Break the Internet

in pursuit of influence

By: Olivia Yallop

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Paperback | 5 January 2022

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Paperback
288 Pages

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3.3 x 15.5 x 23.4

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Traditional media is over. The internet reigns. And in the attention economy, influencers are royalty. But who are they ... and how do you become one?

Break the Internet takes a deep dive into the influencer industry, tracing its evolution from blogging and legacy social media such as Tumblr to today's world in which YouTube, Instagram, and TikTok dominate. Surveying the new media landscape that the rise of online celebrity has created, it is an insider account of a trend which is set to dominate our future - experts estimate that the economy of influence will be valued at $24bn globally by 2025.

Olivia Yallop enrols in an influencer bootcamp, goes undercover at a fan meetup, and shadows online vloggers, Instagrammers, and content creators to understand how online personas are built, uncovering what it is really like to live a branded life and trade in a 'social stock market'. From mumfluencers and activists to governments and investors, everyone wants to build their online influence. But how do you stay authentic in a system designed to commodify identity? Break the Internet examines both the dangers and the transformative potential of online culture.

About the Author

Olivia Yallop is a digital strategist and commentator on technology and pop culture. She is Creative Director at The Digital Fairy, a creative agency and digital consultancy. She has a degree from the University of Oxford and lives in London.

Industry Reviews

'This is a book that looks deeply at the commodification of the self, and the increasingly blurred line between leisure and labour ... Behind our small screens is an unimaginable vastness, which Break the Internet manages to shape into something understandable, even to the influencer-ignorant such as me ... wryly funny.'
-Emily Margolis, The Guardian

'It is refreshing to read a book that eschews the usual sneering anti-influencer condescension. Break the Internet is devoid of snobbery, placing the emergence of influencers within a wider economic context ... persuasive and well-written.'
-James Bloodworth, The Times

'Olivia Yallop has written the definitive insider account of influencer culture. Break the Internet is erudite, smart, entertaining, and essential.'
-Will Storr, author of Selfie

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