Influencers wield great power in modern
society as they can determine public opinion, behavior, and various trends that define subcultures
and culture in general. The rampant rise of social media and influencers has become something
that can be studied and understand how modern society works. Th...
In contemporary society, social media has become a highly impactful technology
considering that it has been able to penetrate different sectors and levels of society. The impact
that social media has had has also led to the rise of influencers who have become a vital factor in
how this technology is used. Social media and influencers have become a means of how people
understand the world and also how they interact with it. Influencers wield great power in modern
society as they can determine public opinion, behavior, and various trends that define subcultures
and culture in general. The rampant rise of social media and influencers has become something
that can be studied and understand how modern society works. The sociological implications of
social media influencers are ripe for analysis as it is something that can be observed anywhere in
the world. This essay provides a critical analysis of the sociological impact that social media
influencers have had on society and how this trend is expected to continue in the future.
Social media platforms like Instagram, Twitter, TikTok, and Facebook have become
environments in which different individuals have been able to shape various social narratives.
These platforms have features and functions that allow influencers to interact with other users
who share opinions and world views that align with their ideology. On social media, there exist
influencers for all subcultures and this makes it easy for any individual to have direct access to
these individuals as the features of these platforms make the search process easy. Instantaneous
interaction is easily achieved on social media thus making social connections easier and
customized to the user's needs. This type of environment has created ecosystems that are headed
by influencers who are seen as defacto leaders for each subculture. It is also important to note
that it is easier to create virtual identities further cementing the power that influencers have on
society (Lozano-Blasco et al., 2023). The large following that social influencers have is vital for
various shareholders in society considering that it can be leveraged to influence not only what
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