Break the Internet
Bookety Book Books
‘This is a book that looks deeply at the commodification of the self, and the increasingly blurred line between leisure and labour … Behind our small screens is an unimaginable vastness, which Break the Internet manages to shape into something understandable, even to the influencer-ignorant such as me … wryly funny.’ ELEANOR MARGOLIS, THE GUARDIAN
Traditional media is over. The internet reigns. And in the attention economy, influencers are royalty. But who are they … and how do you become one?
Break the Internet takes a deep dive into the influencer industry, tracing its evolution from blogging and legacy social media such as Tumblr to today’s world in which YouTube, Instagram, and TikTok dominate. Surveying the new media landscape that the rise of online celebrity has created, it is an insider account of a trend which is set to dominate our future — experts estimate that the economy of influence will be valued at $24bn globally by 2025.
Olivia Yallop enrols in an influencer bootcamp, goes undercover at a fan meetup, and shadows online vloggers, Instagrammers, and content creators to understand how online personas are built, uncovering what it is really like to live a branded life and trade in a ‘social stock market’. From mumfluencers and activists to governments and investors, everyone wants to build their online influence. But how do you stay authentic in a system designed to commodify identity? Break the Internet examines both the dangers and the transformative potential of online culture.
Page Count: 288 Pages
Imprint: Scribe Publications
Published: Jan 2022