Influencers as ideological intermediaries: promotional politics and authenticity labour in influencer collaborations

Though politics and promotion have never been completely separate, the convergence between the two spheres is increasingly prominent in today’s digital culture. To broaden our understanding of such promotional politics in social media, this paper examines commercial collaborations between four Swedish influencers and two private companies that offer services enabled by specific neoliberal reforms during recent decades, and how they strive to present these services in a way that attracts an affluent but socially conscious middle-class. It argues that the political potential of influencers might not always be as spokespersons for a cause or party, but rather as ‘ideological intermediaries’ who promote a lifestyle to be inspired by, and aspire to. The analysis identifies the discourses that influencers draw on to achieve the promotional and ideological outcomes of commercial collaborations, as well as the authenticity labour that they perform in the texts. Further, the paper analyses how notions of authenticity also impact audiences’ interpretation and politicization of the collaborations, in the comment sections to the sponsored blogposts.