Authentic cult: media representations of cultural consumption and legitimization of cultural hierarchies

Abstract

The article explores legitimization strategies related to cultural consumption in the Czech media space by comparing the representations of cultural products in influencer communication on social media and in legacy (print and online) media outlets. Departing from the theoretical debate on the intersection of cultural omnivorousness and the emergence of algorithmic culture, the article poses the question: what strategies do influencers on social media and journalists in legacy media outlets employ to present consumption of cultural products as legitimate, interesting, and cool? Based on qualitative content analysis of 10 Instagram profiles of prominent Czech influencers and culture sections of 10 Czech legacy media, it discusses two main discursive legitimization strategies: (1) the notion of authenticity, used by social media influencers and (2) the notion of cult, used by legacy media in two distinctive ways – as (a) legendary, part of the pop cultural canon and (b) new, contemporary, part of up-to-date cultural savviness.