Time was, before social media and our complicit acceptance of 21st-century jargon such as ‘content’ and engagement,’ influence could be gauged on good old-fashioned herd hierarchy and gut feelings, like fear—think: Michael Corleone in The Godfather or Regina George in Mean Girls. These days, in an interactive digital world, a newfangled, ever-evolving concept of ‘influencer’ has become a bona fide career path—a recent Harris Poll survey conducted on behalf of Lego Group found that American and British children aged 8 through 12 selected YouTube star as their dream job, way ahead of astronaut, musician, teacher and professional athlete. Now the strategic acquisition of influence can be both quantified and monetised, to the tune of US$8 billion last year alone.
This story is from the May 2020 edition of Tatler Malaysia.
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This story is from the May 2020 edition of Tatler Malaysia.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 8,500+ magazines and newspapers.
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