The Influencer Phenomenon as Cultural Actors: An Analysis of Image Construction and Digital Communication Practices

Abstract

This study aims to analyze the phenomenon of influencers as cultural actors in digital communication spaces by examining processes of image construction and digital communication practices. A qualitative approach with an interpretive case study design is employed, as the influencer phenomenon is contextual and requires an in-depth understanding of symbolic meaning-making and cultural practices. The research setting is situated in digital spaces, specifically Instagram and TikTok, selected due to their central role in influencer self-representation and audience interaction. Five influencers were purposively selected as informants based on content consistency, audience engagement, and their influence on digital cultural discourse. The findings reveal that influencers function as cultural actors who actively construct their public image through symbolic representations, personal narratives, and platform-driven communication practices. These practices contribute to the production and circulation of social and cultural meanings within digital environments. The study highlights that influencer communication is shaped by both cultural intentions and platform logics. It is recommended that future research further develop critical perspectives in digital cultural communication and address the ethical implications of influencer practices in shaping contemporary digital culture.