On Taking Advice from Influencers: Max Weber, Bret Weinstein, Marques Brownlee, and Charismatic Authority
We live in an age of influencers — people with large social media footprints giving their opinions on products, people, and politics. An influencer’s positive reviews of products and people become endorsements. Their particular take on a social issue today becomes tomorrow’s talking point for their followers.
A paradigmatic example is Marques Brownlee. Brownlee is a reviewer of technology products and is one of the most-watched YouTubers globally, with over 14 million subscribers. His words matter. He has influence.
Brownlee did not become an influencer through earning a credential associated with technology. He was not working in an institution trusted to provide knowledge about technology to people, like the nearly century-old organization Consumer Reports. He gained his influence by deciding, as a high schooler, to start producing review videos from the comfort of his own home.
Getting a review from an influencer like Marques Brownlee before purchasing your next pair of headphones is one thing. But what if the influencer is Bret Weinstein, and he is helping you decide whether to get the COVID-19 vaccine?
Then it becomes problematic.
