Social media content creators are shaping the media landscape in unprecedented ways, often serving as influential figures in lifestyle, culture, and entertainment. However, as content creators increasingly engage in political discourse, the dynamics of their authority shift. In "Experience vs. Expertise: Authenticity, Authority, and Gender in Social Media Communication", Marie Heřmanová will delve into how content creators establish themselves as credible voices on polarized issues, leveraging both "expertise" and personal "experience."

Heřmanová will highlight the intricate balance content creators must maintain between portraying themselves as authentic individuals while also claiming authority. Drawing from ethnographic research in Central Europe, Heřmanová will share insights from two case studies: the spread of COVID-19 conspiracy theories within feminized spaces on Instagram, and the representation of the Russian invasion of Ukraine by young TikTok creators.

Through these examples, Marie will illustrate how gender shapes the communicative practices of content creators, affecting their engagement with geopolitical crises and broader political debates.