Transformations of Influence in the Network Society: A Sociological Approach to Digital Capital Among Digital Influencers

Abstract

This research looks into how the digital world is transforming the notion of social influence among people in today's societies. This research project demonstrates that all of the sources of influence have changed from being predominantly based upon traditional forms of social hierarchy and in-person institutions to being based exclusively on the ever-changing, interactive nature of these new online venues. Therefore, the author studies digital capital as a new source of social power through measuring online presence, connection with an audience, and level of visibility on each respective platform. Digital influencers are highlighted as emerging social actors gaining authority in contemporary society based not only on their original foundation of followers but also based on the digital capital that they maintain via digital economy platforms Furthermore, the author employs a sociological analysis to examine how these changes may produce 'Open' opportunities or 'Reproduce' new forms of inequality throughout society today as well as proposing that traditional sociological theories should be reviewed and modified as a result of the many digital changes occurring in current modern societies.