المؤثــرون الرقميــون، صناعــة المحتــوى، النمــوذج الاقتصــادي، كلمــات مفتاحيــة: التســويق الإشــهاري، تونــس.
Abstract: The study examines the phenomenon of "digital influencers" in Tunisia, focusing on its gender and age characteristics. It analyses the thematic content and technical dimensions of this phenomenon, as well as the economic models of content creation. The study situates these within the broader context of the "digital elites" that have shaped the digital public sphere since the beginning of the third millennium. The study employed a mixed-methods approach – quantitative and qualitative – to deconstruct the phenomenon and explore its multiple dimensions. On the quantitative side, the study relied on a representative sample of 1234 influencers. On the qualitative side, it conducted eight in-depth research interviews with various actors representing the influencer landscape in the Tunisian context. The study identified two main trends in the content produced by influencers: 1) a near absence of political, human rights, civic, and associative content and 2) a predominance of consumer-oriented content. such as beauty products, cooking and food, largely driven by the dominance of digital marketing. The findings show that the advertising, marketing and publicity ecosystem has a strong impact on the digital content creation industry, given the centrality of advertising in its economic models and the absence of legal and ethical frameworks regulating influencer activity in the Tunisian digital environment. This represents a significant threat to the integrity of content creation, as it signals a loss of content identity in favour of a marketing identity. The study also concludes that the concept of the "influencer" is too limited to capture the broader phenomenon of new networked actors and to explain the complex interaction system between them and their audiences. Regarding the Tunisian state’s approach to content creators, it fluctuates between ignoring the phenomenon and instrumentalising visible influencers. The former is reflected in the absence of specific legal and regulatory frameworks for content creation, relying instead on outdated laws applied by analogy without learning from comparative experiences in Europe, the United States or the Arab world, and without any effort to enact new regulations that define content creators or influencers and impose corresponding financial, administrative, and legal obligations. Keywords: Digital Influencers, Content Creation, Economic Model, Advertising Marketing, Tunisia.
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