Break the Internet

In Pursuit of Influence

Author: Olivia Yallop and Rose Riley

Traditional media is over. The internet reigns. And in the attention economy, influencers are royalty. But who are they … and how do you become one?

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Summary

Traditional media is over. The internet reigns. And in the attention economy, influencers are royalty. But who are they … and how do you become one?

Description

Break the Internet takes a deep dive into the influencer industry, tracing its evolution from blogging and legacy social media such as Tumblr to today’s world in which YouTube, Instagram and TikTok dominate. Surveying the new media landscape that the rise of online celebrity has created, it is an insider account of a trend which is set to dominate our future – experts estimate that the economy of influence will be valued at $24 billion globally by 2025.Olivia Yallop enrols in an influencer bootcamp, goes undercover at fan meetups and shadows vloggers, Instagrammers and content creators to understand how online personas are built, uncovering what it is really like to live a branded life and trade in a ‘social stock market’. From mumfluencers and activists to governments and investors, everyone wants to build their online influence. But how do you stay authentic in a system designed to commodify identity? Break the Internet examines both the dangers and the transformative potential of digital culture.

About the Author

Olivia Yallop is a digital strategist and commentator on technology and pop culture. She has a degree from the University of Oxford and lives in London. Rose Riley is an actor and has worked extensively across theatre, film and TV. Notable theatre credits include Macbeth, award-nominated Othello at the Riverside Studios, the Royal Shakespeare Company’s adaptation of award-winning book Hamnet by Maggie O’Farrell and The Curious Incident of the Dog in the Night-Time in London’s West End for the National Theatre. Rose is best known on screen for her role as Sandy Talbot in Call The Midwife for the BBC.