Mentalities of Influencers
About the project
Influencers often present themselves as young, modern, and urban—they seem to embody a cosmopolitan lifestyle. However, the impact of this way of working and living on the consciousness and sociopolitical roots of these often young people remains entirely unexplored. The project, funded by the Hans Böckler Foundation, therefore focuses on the mentalities of young influencers. These mentalities intertwine the experiences of a specific and new way of working with those of a biographically young socialization and way of life rooted in the values of their parents’ generation. This unique constellation raises the central research question: what mentalities can be identified among young influencers?
To answer this question, the project draws on findings from sociological research on consciousness in the workplace. It builds primarily on the long-standing debate regarding mentalities, which has gained increasing significance in recent years. The concept examines both the working and living patterns of employees. It thus allows us to understand the respondents as subjects who have been socialized and are embedded in both the world of work and the world of life. Building on findings from studies on platform work, solo self-employment, and specifically work as influencers, the project examines the sub-question guiding the research process: how influencers position themselves socio-politically.
Methodological Approach
To address the research question, the project employs qualitative methods. The initial approach will involve discussions with experts from the industry, labor unions, and companies. At the heart of the study are qualitative interviews with young professional content creators.
