Dr. Desirée Schmuck, Assistant Professor at the Department of Mass Communication at KU Leuven, shares her research on social media influencers and their effects on users’ political attitudes and behavior. We break down three of Dr. Schmuck’s studies. The first focuses on how exposure to political influencer content affects young social media users’ behavior, both in terms of formal electoral participation and environmental sustainability. The second examines how influencers might affect users’ perceived simplification of politics, and how that perception influences users’ political cynicism and interest. The third study is an experiment that seeks to understand how misinformation from lifestyle influencers could affect female social media users’ attitudes toward Covid and trust in public health information.

Here are links to the studies we discuss in the episode:

The Mobilizing Power of Influencers for Pro-Environmental Behavior Intentions and Political Participation (2022)

Politics–Simply Explained? How Influencers Affect Youth’s Perceived Simplification of Politics, Political Cynicism, and Political Interest (2022)

Responses to Social Media Influencers’ Misinformation about COVID-19: A Pre-Registered Multiple-Exposure Experiment (2022)