The Birth of Collective Action Out of Influencer Culture?: Individual Visibility and Power Dynamics in the Feminist Anti-War Resistance

Abstract

In recent years, a body of critical scholarship has emerged that interrogates the impact of influencer culture on feminist activism. This study contributes to the ongoing scholarly debate by examining the Feminist Anti-War Resistance (FAR). FAR is a digitally-enabled social movement founded by a group of Russian feminist “activist-influencers” (Semenzin 2022) after Russia’s full-scale invasion of Ukraine. Utilizing 16 in-depth interviews with FAR activists and digital ethnography, the research delves into the complex collective dynamics within FAR. The study highlights the central role of activist-influencers in launching this project, recruiting activists, and establishing its public communication. However, it also highlights a power imbalance stemming from the ambiguous position of activist-influencers within FAR. Some research participants noted that influencers, possessing greater media visibility and resources, disproportionately impact the movement, which claims horizontality as its core value. This has led to feelings of “confusion” and “unfairness” among some participants, and in some cases, it has complicated the effective functioning of the project. Thus, the study of FAR sheds new light on the scholarly debate about the effect of the emerging influencer culture on collective feminist politics. This research argues that influencers do not necessarily undermine the feminist collective action; rather, they can enhance mobilization and organization. However, the investment of influencers in neoliberal visibility and the attention economy may impede collective dynamics. This study underscores the need for critical engagement with digital platforms and cultures to maintain the collective ethos of feminist activism.