Under the Influence: How Beauty and Fashion Professionals understand the Role of Social Media Influencers

• In Event: 40825 - Disability, Work and Economies of Difference

Abstract

Digital platforms are praised for their democratizing influence on the beauty and fashion industries. This praise suggests that opportunities for platform labour are on the rise among historically marginalized talent including social media influencers with disabilities. Using unique survey data from among 244 industry professionals, this paper offers an analysis of insiders’ attitudes and perceptions of the role social media influencers play in shaping diversity and inclusion in the fashion and beauty industries. Findings indicate that professionals largely believe their industry is diverse and inclusive and becoming ever more so. We show how these beliefs shift alongside professionals’ engagement with social media influencers, with a critical focus on markers of disability. By exploring the complex interplay of influencer labor and traditional industry norms, we underscore the need for critical reflection on the promises and realities of inclusivity in fashion and beauty, and the democratic potentials underscoring platform labour.

Authors

• Jordan Foster, McMaster University

• David Nicholas Pettinicchio, University of Toronto