Abstract
As social media platforms have become increasingly crucial in shaping public discourse, content influencers play a significant role in fostering meaningful conversations and engaging audiences. This study focused on the role of content influencers and their impact on the generation of conversational content for true dialogue during live-tweeting sessions of the popular reality TV show, Uyajola 9/9.
The study examined the techniques employed by influencers to generate conversational content that encourages true dialogue among viewers. The study utilised a mixed methods approach, where ten paid and non-paid South African influencers for Uyajola 9/9 were interviewed and their responses thematically analysed. Network analysis was used to analyse the data collected from content influencers' X live-tweeting activities.
Guided by the dialogic ladder framework, the study examined how content influencers leveraged the dialogic ladder by moving beyond simple dialogue, to fostering conversational exchanges and ultimately encouraging collaborative discussions among their followers.
Preliminary findings indicated that content influencers facilitated true dialogue by utilising various strategies, including asking thought-provoking questions, sharing personal perspectives, and actively responding to audience comments. These influencers served as intermediaries between the audience and the show, steering discussions toward productive and meaningful interactions.
This research aims to contribute to an improved understanding of the role of content influencers in shaping public discourse and fostering meaningful conversations in the context of reality TV.