The mindful marketplace: ideological repackaging in influencer marketing
研究了Instagram上16位正念网红如何通过话语和实践策略，在推销商品的同时保持真实性，挑战了真实性与商业性对立的假设，并引发对真实性膨胀、非正式专家和信仰体系货币化的伦理担忧。
Amid the broader cultural rise of contemplative traditions, social media influencers, particularly those promoting mindfulness, blend commercial self-promotion with the ideological commitments of this philosophy. This study examines how they navigate authenticity and commerciality by repackaging mindfulness into marketable products. Using a qualitative analysis of 16 mindfulness influencers on Instagram, we identify two strategies, discourse and practice, that enable them to maintain authenticity while commercializing a belief system. Our findings challenge the assumption that authenticity and commerciality are inherently oppositional. This study demonstrates how these dynamics can coexist, while raising ethical concerns around authenticity inflation, informal expertise, and the monetization of belief systems.