DISCOURSE OF INFLUENCERS IN CONDITIONS OF PLATFORM IMPERIALISM

Abstract

The purpose of this article is to identify the features of influencers’ discourse in the conditions of platform imperialism using the example of the reaction to the start of a special military operation. The author demonstrates the dynamics of the formation of the categorical apparatus in theories of imperialism from the moment the term appeared to the latest conceptualizations of individual forms of imperialism. The author examines such forms or dimensions of imperialism as cultural imperialism, media imperialism, communication imperialism, soft power, “sharp power”, digital colonialism, digital neocolonialism, digital imperialism, platform imperialism, blockchain imperialism, app imperialism. The concepts of digital imperialism and platform imperialism, their basis and characteristics are examined in more detail. Based on past research and taking into account modern analysis of website and application ratings, conclusions are drawn about the country-specific characteristics of the global platform economy. The author examines the phenomenon of influencers in the context of platform imperialism and the concept of “third spaces.” Influencers are considered both as a specific part of the “virtual elite”, the prosumtariat, and as a labor aristocracy. Youtube is analyzed in the context of the events of a special military operation, censorship on this platform and changes in the economic aspects of the functioning of the platform. Youtube's actions are viewed within the logic of platform imperialism. In an empirical study, the author analyzed 100 Youtube channels with the largest number of subscribers. Initially, the author identified channels that posted political content in late February and early March 2022. Next, channels with political content were subjected to a critical discourse analysis procedure. The author draws conclusions about the nature of influencers’ actions in the context of Youtube sanctions and a special military operation. Based on this, conclusions are drawn about the nature of the values that guide influencers when creating content.

Keywords:

GLOBALIZATION, IMPERIALISM, DIGITAL IMPERIALISM, PLATFORM IMPERIALISM, INFLUENCERS, THIRD SPACES, SPECIAL MILITARY OPERATION, VIRTUAL ELITE, POST-MATERIALIST VALUES