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Politicisation of the Domestic: Populist Narratives About Covid-19 Among Influencers
[journal article]
Abstract The article analyses the proliferation of narratives about Covid-19 as an orchestrated political event among female lifestyle influencers on Czech Instagram. As the Covid-19 pandemic turned even the most basic everyday activities into politically loaded questions, the boundaries between lifestyle, d... view more
The article analyses the proliferation of narratives about Covid-19 as an orchestrated political event among female lifestyle influencers on Czech Instagram. As the Covid-19 pandemic turned even the most basic everyday activities into politically loaded questions, the boundaries between lifestyle, domestic, and political content posted by influencers became increasingly blurred. The article explores this process of "politicisation of the domestic" with a focus on (a) the gendered character of influencer communities on Instagram, (b) the process of authority building within the newly politicised and gendered spaces, and (c) the post-socialist socio-political context of the Czech Republic that frames current political events by symbolic references to a totalitarian past. Empirically, the article builds on data collected using digital ethnography and ethnographic content analysis of selected Czech female lifestyle influencers’ Instagram profiles.... view less
Keywords
Czech Republic; social media; populism; influence; advertising medium; ethnography; political influence; epidemic; gender-specific factors
Classification
Political Process, Elections, Political Sociology, Political Culture
Interactive, electronic Media
Ethnology, Cultural Anthropology, Ethnosociology
Media Contents, Content Analysis
Free Keywords
Covid-19; Instagram; political influencers; social media influencers
Document language
English
Publication Year
2022
Page/Pages
p. 180-190
Journal
Media and Communication, 10 (2022) 4
Issue topic
Online Communities and Populism
ISSN
2183-2439
Status
Published Version; peer reviewed