One of the most interesting topics that was discussed during the EOTO presentations was those of the mediasphere, specifically online influencers and echo chambers within media. Online influencers range from all types of groups and categories, such as fashion, fitness, travel, activism, politics, environmental and sustainability issues and awareness, and more. Sometimes these influencers will even reach beyond their category and touch on other aspects. This is often seen when influencers use their platforms to spread awareness for political or social issues. Influencers hold a lot of power given to them by platforms and their followers; they shape trends and form their own types of online communities.
Another major aspect of social media and specifically online influencers is echo chambers. Echo chambers are when someone is in an environment where they are only confronted with beliefs or opinions that align with their own. This causes them to be constantly reassured in their own thoughts and never have the chance to explore outside information or opinions. This has very negative effects especially on young people who are still trying to figure how to think for themselves, and online influencers and social media contribute greatly to this isolation of ideas. Another phrase for this isolation is a bubble, as it leads to narrow-minded thinking. This type of isolation can occur in person depending on who you surround yourself with as well as online. Moreover, the online echo chambers often go unnoticed as they occur not only by the groups users choose to follow but also due to the algorithms used by social media platforms. These algorithms filter what a user posts, likes, comments on, and who they follow; then it uses that information to suggest similar posts and followers. This contributes greatly to a user's existing bubble, as they are not given access or exposure to opposing views or new information but rather just reinforcing their current likes and thoughts.
Furthermore, an interesting study was conducted that showed that it is the influencers that amplify differences between people on social media. The experiment involved two groups, each full of like-minded political individuals, who were then put into these echo chamber discussions. After the discussion it was revealed that the opinions of each group became more moderate and somewhat neutral compared to their strong and polarized views before. Therefore, the researchers then asked why does social media remain so polarized if this is what can happen after discussion? The answer they discovered is social media influencers. Influencers, as previously mentioned, are often at the center of online platforms and given a substantial amount of power over users and how they think. Although many people may casually choose to follow an influencer, they unconsciously or subconsciously begin to align with their views and allow them to “influence” their own lives. This might not always be in a political sense, but rather could take the shape of them promoting a product and how great it is or a certain exercise to help with weight loss. The user may then choose to buy the product for themselves or do the same workout and begin expecting the same results of the influencer.
Overall, I think that influencers can be a positive presence on social media, however I also am an avid believer that they hold too much power. Their platforms may start as fun and casual videos, but once they gain a following they have the power to sell out products, start a new trend, give thousands or even millions of supporters over to a cause, and much more. This is a new type of power that has begun to influence a lot of people, especially children and young adults. Numerous studies have revealed that “consuming influencer content directly affects the way teenagers behave”. They “feel as though they trust or know social media influencers personally” when in reality they may only be getting a small glimpse into their lives and one that may or may not be fabricated for the sake of entertainment. This creates fake lives and standards that young users often become obsessed with and try to replicate in their own lives, affecting their own beliefs, morals, and behavior.
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