Reassembling #MeToo: Tracing the techno-affective agency of the feminist Instagram influencer

Abstract

Political social media influencers are taking increasingly central and agenda-setting roles within contemporary media ecologies; however, little in-depth research has been conducted with regard to their agency and the practices of the specific agents involved. This article examines Scandinavian Instagram feminists’ practices and experiences in light of the #MeToo campaigns. Building on observations and interviews with feminist influencers whose followers exceed 10,000 each, the article seeks to contribute new insights about social media user agency, concentrating on some of the most powerful voices in digital activism. By regarding #MeToo an assemblage of various homogenous and shifting elements, the article highlights how feminist influencers in the Scandinavian context have taken positions as defining agents of feminism through employing Instagram’s user options for performing affective acts of labor. Though they do not utilize Instagram as a means for making money through advertising the way mainstream influencers do, nonprofit influencers such as microcelebrity feminists have large social media followings and are still arguably important players in the platform economy because of their significant reach and ability to influence political agendas.