When I asked my 11-year-old granddaughter, Marisol, what she wanted to be when she grew up, she answered very quickly — "a social media influencer!" I was surprised, and so were her parents, since she's not even on social media. She'd picked it up somewhere–-school, maybe, or older friends. After all, "influencer" has become an actual occupation, one that shows up in surveys of most-desired jobs among new college graduates.
It might surprise you to know that some of these influencers make millions of dollars a year, paid by companies and brands and even political campaigns to influence what we buy and how we vote. Some argue that this is just an updated form of advertising, but the difference for me is that it is “dressed up” as reporting and given an authenticity not easily verified.
It may also surprise you to know that the blurred distinction between what is “just an opinion” and what are paid endorsements has led social media platforms to require influencers to disclose when a post is actually a paid ad or endorsement. And oddly, knowing whether or not a post is an influencer's opinion or a paid advertisement doesn't seem to stop many from following the influencers’ recommendation anyway. By most means of measuring impact, social media influencers have influence!
Reflecting on all this has led me to do some deeper thinking about the subject of influence–how we get it and how we choose to use it–or not.
We all have influence, even though for most of us our sphere of influence is a much smaller circle than the numbers social media platforms reach. But it’s also true that while our choices of what we talk about or write about, how we spend our time and money reflect our personal values, each choice also has the potential to influence others.
Clearly, the choices I make about what I write in this newsletter reflects personal preferences or interests, and while I’m hoping these posts inform and inspire, I am also motivated by the potential of my choices to influence you to read a recommended book or support an organization or consider a new perspective. The question that arises is not so much whether or not this influence is something gained or earned, but is it something that we use for ourselves or steward it for a greater good?
In my former careers as a producer and media executive, I had a much bigger sphere of influence like everyone who had the platforms of TV or radio to express ideas and to choose which stories or subjects got reported. It's worth noting, however, that journalists in those earlier days were prohibited from expressing opinions or attempting to influence by promoting a product or even a personal point of view. Yet, even then, every choice could and often did have influence, intentional or not. As an example: there was time when I was anchoring a news broadcast, hosting a talk show and producing documentaries about women in war zones– intentional choices to focus on untold stories and to report the news that mattered, but the influence of my choices that had the most impact, according to the majority of letters from viewers (yes, we actually got letters in those days, not clicks or likes) were mostly about my choices of wardrobe or my hairstyles!
Unintentional influence for sure.
Those early experiences with the influence accrued to those of us with media platforms has clearly had an impact on my personal interrogation about influence: to use it or not and when and how to use it are, indeed, the questions.
There is a profound difference between building a personal brand and building public trust. Influence, used well, can give people access to reach and platforms that once belonged to a few, and it can create ways for real expertise and authentic voices to have bigger reach and impact. Used poorly, it turns visibility into the whole point: attention collected for its own sake, with nothing underneath it. I don't think the difference is necessarily the platform, but the way impact is measured on social media platforms encourages misuse–doom scrolling, hate baiting, just to name two negative strategies for attention…and there’s the rub…what is the attention for?
To add another consideration, especially for women who are still encouraged in many parts of the world to keep whatever influence they have gained or earned out of the spotlight: at what point does humility become invisibility? When does putting others first teach women that our own voices, achievements, and ambitions belong in the background? Is this because visibility for us is seen as vanity, and we live in a culture that treats visibility itself as a measure of value and evidence of influence?
The subject of influence gives rise to conflicting expectations for women raised in the US South, especially those of us coming of age in the late 50’s or 60’s. From early girlhood, many of us were discouraged from seeking positions of influence or certainly not to be upfront about wanting it or having it. You’ve heard the term– ‘steel magnolias’--the label for a Southern woman who pairs an outwardly soft, gracious charm with a real inner strength and resolve: women who clearly had influence but were smart enough and charming enough to never let it be visible; women who were clever enough to use their influence through proximate surrogates–husbands, male colleagues.
For example, First Lady Rosalynn Carter was often described as a ‘steel magnolia’. Having had the good fortune to observe her leadership up close in Washington and around the world, I have no doubt about her influence or that it was made more palpable through her warm smile and soft voice. I would describe her as an influencer who never hesitated to use that influence for the good of others, but she always used it quietly and often through her proximity to power. When President Carter invited her to sit in on cabinet meetings, as he valued her advice above all others, there was an uproar! The deal for ‘steel magnolias’ is that influence is permitted, as long as it never looks like ambition. Strength is accepted as long as it stays wrapped in softness. Southern women, in general, learned what women in every culture continue to face–being effective and being seen as effective can be two different things.
Quite a different story about defying culture and the effective use of influence comes from one woman who rose to elected power in one of the most challenging cultures at the time she chose to run for her country’s Presidency. Mary Robinson came of age in an Ireland where women were expected to quietly wait their turn in the strongly Catholic and patriarchal culture, and never to exhibit ambition or power. When she decided to enter politics, she was held to a different standard, a challenge women everywhere and to this very day still face when seeking the power of elected office. Mary was given a ‘1000 to 1” chance of winning the election but stepping into power as the first woman President, she never hesitated to use her influence to advocate and support policies that transformed Ireland into a country that led the world in laws protecting women’s rights, gay rights, and with her passion for human rights, Mary also led Ireland to become a global force for human rights–all this transformation was possible because Mary Robinson chose to use her influence and power for positive change, not for her own ambition or power.
And she continues today to use her influence and every platform and position she has to advocate for a fairer, more sustainable, healthier world. She is the influencer who influenced me to consolidate and optimize whatever platforms I had access to and wherever I might have influence to encourage others to step up to the challenge of ensuring our once bountiful Mother Earth continues to be able to sustain life. Through the global movement, Project Dandelion, that Mary, myself, and our other co-founders: Ronda Carnegie and Hafsat Abiola, launched three years ago, we committed to use our collective influence and storytelling backgrounds to make more visible the women leading frontline solutions to the global climate and nature crisis. We take our inspiration and name from the resilient, persistent, and healing Dandelion. And can there be any greater stewardship of influence than to influence a healthier, habitable future?
Yet, the question of how and when to use influence rose again recently in my life with a request to be the honoree for a gala benefiting National Jewish Health. I hesitated. Writing this newsletter, or doing the work I do for Project Dandelion, is one kind of influence. This felt like another type. For me, doing that work and elevating the challenges of the global climate and nature crisis is stewardship of the planet and each other. And the influence I’ve gained from a steadfast commitment to telling women’s stories hopefully mediates the ego question. But being the name, face, ‘influencer’ for a fundraiser still surfaced the conflicts I referenced earlier about intention and attention.
So I chose to do a deeper interrogation about the work I was being asked to use my name and whatever influence that could generate for support, and I discovered why National Jewish Health is a world renowned research and treatment center. Founded by a woman philanthropist with a proud history of offering free medical care to the thousands of tuberculosis patients in the early 20th century, this medical institution based in Denver specializes in environmentally related lung diseases which are increasing at an alarming rate. Intention became clearer–bring greater visibility to this work, even if the means, a gala fundraiser, would put me in the spotlight. Making this choice led me to some of the reflections I’m sharing here.
I must also add that I was further encouraged by the alignment between Project Dandelion’s work to advocate for an end to the fossil fuel reliance that is poisoning our air and water and the work that National Jewish Health is leading to bring attention to the rise in lung diseases connected to the rise in air pollution everywhere. When my persistent friend strengthened this connection by suggesting the theme for the evening could be "A Breath of Fresh Air”, I felt the intention justified the attention, and the invitation to use my influence as stewardship could be considered a privilege as well as a responsibility.
Perhaps, the woman whose life models using privilege and fame best and who is a beloved legend for many reasons and interestingly, who defined for many a "steel magnolia"-- in part because she starred in the movie by that name–”Steel Magnolias: Dolly Parton.
We mourn her passing and celebrate her extraordinary legacy. Very few people have used the influence of celebrity better than Dolly. It never felt like vanity or ego, even though she chose an intentional focus on her personal appearance — and even that, I believe, she used as influence, making fashion and hairstyles a fun and meaningful connection between her internal values and her external appearance. It's something all women, and yes, some men, aspire to do, since appearance is always part of what shapes opinion, whether we like it or not.
Everything about Dolly felt authentic as well as intentional, and I believe that grew out of her commitment to using the influence she'd earned as a steward for impact, never for ego or self-promotion. What a gift she leaves the world — her songs, of course, and for all women, a much-needed model of how to be both visibly and boldly "feminine" and steadfastly a powerful feminist, never hesitating to use her voice and influence to support greater equality and social and economic justice, aligning her values harmoniously in everything she sang, said, or wrote. Among the many memorable words from Dolly…"If your actions create a legacy that inspires others to dream more, learn more, do more, and become more, then, you are an excellent leader."
And I would add…if our words and our actions influence others to dream more, learn more, do more and become more, then we are being better stewards of the potential and power we all have to be influencers.
Onward!
- Pat