The Power of Followers: Redefining Actor Marketability in the Digital Age

Abstract

This pilot study examined the impact of social media followers on the marketability of actors in Malaysia in the digital age. The study also used the theories of Impression Management and Symbolic Interactionism to examine how actors and directors view personal branding and follower metrics in influencing professional opportunities. Two comprehensive interviews were conducted, one with a film director and the other with actors to document their experiences in managing digital visibility and authenticity. Using NVivo 25 for thematic analysis, three main themes were identified: follower metrics as symbolic capital, authenticity versus performance persona, and the cultural lens of marketability. Findings suggest that having a large following makes actors more visible, but this does not mean that actors will be hired or remain in the business for long periods of time without real skills and credibility. The research highlights the precarious balance between digital branding and artistic merit. There are implications for actors, directors, and policymakers in understanding the socio-digital factors that influence modern entertainment careers in Malaysia.