Set in motion. Paradoxical narratives of becoming Swedish digital media influencers

Gabriella Nilsson

Gender, Work and Organization, 2024, vol. 31, issue 2, 337-352

Abstract: This article analyzes how Swedish digital media influencers make sense of their careers in print media interviews and autobiographical books. I explore how influencers use metaphors involving motion, speed and acceleration to describe, explain and legitimate the various circumstances and phases of their career development, and how these metaphors may be viewed in the wider context of social acceleration and conflicting gender norms. I show that the valorization of neoliberal ideals that promote individuality, flexibility, entrepreneurship, and passion as the basis for career choices is facilitated by the rapidly changing technology that influencers use. This does not imply, however, that female influencers are empowered or breaking norms. Instead, their narratives reflect traditional gender norms, such as assigning themselves passive roles in their career development. This analysis illustrates a paradox in the work of influencers: it is fast‐paced and ever‐changing, dependent on algorithms and platforms run by multinational companies, but at the same time, it must be slow, static, and authentic, organically growing through listening, sensing and the building of relationships. I show that neoliberal ideals around work are intertwined with traditional notions of femininity, and that these ideals reinforce a normative view of women's work—including notions of never‐idle hands and a perpetual availability to serve the needs of others—as “non‐work.”

Date: 2024
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