforms in the social<br \/>\nmedia economy.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Fashion bloggers, Instagrammers, YouTubers, and beauty vloggers have been described under the term \u201cinfluencers\u201d \u2014micro-celebrities who accumulate followers on social media and promote themselves and the brands and products that hire them. Influencers qua micro-celebrities manage and commodify their images, personas, and content in order to construct affective relationships with their audiences. They do this [&hellip;]<\/p>\n","protected":false},"featured_media":0,"template":"","linea_investigacion":[27],"tema":[66,67,65],"class_list":["post-254","proyecto","type-proyecto","status-publish","hentry","linea_investigacion-creadores-de-contenido","tema-branding","tema-economia-de-redes-sociales","tema-fashion-influencers"],"acf":[],"_links":{"self":[{"href":"https:\/\/labcsd.cl\/es\/wp-json\/wp\/v2\/proyecto\/254","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/labcsd.cl\/es\/wp-json\/wp\/v2\/proyecto"}],"about":[{"href":"https:\/\/labcsd.cl\/es\/wp-json\/wp\/v2\/types\/proyecto"}],"wp:attachment":[{"href":"https:\/\/labcsd.cl\/es\/wp-json\/wp\/v2\/media?parent=254"}],"wp:term":[{"taxonomy":"linea_investigacion","embeddable":true,"href":"https:\/\/labcsd.cl\/es\/wp-json\/wp\/v2\/linea_investigacion?post=254"},{"taxonomy":"tema","embeddable":true,"href":"https:\/\/labcsd.cl\/es\/wp-json\/wp\/v2\/tema?post=254"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}