Global influencers’ content creation strategies
Negotiating with platform affordances to practice vernacular creativity
Bibliographic Data
| ID | 6442013 |
|---|---|
| Authors | Kiran Vinod Bhatia (0000-0002-6205-7104, Utrecht University, the Netherlands), Manisha Pathak-Shelat (0000-0001-7586-7301, MICA, Ahmedabad), Suchetana Sinha (MICA, Ahmedabad), Tatsita Mishra (MICA, Ahmedabad) |
| Year | 2024 |
| Volume | 47 |
| Issue | 1 |
| Pages | 130-153 |
| Publication date | 2024-09-05 |
| Peer Reviewed | Yes |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | Media Culture & Society (JOURNAL) |
| Journal identifiers | ISSN: 0163-4437 • E-ISSN: 1460-3675 |
| Publisher | SAGE Publishing (PUBLISHER • US) |
| DOI | 10.1177/01634437241276408 |
| OpenAlex | W4402335550 |
| Language | EN |
| Citations received | 11 |
| References cited | 28 |
We examine how globally oriented-influencers from India utilize specific strategies of content creation to negotiate with the dominant logic of platform affordances to engage with global audiences. It involves individual negotiations by the influencers with the platform affordances in creating content that foregrounds their cultural realities and aspirations while remaining relevant to global audiences. We do so by deploying the critical technocultural discourse analysis (CTDA) framework to understand influencers’ strategic choices and discursive practices as they interact and negotiate with the platform affordances. Our analysis shows two processes that help the influencers communicate their content to the global audience and sustain their local connections and followership: (1) Templatization: a process through which influencers from the global South attune themselves to the technological possibilities of the platform and utilize its features to produce content with a set of replicable patterns, formats, and practices; and (2) Cultural brokering: a negotiation strategy which allows the influencers to foreground and express their quotidian lived realities and cultural experiences in an increasingly globalized digital environment
Affordance · Art · Business · Content (measure theory · Creativity · Human–computer interaction · Influencer marketing · Negotiation · Political science · Social science · Sociology · Vernacular · Computer Science · Digital Games and Media · Digital Marketing and Social Media · Impact of Technology on Adolescents · Marketing
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Global creator culture? Converging values and generic practices in YouTube reviews
Reimagining digital inclusion through platform economies in Brazil
Adaptation and Optimisation across Audiovisual Platforms
Between Indian and white worlds
Creativity, Communication and Cultural Value
Thematic analysis.
Platform-Specific Self-Branding
(Not) Getting Paid to Do What You Love
Me and My Robot Smiled at One Another
Funeral and Instagram
Lawless
Materiality and Organizing
Gen Z, Digital Media, and Transcultural Lives
Social Media Use in Organizations
A Shoppable Life
Collateral Casualties of Consumerism
Affordances-in-practice
Digital youth cultures in small town and rural Gujarat, India
Critical technocultural discourse analysis
Managing visibility on YouTube through algorithmic gossip
Want to be on the top? Algorithmic power and the threat of invisibility on Facebook
The influencer pay gap
Explicating Affordances
Bottom-up imaginaries
The Social Construction of Facts and Artefacts
Encoding and decoding affordances
The politics of 'platforms
Influencer Management Tools
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| Unique citing works | 11 |
|---|---|
| Citations per year | 11 |
| Citation span | 2025 - 2026 (2) |
| Citation velocity | current |
| Highly cited | No |
| Citation types | Neutral: 10 |