The influencer economy has become a billion dollar industry, resulting in a surge in the number of “uncertified” bloggers competing to achieve lifestyle guru status.
Former social media influencer and “wellness guru” Belle Gibson first caught public attention after claiming she cured herself of terminal cancer by rejecting conventional medicine in favor of a healthy diet and lifestyle. Her story was documented on a blog and social media, which became the basis for a successful book and app, featuring lifestyle advice and healthy recipes.
The rise of lifestyle gurusClaims about how to heal illness through diet and alternative therapies are far from novel. What is new is the unprecedented speed and scale afforded by online transmission. Social media also enables bloggers to monetize their following through advertorials, affiliate programs and blog shops.
There is no commitment to independent testing procedures and results by objective, scientific methods. Rather, online metrics validate their status. Lifestyle gurus connect and inspire their followers through disclosing their struggles and vulnerability. Each life crisis, confession and revelation shared online results in more likes and followers.
Low trust societyOur trust in lifestyle gurus is a direct response to the crisis of confidence in institutions and professionals. We live in a low trust society where the very notion of expertise has come under scrutiny. In this context, lifestyle gurus use social media to present themselves as ordinary, “authentic”, and accessible by positioning themselves as alternative authorities “outside of the system”.
Blogs and social media have democratized information, but they have also confounded issues around trust and credibility through altering how we seek advice and how we decide what to believe. It should be no surprise to discover that the low barriers to entry provided by digital technologies create conditions for deceit and exploitation as well as access and participation.
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