COMMUNICATING CARE - HEALING, THERAPY AND INFLUENCER PRACTICES ON SOCIAL MEDIA

Abstract

Building on two case studies, this paper will discuss emerging healing, health and therapy cultures on social media and the role of (micro-)influencers within these cultures. While influencer cultures have become an important field of internet research over the last decade (see for example Abidin, 2015), scholars typically focus on commercial influencers in the context of fashion, beauty, travel, lifestyle genres, and adjacent genres. This paper contributes to extending how we imagine and theorise influencer practices and explores influencers and influencer practices that are motivated, arguably, by healing rather than financial or ideological ambitions. Theoretically, we consider how digital affect cultures enable influencers and followers to (re)create narratives about health, relate through resonance and engage with media rituals rather than merely seek information. As influencer practices and cultures continue to expand beyond popular or normative conceptualisations, this paper offers empirical accounts to open up the contexts and theories we use to explore influencer dynamics. Our paper is a starting point to invite conversation at the conference about the diversity of influencers and influencer cultures, how we might theorise their roles, and how care, healing, health and therapy is felt and communicated.