I recently read an article in The New York Timesabout an up-and-coming media mogul’s who claims to have coined the word “affluencer” which means: someone who tries to influence the affluent. In her role as the chief of NBC’s Bravo network, Lauren Zalaznick creates programming that will influence affluent people. In particular, her network’s target demographic of 18 to 49 urbanites.
As readers of this blog know, I call myself an “affluentialist.” While I don’t claim to have created the word “affluential” (here’s the source http://dictionary.reference.com/browse/affluential), I have to admit, I like the word “affluencer.” It rolls off the tongue more easily than “affluentialist.” So, I’m kicking myself for not having thought of that word myself.
However, it also brings up an interesting distinction and one that will help Ms. Zalaznick and I distinguish our different roles. So, Webster and Roget, if you’re listening, here’s my proposition for the distinction between “affluencer” and “affluential.”
As Ms. Zalaznick points out, an “affluencer” tries to influence affluent people. In this regard, she’s trying to guide the interests and opinions of the affluent who are watching TV.
“Affluentials,” on the other hand, are affluent people who influence others, both the affluent and the non-affluent, around them.
So the key distinction is that an affluencer becomes an affluencer because she or he sets out to influence affluent people. Whether or not he or she is affluent is besides the point. This group includes media professionals, political consultants, brand managers and the like. Whereas an affluential is, first affluent, and second, in part because of the credibility affluence confers on someone in our plutonomous economy, is able to influence others.
How does that sound? Will all you William Safires out there critique these definitions for me?
One final point: as an “affluentialist,” I study the influence of affluence, or the effect the affluentials have on people around them. Therefore, as far as professional distinctons go, Ms. Zalaznick wants to influence while I want to understand what the effect of influence is on the affected population.
Ouch. I’ve got a headache.
Comments