The purpose of the thesis is to research whether an influencer on the social media Instagram can be a profession in Slovenia. The thesis focuses on depicting social changes of late modernity, which brought identity changes of the modern individual and led to the emergence of new forms of work, such as the profession of an influencer. With two focus groups consisted of Slovenian influencers on the one hand, and other Instagram users on the other, I was trying to recognise two different dimensions of my research: first, how influencers perceive their presence on Instagram and their influence on other users, and second, how influencers are perceived by other users of Instagram. The results of qualitative research method show, that the term influencer has a negative connotation in the society due to their abundance, which consequently reduces their credibility. The work of an influencer is professional and a great deal of effort is put into it, but in Slovenia, it can not be a profession, therefore the only source of income.
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