The internet now means influence can come from anyone, anywhere; it can be visible or invisible, paid for by any power, approaching you any of myriad ways. Influence used to be understood as a top-down phenomenon, with governments, advertisers, donors or other powerful figures holding sway over the masses. These days we understand that the most powerful influences aren’t the distant ones but the most immediate and social — so the powerful tend to exert their influence by pretending to be ordinary people.
Marketers, for instance, work harder and harder to obscure the distinction between ads and real life. The last decade featured the rise of the professional “influencer” — someone paid to use their personal magnetism to promote specific agendas online. Instead of the top-down influence of a commercial or a billboard, these ads are embedded, shared by someone who seems, on some aspirational level, like a peer. The companies paying teenagers to hawk diet tea on Instagram are using the same tactics the Chinese government did when it recruited commenters to post hundreds of millions of pro-Communist Party messages online.
We like to think of our characters as fixed: We have our beliefs and our morals, religions and parties, states and countries, friends and enemies. We are inevitably ourselves — inescapably ourselves. We should be able to resist this kind of manipulation. But a steady stream of social-science studies suggests otherwise, demonstrating again and again how easily social pressures can affect the things we say, believe, do, think, eat. Our anxiety over influence goes back to the same fear Thomas Aquinas had, the same doubt families of alcoholics or cult members have. In the face of powerful influences, how can you locate and hold onto that original, irrefutable spark of self, your free will, your character, even your soul? That’s the fear that the idea of influence lays bare: that you can’t. Or that it might never have existed in the first place.
Annalisa Quinn writing in the New York Times