The mutual configuration of affordances and technological frames: Content creators in the Chilean influencer industry

Abstract

Examining the case of the Chilean influencer industry, this paper argues for situating affordances within a wider context in which the features of platforms acquire meanings. Our analysis focuses on two dynamics. On the one hand, we examine how the Chilean influencer industry is shaped by a ‘technological frame’ that structures the valence of affordances. We show that affordances are neither ‘naturally’ nor ‘neutrally’ imagined by actors but rather culturally located within technological frames that shape the discourses, values, and practices from which they obtain cultural meaning. On the other hand, we analyze how affordances provide a material support for the temporal and spatial expansion of these technological frames. Thus, cultural contexts and platforms’ features mutually configure each other in ways that have not always been recognized in the scholarly literature about affordances. We situate negotiations about what it means to be an influencer in Chile, the role of intermediaries (eg branding agencies), communication with followers, and the global influencer industry as part of this mutually constitutive relationship.