This book investigates the processes and products of the language work of social media influencers (SMIs) and copywriters in the advertising industry.

Olivia Droz-dit-Busset examines the mediatised discourses, metadiscourses, and working processes of SMIs and copywriters, exploring how SMIs might be considered as “new-generation” copywriters. The volume makes the case for not only exploring the advertising textual products created by these wordsmiths (i.e. relatively elite language workers) but also the underpinning workflows behind them. In doing so, Droz-dit-Busset reveals how SMIs’ and copywriters’ strategic use of frame-shifting, voice work, and professional labelling illuminates broader transformations in how language work and labour more generally, is valued, organised, and legitimised in contemporary digital economies.

This essential volume will appeal to scholars in sociolinguistics, digital media studies, and professional communication, as well as practitioners interested in understanding how new forms of language work are reshaping traditional advertising and marketing practices in the social media age.