Article written by Filipe Vilicic and Daniela Osvald Ramos for the Intercom – Brazilian Society for Interdisciplinary Communication Studies.
Abstract
To advance in understanding the intermediations between the digital influencer and the mass of his fans, a qualitative research was carried out with questionnaires for 103 followers of Felipe Neto, and with his participation. The aim is to problematize the centrality of the digital influencer in structuring relationships in equally digital environments. The basis for theoretical interpretation is the Barberian model of Communicative and Cultural Mutations. We place the digital influencer as an operator of our communication cartography. Converted into a mass leader, he becomes a vocalizer and provocateur of the experiences of the crowds. In other words, the digital influencer is also a crowd operator.
Keywords: Digital Communication; Mass Culture; Digital Influence; Digital Influencers; Social Media.