Influencer autonomy: Navigating authenticity, agencies, and algorithms

In this article, we explore the often-overlooked concept of autonomy among influencers. We define influencer autonomy as the sense of control and self-governing freedom that influencers perceive in their everyday life and work. Based on in-depth interviews with 28 Norwegian influencers, influencer managers, and legacy media experts working with influencers, our research uncovers a complex interplay between influencers’ sense of autonomy and restraints emanating from their social environment. We argue that influencer autonomy is at the same time enabled and restricted by three structures: cultural norms, technological algorithms, and economic management. Understanding the space for autonomy within these structures is, we contend, crucial for deciphering power within the influencer industry. Our findings reveal that while influencer autonomy is always limited and partial, it remains a compelling narrative.