The future of influencers

In the dotcom era, communication professor Angèle Christin embedded herself in newsrooms, where she witnessed how audience metrics tilted journalism toward viral content over in-depth reporting. Christin now researches the influencer economy and how content creators monetize their production by any of three means – brand sponsorships, engagement-based payments from social media platforms, and direct-to-audience subscriptions, donations, or sales. She says this engagement-based ecosystem steers communication toward what captures attention, not always what best informs. To improve our reeling national dialogue, we must first change the financial model of social media content, Christin tells host Russ Altman on this episode of Stanford Engineering’s The Future of Everything podcast.