Marketing itself as a corrective to the monopoly of mainstream media, YouTube has reduced the barriers of access for people to create and star in their own content regardless of their economic and cultural cachet. Among those taking advantage are “political influencers” or “ideological entrepreneurs” – creators who disseminate and monetise politics as content using the techniques of brand influencers to grow audiences. In part shaped by the platform they are on, creators selling politics suffuse their discourse and performance with an anti-elite and transgressive messaging. Ultimately, this has implications for the legitimisation of conspiracies and the mainstreaming of the far right. As with any type of influencing, the creator is the central figure, performing a relatable and authentic identity …

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