Page 132 - Prathima Volume 12

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The impact of Influencer Culture on Digital Hyper-Reality: A
Case Study on the Food Consumption Patterns of Sri Lankan
Urban Youth

Anuradha C. Senanyake (email: anuradha@soc.cmb.ac.lk)
& Nedha de Silva (email: nedha@soc.cmb.ac.lk)

Abstract

In the modern world the emphasis laid on social networking sites (SNS) is ever
increasing along with the advents of globalization. In the global communication
landscape, social networking sites are utilized for a myriad of purposes ranging from
an individual communication platform to a marketing tool in business enterprises.
SNS are used by individuals to connect with users and reconnect formers contacts,
information dissemination and knowledge gathering. As a marketing tool, this is
utilized by business enterprises for promoting of products and influencing the
consumption. The role of influencer culture which fosters Social Media Influencers
(SMIs) can be considered as a novel social trend in the Sri Lankan context, where SMIs
influence the food consumption patterns of youth via online reviews and blog posts in
SNS. This study attempts to examine the impact of influencer culture on digital hyper-
reality with special reference to Sri Lankan urban youth. The data for the current study
were gathered through an online questionnaire to which 54 participants from urban
Colombo were chosen via a purposive sample responded. The data suggested that
influencer culture in Sri Lanka is not well established and is commercialized, although
the case of language and imagery play a key role in projecting a surreal image of
eateries that are far from the truth emphasizing its emergence. Majority of respondents
refrain from following a few SMIs due to the subjectivities associated with taste and
ambiance, and the hyper-reality created by SMIs.

Key Words: Digital hyper-reality, Food consumption, Social Media Influencers,
Social Networking Sites, Youth

1. Introduction

In the modern world along with the advents of globalization, the emphasis laid on
social networking sites (SNS) is ever increasing. In the global communication
landscape, social networking sites are utilized for a myriad of purposes ranging from
an individual communication platform to a marketing tool in businesses. SNS are used
by individuals to connect with users and reconnect formers contacts, information
dissemination and knowledge gathering. As a marketing tool, this is utilized by
business enterprises for promoting products and influencing the consumption.

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