The converged promoter, the calculating professional, and the autonomous critic – the presentation of musical authority on social media

ABSTRACT This article examines how Estonian music critics and journalists present their selves on social media. Based on in-depth interviews and observations of their social media activities, it proposes a typology of overlapping positions that music critics can adopt on Facebook: the converged promoter, the calculating professional, and the autonomous critic. These positions illustrate how musical authority is disclosed or concealed in specific social media situations and highlight the social complexities involved in music criticism in small societies such as Estonia. The findings suggest that the intimate social environment and the blurring of personal and professional spheres on Facebook favor the expression of standardized positive reactions and promotional content while downplaying autonomous critical judgments in music discussions.