Social media influencers and the online identity of Egyptian youth

Identificador:  TDX:3107

Handle: https://hdl.handle.net/20.500.11797/TDX3107

Autores:  Moussa, Hanan Ezzat

Resumen:
This thesis seeks to investigate the relationship between social media influencers and the online identity of Egyptian youth. The context of this study is Egypt, a country of traditional, patriarchal and keenly religious nature. Its youth, while being expected to bring about change in the society, face many challenges on a day-to-day level and struggle with their identity. The study explores the way in which social media influencers’ and fans’ processes of identity construction are connected through their online performances and interactions in a non-Western developing culture. The study employs a qualitative methodology through in-depth interviews with nine influencers and eighteen of their fans. The interviews generate a wealth of information, insights and perspectives from both parties. The study found that there is evidence that social media influencers play an indirect role in the construction of the online identity of youth through inspiring their fans to change their attitudes and behaviours which ultimately reflects on their online identity and self-presentation.