The DOI matches its Crossref record; 1 of the 1 references it cites were found in a registry or an index.
Visibility labour: Engaging with Influencers’ fashion brands and #OOTD advertorial campaigns on Instagram
Abstract
Influencer commerce has experienced an exponential growth, resulting in new forms of digital practices among young women. Influencers are one form of microcelebrity who accumulate a following on blogs and social media through textual and visual narrations of their personal, everyday lives, upon which advertorials for products and services are premised. In Singapore, Influencers are predominantly young women whose commercial practices are most noted on Instagram. In response, everyday users are beginning to model after Influencers through tags, reposts and #OOTDs (Outfit Of The Day), unwittingly producing volumes of advertising content that is not only encouraged by Influencers and brands but also publicly utilised with little compensation. Drawing on ethnographic fieldwork among Instagram Influencers and followers in Singapore, this article investigates the visibility labour in which followers engage on follower-anchored Instagram advertorials, in an attention economy that has swiftly profited off work that is quietly creative but insidiously exploitative.
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Cited by
De Veirman, M., Cauberghe, V., & Hudders, L. (2017) · International Journal of Advertising · doi:10.1080/02650487.2017.1348035 · Cited by 2,548
Sokolova, K., & Kefi, H. (2020) · Journal of Retailing and Consumer Services · doi:10.1016/j.jretconser.2019.01.011 · Cited by 1,650
Masuda, H., Han, S. H., & Lee, J. (2022) · Technological Forecasting and Social Change · doi:10.1016/j.techfore.2021.121246 · Cited by 576
Mapping Internet Celebrity on TikTok: Exploring Attention Economies and Visibility Labours
Abidin, C. (2020) · Cultural Science Journal · doi:10.5334/csci.140 · Cited by 564
Self-citationManaging visibility on YouTube through algorithmic gossip
Bishop, S. (2019) · New Media & Society · doi:10.1177/1461444819854731 · Cited by 535
Metadata
- Authors
- Abidin, C.
- Venue
- Media International Australia
- Publisher
- SAGE Publications
- Published
- 2016-09-26
- Volume
- 161
- Issue
- 1
- Pages
- 86-100
- ISSN
- 1324-5325 (ISSN-L)
- 1329-878X
- 2200-467X
- OpenAlex
- W2512228757
- Cited by
- 916
- References
- 1
- FWCI
- 84.79
- Type
- journal article
- Language
- en
- Open access
- closed
- Licence
- journals.sagepub.com/page/policies/text-and-data-mining-license (tdm)
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