Break the Internet - The Power of Online Influencers

In the attention economy, online influencers are an emerging class of power brokers. How can you harness their potential?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. Digital strategist Olivia Yallop goes undercover amongst 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'. The result is an insider account of a trend that is set to dominate our future - experts estimate that the economy of influence will be valued at $24 billion globally by 2025.

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

In the attention economy, online influencers are an emerging class of power brokers. How can you harness their potential?

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. Digital strategist Olivia Yallop goes undercover amongst 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’. The result is an insider account of a trend that is set to dominate our future — experts estimate that the economy of influence will be valued at $24 billion globally by 2025.

Additional text

‘An engaging analysis of online culture, including insights into the dizzying amounts of money influencers make, the decline of traditional media, the philosophy of fame, and the excess and inequality of late capitalism. Consider us influenced.’

Product details

• Authors: Olivia Yallop
• Publisher: Faber Factory Plus GBS
• Languages: English
• Product format: Paperback / Softback
• Released: 12.05.2022
• EAN: 9781912854172
• ISBN: 978-1-912854-17-2
• 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