Influencers Using Instagram to Promote Change in the Knitting Community

Abstract

This chapter examines the online discussions and resulting changes in an online crafting community on Instagram. Using Kelman's framework of attitude change, this study of qualitative textual analysis looked at how micro-influencers in the fiber crafting community identified a problem and advocated for changes within the community. The use of the social media platform allowed for marginalized voices to share their lived experiences in their own words, unfiltered by mainstream media. The resulting discussion caused a shift in the community to create a safe space for marginalized voices to express their lived experiences and gain support from allies. The findings in this study show how micro-influencers created a narrative on Instagram and provided motivation for others to internalize change.