Virtual Influencers: Identity and Authenticity in the Age of Social Media

Abstract

This paper examines Miquela Sousa, also known as “Lil Miquela,” a “virtual influencer” produced by the company known as Brud. Through the use of discourse analysis, or the study of forms of language that shape our thinking and the institutions that produce and circulate them, I answer the question “how does the discourse around virtual influencers like Lil Miquela challenge our understanding of identity in a digital space?” I analyze Miquela’s content, her relationship with her audience, and the various discussions surrounding her identity online. Specifically, I discuss her identities as a victim of sexual assault, as a member of the LGBTQIA+ community, and as a woman of color. Through this I discerned in two overarching discourses: that Miquela is seen either as a form of exploitation or as a form of representation by her audience. I conclude that Miquelais forcing social media users to rethink their definitions of representing a community versus exploiting it; challenging them to redefine “authenticity.” Ultimately, these discourses serve as a foundation for understanding identity in the digital space as it continues to evolve in the future.