Influencers in media context, focus on television
Social media platforms change media landscape by providing the infrastructure for new creative, social and media economical practises within television production and promotion
Social media platforms change media landscape by providing the markets, infrastructures and governance enabling new media economical, social, cultural and labor practises affecting local media industries.
Core processes of creating and capturing value, as I see it, are the following (visualized in the graph below).
preparing a conference paper and a future research article on the subject
Individual audience members experience personal value from consuming (and engaging with), and sometimes themselves creating social media content.
Social media influencers maintain communities on social media. Appearing as guests or hosts in programs, social media influencers attract their audiences to view TV program content.
Audiences create value for TV companies by consuming content as measured by Total TV, the audience metrics system.
The television companies program television channels to attract audiences, selling those audiences to advertisers, who buy media space as planned and executed by media agencies.
Production companies and / or TV companies promote programs to gain attention, creating phenomena.
Social media influencers monetize their audience relationship. Appearing on television programs exposes them to new audiences as well as strengthens their professional networks within the media industry.
Advertisers (brands) capture value by selling more of product due to consumer action resulting from influencers' recommendations.
Social media platforms extract data from all of the above activity, enhancing their advertising targeting and content personalization ability. Social media platforms also get advertising revenue from brands.
Above is the overall ´ecosystem of attention´ as I see it in light of my research so far. This blog post is me, thinking out loud, in preparing a conference paper and a future research article on the subject. What is this conceptualization missing, considering social media influencers’ involvement in the culture and business of television?