From representation to algorithmic identity: Moroccan influencers and the politics of digital visibility

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This article examines how algorithmic systems and social media platforms participate in the construction of “plastic identity” within Moroccan digital culture. Drawing on theories of representation, performativity, and the attention economy, the study investigates how influencers negotiate visibility, legitimacy, and audience engagement through technologically mediated self-performances. Using a qualitative content analysis of Instagram and TikTok content produced by three high-profile Moroccan influencers, the study explores the relationship between digital amplification, online recognition, and identity formation. The findings suggest that social media platforms increasingly function as systems of validation that reshape identity according to the logics of engagement, recognition, and platform governance. The article argues that “plastic identity” emerges as a flexible and performative mode of selfhood continuously reconstructed through audience interaction and technological mediation. By focusing on Moroccan digital spaces, the study contributes to broader debates on digital capitalism, identity construction, and contemporary forms of cultural production in platform-driven societies.

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