So-called social media influencers in Malta have absolutely no influence on anything or anyone, according to a new study.
The study, carried out by researchers at the American University of Malta, showed no correlation between a person’s status as an influencer and their impact on Malta or the wider world.
“Before we began the study, we had no idea what the world ‘influencer’ meant, because we’re all over 30,” said Professor Imona Jetski, who led the study.
“We expected to discover that these online celebrities improve society by talking about big ideas, shedding light on overlooked issues and swaying public opinion – because those sound like the kind of things that someone with the title of ‘influencer’ might do,” she said.
“But to our surprise, it turns out influencers just pose in their underwear, endorse beauty products and make videos about being stuck in traffic while actually forming part of that traffic. All while thousands of their fans show their inexplicable approval.”
Some influencers were understandably unhappy with the findings of the study.
“I resent the idea that I have no actual influence,” Maltese Instagram model Sarah Zerafa told Bis-Serjetà.
“Only an hour ago I posted a photo on The Gram that made thousands of men instantly whip out their dicks and start masturbating. Tell me that isn’t absolute power.”
