Research Review
Like & Subscribe: Influencers and the Shift to Parasocial Authority
Who gets to be influential, and at what cost? Over the past two decades, public attention spans and approaches to “truth” have undergone significant transformation: from legacy media to short-form video, credentialed expertise to projected authenticity, and, increasingly, from human influencers to AI-generated ones.
In this research review, communications scholar Julia Jeonghyun Parke provides a detailed look into social media influencers as voices of authority in the public sphere – how success is shaped by algorithms and social hierarchies, and where new frameworks are needed to understand one of the biggest shifts in our contemporary media landscape.
