Tra influence culture e attivismo digitale: l’influ-attivismo come nuovo vettore di cultura politica

Abstract

This article explores the emerging phenomenon of influ-activism, where digital influencers and activists converge, creating hybrid practices that blur the lines between commerce and political engagement. Influencers are increasingly aligning themselves with social causes, enhancing their public image and authenticity, while activists are adopting influencer marketing strategies to amplify their impact and secure resources. This bidirectional movement raises critical questions about the commodification of activism and the role of digital platforms in shaping political discourse. By considering influ-activism as a breeding ground for political cultures, the authors propose a comprehensive theoretical framework based on four key dimensions of investigation: (1) communicative subjectivity, where influencers adopt political identities and blend self-commodification with political mobilisation; (2) communicative practices, highlighting how influencers commit their personal brand to political and social causes to strategically increase visibility and engagement; (3) audiences, focusing on the agency of followers who actively engage in political discussions and hold influencers accountable; and (4) ecosystemic context, where platform algorithms and visibility logics enhance the reach of these hybrid actors and drive controversial dynamics of politicization. By positioning influ-activism within neoliberal and platform logics, the article provides a theoretical framework for future research on these socio-political dynamics.