Break the Internet - In Pursuit of Influence

Traditional media is over. The internet reigns. And in the attention economy, influencers are royalty. But who are they and how do you become one?
Break the Internet takes a deep dive into the influencer industry, tracing its evolution from blogging and legacy social media such as Tumblr to todays world in which YouTube, Instagram, and TikTok dominate. Surveying the new media landscape that the rise of online celebrity has created, it is an insider account of a trend which is set to dominate our future.

About the author

Olivia Yallop was a digital strategist and commentator on technology and pop culture, whose book on the rise of the influencer, Break the Internet, was critically acclaimed when it was published in 2021.

Summary

Traditional media is over. The internet reigns. And in the attention economy, influencers are royalty. But who are they … and how do you become one?

Break the Internet takes a deep dive into the influencer industry, tracing its evolution from blogging and legacy social media such as Tumblr to today’s world in which YouTube, Instagram, and TikTok dominate. Surveying the new media landscape that the rise of online celebrity has created, it is an insider account of a trend which is set to dominate our future — experts estimate that the economy of influence will be valued at $24bn globally by 2025.

Olivia Yallop enrols in an influencer bootcamp, goes undercover at a fan meetup, and shadows online vloggers, Instagrammers, and content creators to understand how online personas are built, uncovering what it is really like to live a branded life and trade in a ‘social stock market’. From mumfluencers and activists to governments and investors, everyone wants to build their online influence. But how do you stay authentic in a system designed to commodify identity? Break the Internet examines both the dangers and the transformative potential of online culture.

Additional text

‘The result of Yallop’s immersive investigation is a comprehensive education on influencer culture, its evolution and future … essential reading material for anyone interested in internet culture and a masterclass in engaging non-fiction.’

Product details

• Authors: Olivia Yallop
• Publisher: Faber Factory Plus GBS
• Languages: English
• Product format: Hardback
• Released: 11.11.2021
• EAN: 9781913348335
• ISBN: 978-1-913348-33-5
• No. of pages: 288
• Subjects: Social sciences, law, business > Social sciences (general); Media Studies, Popular Culture, SOCIAL SCIENCE / Popular Culture, Cultural Studies, SOCIAL SCIENCE / Media Studies, BUSINESS & ECONOMICS / E-Commerce / Internet Marketing, BUSINESS & ECONOMICS / Industries / Media & Communications, Digital lifestyle, Social networking, Social media / social networking, E-commerce: business aspects, Sales & marketing, Impact of science & technology on society, Media studies: internet, digital media & society, Ethical & social aspects of IT, Media, entertainment, information & communication industries, Online finance & investing, Internet & Www Industries, Digital or internet economics, COMPUTERS / Social Aspects, Cultural & media studies, Web-marketing