ANYTHING BUT: IDENTITIES AND PRACTICES OF MALE SOCIAL MEDIA INFLUENCERS IN SINGAPORE

Abstract

This paper seeks to examine the identities and practices of male social media influencers in Singapore. Currently, there exists much research on female influencers, but not much has been explored regarding the work of male influencers. Through the use of semi-structured qualitative interviews and photo elicitation sessions with seven male social media influencers in Singapore, it is evident that they do not identify with the term ‘influencer’. However, their reasons lie not along gendered lines, but in how they understand the term in relation to themselves and their work. These male influencers engage in similar practices as that of their female peers, utilising the features and functions of their chosen social media platforms to foster audience-influencer relationships. This paper concludes with some suggestions for further research in the field of influencer studies.