In today's society, the power of someone's reputation, or influence, has been turned into a job: that of being a social media influencer. This role comes with promises, such as aspirational work, but is rife with challenges, given the controversy that often surrounds influencers. This is the first book on the regulation of social media influencers, that brings together legal, economic and ethical angles to further unveil the implications of influencer marketing.
Thus far, influencers have been under scrutiny for not disclosing paid advertising, yet their activity has many more questionable implications. This edited volume combines insights from law, economics, ethics and communication science to reveal these implications and propose new ways in which public bodies, social media companies and citizens ought to relate to influencer marketing.
Academics and students of Law, Economics, Ethics and Communication Science will find policy making insights in this collection. In addition, The Regulation of Social Media Influencers will be essential reading for regulators.
Contributors include: E. Apa, M. de Cock Bunning, S. de Jans, M. de Veirman, R. Ducato, I. Ebert, C. Fieseler, C. Goanta, L. Hudders, M. Leiser, M. Leszczynska, D. Mangan, G. Newlands, F. Pfluecke, O. Pollicino, S. Ranchordas, D. Sindermann, E. van den Abeele, S. van der Hof, G. van Dijck, V. Verdoodt, I. Wildhaber
Rezensionen / Stimmen
'Social media influencers are a new object of study. Bringing together experts from different disciplines, this book offers a unique set of lenses to examine the legal, ethical, and broader societal implications of this fascinating phenomenon that is emblematic of today's attention economy. Covering a broad range of pressing issues from consumer protection to labor and speech law, the volume provides both practical insights as well as ''food for thought'' as we reimagine the role of law in the digital age.'
--Urs Gasser, Harvard University, US
Reihe
Sprache
Verlagsort
Zielgruppe
Maße
Höhe: 234 mm
Breite: 156 mm
ISBN-13
978-1-78897-827-9 (9781788978279)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Klassifikation
Edited by Catalina Goanta, Associate Professor, Faculty of Law, Economics and Governance, Utrecht University, the Netherlands and Sofia Ranchordas, Professor of European and Comparative Public Law, Groningen Law School, the Netherlands
Contents:
1 The regulation of social media influencers: an introduction 1
Catalina Goanta and Sofia Ranchordas
PART I SOCIAL MEDIA, FREE SPEECH AND PUBLIC INTEREST
2 Free speech and the right of publicity on social media 22
Ernesto Apa and Oreste Pollicino
3 Life after the European Audiovisual Media Services Directive: social media influencers through the looking-glass 47
Madeleine de Cock Buning
4 An ethical view on influencer marketing - dynamic interaction between individual and economy or a simple data-driven advertising model? 74
Isabel Ebert and Dana Sindermann
5 Child labour and online protection in a world of influencers 98
Valerie Verdoodt, Simone van der Hof and Mark Leiser
PART II INFLUENCER MARKETING AT WORK
6 Unravelling the power of social media influencers: a qualitative study on teenage influencers as commercial content creators on social media 126
Marijke De Veirman, Steffi De Jans, Elisabeth Van den Abeele and Liselot Hudders
7 #dreamjob: navigating pathways to success as an aspiring Instagram influencer 167
Gemma Newlands and Christian Fieseler
8 Influencer marketing as labour: between the public and private divide 185
David Mangan
PART III CONSUMER DISCLOSURES AND CONTRACT LAW
9 Controlling influencer content through contracts: a qualitative empirical study on the Swiss influencer market 210
Catalina Goanta and Isabelle Wildhaber
10 One hashtag to rule them all? Mandated disclosures and design duties in influencer marketing practices 232
Rossana Ducato
PART IV SOCIAL MEDIA AND EMPIRICAL RESEARCH DESIGN
11 Assessing the methodological quality of empirical research on social media influencers 275
Monika Leszczynska and Gijs van Dijck
12 Making influencers honest: the role of social media platforms in regulating disclosures 299
Felix Pfluecke
Index 323
