Digital technologies are being used extensively and pioneeringly by young people, transforming the way they interact and perceive themselves and each other (Maclsaac, Kelly & Gray, 2018). This digital youth culture is deeply affected by the political economy of online platforms.From this perspective, young people are predominantly exposed to discourses about lifestyles marked by consumerism and led by increasingly professionalized and commodified content creators (Hund & McGuigan, 2019). On the other hand, as audience members in the digital environment, they share the idea that they can be both audiences and content creators (Livingstone, 2013).
A digital influencer is someone who, using digital platforms, namely social networks, influences the opinions of others on a given topic, causing them to change their habits or behaviors. As a rule, influencers manage to establish a relationship of trust with a certain number of followers, transmitting certain messages to them as they gain popularity.
Given the ease of access to all types of content, combined with the increasing use of technological devices with internet access by young people, risky, inappropriate and sometimes unconscious exposure to a wide range of influences arises, with a potential negative effect on the recipients.
Is the phenomenon of the influencers something new or is it a new designation of the old concept of opinion-maker? They are distinct phenomena, even if they have some parallels and similarities, but they are not confused, whether by the means used, the basis of the authority of the opinions conveyed, or even the style of communication. Influencers are valued for the entertainment they provide, as role models or lifestyle models, and as a source of learning about topics of interest to young people.
People who create influential digital content share ideas, opinions, and experiences on social media. Many influencers can generate positive learning for the lives of children and adolescents, but there are behaviors that need to be monitored by parents and educators. The non-existent "perfect life" standard sold on some profiles hinders the construction of a self-image, self-acceptance, and self-esteem in youth, which is an intense phase of understanding one's own identity.
"Influencers impact the academic and professional decisions of young people with their engaging narratives".
Students with greater autonomy and critical capacity are more committed people and are aware of the risks of consuming online content. To deal with the impact of the influencers on the lives of young people in the school context, educators can address the subject in the classroom.
MacIsaac, Kelly & Gray, (2018) identified four characteristics of youth digital socialization that seem to reflect the prevailing logic on social media platforms: the importance of "knowing" others and becoming known/popular, imitation of celebrity logic, perception of being under constant surveillance (pressure to follow imposed beauty standards) and interactions seen as entertainment.
Talking about media education and bringing the digital universe into the classroom is not only an innovation for the teaching and learning relationship, but it is also essential for building citizenship and critical awareness among students. Memes and other trends that emerge on social media can be used contextually in writing, textual interpretation, or any other classes. Using these approaches, schools can help students think about what they are reading and sharing on the Internet.
Develop socio-emotional skills. Mental health is an increasingly common topic in educational discussions, especially regarding the influence of social media on young people. It is important for students to be able to respect and express their emotions, acting with emotional autonomy inside and outside the classroom, through socio-emotional skills such as communication, digital literacy, self-awareness, empathy and critical thinking.
The risks of misinformation can be addressed by fostering digital literacy among students, helping them evaluate the quality and credibility of content. Furthermore, promoting collaborations with quality educational influencers can ensure that reliable content has greater visibility. Teaching students how to critically navigate these resources while leveraging their educational potential is key.
In the face of a current and complex issue, it is essential that the professor acts as a mediator, helping the student to reflect on the content and distinguish between education, entertainment and commercial aspects. In this way, through a considered approach we contribute to a balance between technological innovation and the development of critical skills of young people in their academic and professional decisions.
"Families and educators can support young people in making more informed and thoughtful decisions based on self-awareness and reflection".
Conclusions
- Influencers impact the academic and professional decisions of young people with their engaging narratives that can inadvertently shape the aspirations of students, highlighting certain professions as highly glamorous or socially valued. The negative impact of the influencers is highlighted in the Netflix documentary The Dark Side of Child Influencers which exposes the predatory world surrounding children who are famous on the Internet.
- The advantages of influencers are that they can provide educational content, inspire creativity and promote understanding of the importance of academic and professional decisions in young people's lives. However, the risk of influence, like all influences, is to create the illusion of a way of life that is not real, so support from families and schools is essential to avoid alienating young people from potential risks to their personal and professional development.
- Families and educators can support young people in making more informed and thoughtful decisions based on self-awareness and reflection. Making well-informed choices requires research and analysis. Teach young people to seek information about academic programs, the job market, and future opportunities, and encourage them to talk to professionals and professors in fields that interest them. Finally, it is essential to offer support, guidance, and a space for reflection—without imposing decisions or creating unrealistic expectations.
As a central idea: in a society shaped by an excess of information, influences, and misinformation, the ability to question, evaluate, and critically reflect on what we see and hear is essential for forming individuals who are more aware and better prepared to face challenges.
Developing critical thinking should start early, and it is the role of educators and parents to foster this skill in children and young people through activities that promote curiosity, inquiry, and reflection—key to making informed academic and professional decisions.
References
MacIsaac, S., Kelly, J. & Gray, S. (2018). She has like 4000 followers!: the celebrification of self within school social networks. Journal of Youth Studies 21 (6), 816-835.Hund, E. & McGuigan, L. (2019). A Shoppable Life: Performance, Selfhood, and Influence in the Social Media Storefront. Communication, Culture and Critique, 12 (1) 18–35.
Livingstone, S. (2013) The participation paradigm in audience research. Communication. Review, 16 (1-2). pp. 21-30.
