The role of influencers in advertising, between stereotypes and change

In recent years, influencers have become increasingly prominent in the digital communication landscape, emerging as key players in brand and corporate advertising strategies. However, the growing popularity of these social media celebrities with large followings has raised questions about the portrayal of women presented to consumers (Banet-Weiser et al., 2020) and the potential perpetuation of gender stereotypes (Roberti, 2022). On one hand, influencers can convey messages that promote female empowerment and diverse, inclusive beauty standards, encouraging their followers to embrace self-acceptance and challenge traditional norms. On the other hand, the use of influencers in advertising often risks reinforcing widespread gender stereotypes (Capecchi, 2021), promoting an idealized image of women that frequently emphasizes sexualization and the importance of physical appearance in achieving personal fulfillment. This study aims to investigate this dual communicative approach by examining some of the most popular influencers and the model of femininity they embody. In doing so, it seeks to highlight the need for a more critical and conscious approach to the presence of these celebrities in advertising, with the goal of promoting more authentic, inclusive, and open to change gender representations.