The New Real Computer Generated Cyber Influencers and the Mediated Authenticity on Instagram

Abstract

An investigation into the social networking patterns of “digital natives,” a new generation who have only lived in a society where connection is as immediate through the press of a button, as through the ringing of a doorbell, is crucial to uncovering what SherlyTurkle’s groundbreaking “Alone Together” touches on regarding how technology has shaped us thus far, and what our future social media interactions will be.  Instagram is the tool of choice for this new generation and was conceived of, and launched, in a post-Facebook, post iPhone moment. It flips the reality/fantasy dimension where the best version of the self is presented as a constant reality. “Digital natives,” a generation who have only experienced a world in which “being plugged into technology is a way of life” have taken this to a new level with the introduction of “digital supermodels” and “sociable robots” such as Lil Miquela (@Lilmiquela – 1.6 million followers). A desktop content analysis using Enli’s (2015) mediated authenticity principles to investigate the images posted by @LilMiquela highlights the complexity of mediated authenticity within the online space. With various fashion labels partnering with these “cyber models” through collaborate posts and official collection videos, understanding how authenticity is enacted and communicated to audiences by this account is crucial in predicting the future of online advertising to the new generation.