Creating Culture on Social Media: Practices and Success Factors According to Italian Creators

Abstract

For years, the role of social networks in shaping identity practices and representation models on the one hand, and social relations on the other, has been investigated. Much space has also been given to the study of online forms of entertainment, often in comparison and contrast with models from the mass media cultural industry. But what is the role of social media in changing cultural practices, particularly those related to education, cultural exploration and dissemination? How is it possible, through these channels, to propose content not only for entertainment, play and commercial promotion, but also for cultural growth? Through empirical work based on interviews conducted with 40 Italian influencers dealing with topics such as social activism, scientific dissemination, professional tutorials and soft skills, the main dynamics of cultural content construction on social media will be analysed, along with the potential, but also the limits that content producers themselves detect, on a daily basis, in trying to propose an "alternative" and "committed" approach to fruition on these platforms.