Italian Feminist Micro-Influencers on Instagram: New Hybrid Political Actors

This article explores the phenomenon of Italian feminist micro-influencers on Instagram, emerging as a new hybrid political actor distinct from traditional feminist movements and activists. These micro-influencers, who are digital natives rather than celebrities known from other fields like acting or singing, are increasingly significant in the feminist landscape, especially among younger generations. Their content primarily centers on feminism and their personal image, positioning them at the intersection of digital media and political activism. The study sits at the crossroads of digital media studies and activism, seeking to understand the roles these influencers play, their engagement with audiences, and their goals. It examines the strategies they use on Instagram, a platform that allows for personalized, interactive communication. The analysis focuses on "personal branding" techniques that build visibility, enabling influencers to connect authentically and directly with their followers, often through personal narratives that foster immediate identification. This shift from collective activism to more individualized models, centered on the influencer figure, reflects broader trends in political engagement and the transformation of feminist activism in a neoliberal context. However, the reality of these micro-influencers’ activism is more nuanced than the purely individualized model often suggests. While much discourse centers on high-profile figures gaining visibility, these influencers also emphasize intersectionality and community, transcending the boundaries of individual expression. The data shows that although not always closely linked to structured feminist movements, these feminist micro-influencers succeed in making feminist messages accessible to a wider audience, expanding their influence and enacting real political action. Their flexibility in operating outside traditional organizational constraints allows them to attract diverse followers and engage in less formal but equally impactful activism. These influencers play a pivotal role in creating spaces for both personal and collective reflection. They often participate in offline initiatives, such as forming local networks or proposing political actions, in line with the concept of connective action. This approach diverges from traditional activism, spreading feminism effectively among younger people and addressing issues like equality and social justice. Their ability to start collective dialogue from individual experiences highlights their contribution to enhancing feminism’s visibility and catalyzing broader social change. Nevertheless, this phenomenon is influenced by market dynamics. Instagram, as a commercial platform, fosters an economy of visibility, requiring influencers to navigate its logic and professionalize their activities. The dual nature of this activism—community-driven while also shaped by commercial pressures—creates a complex situation where influencers must balance genuine engagement with branding demands. In light of these developments, this study offers a preliminary analysis of the modes of action employed by feminist micro-influencers. It lays the groundwork for future research on their impact on feminist discourse and online activism. Through an in-depth analysis of content and audience interactions, this research aims to illuminate how digital activism is reshaping political and social participation, offering a mobilization model that creates an inclusive platform for diverse voices. By doing so, it contributes to a deeper understanding of how these micro-influencers are redefining contemporary activism and influencing the broader feminist movement.