I research the relationships between the traditional media industry companies and new kinds of platform intermediary companies, the so-called multi-channel networks (MCN:s) and influencer agencies, forming the emerging influencer industry (Abidin et al 2020) in Finland. The strategies and business models of the new platform intermediary companies and the media companies founded by the biggest influencers have not been studied yet. My dissertation work will attempt to fill this gap in our knowledge of the emerging media landscape.

What is the new Finnish media landscape like? What are the strategies and business models of the new platform intermediary companies and the media companies founded by the biggest influencers? What is the role of influencers and social video platform-enabled companies in public service provision in the Finnish media landscape?

Key outcome of my research will be the updated picture of the Finnish media landscape, aware of the public value development potential in influencers and influencer agencies in it.