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A fascinating examination of how wellness influencers have shaped a booming global industry—and why we should take their cultural power seriously.
Wellness influencers are powerful players in the health space, guiding what we eat, how we exercise, and even how we define well-being. Wellness insider Mariah L. Wellman examines how US social media influencers have transformed the industry by positioning themselves as relatable authorities, often rivaling actual health experts in reach while redefining who gets to claim health and vitality.
In Search of Wellness offers the first in-depth analysis of the wellness influencer industry, explaining not only how it works but why it resonates so deeply. Drawing on interviews with popular influencers and nearly a decade of research on the wellness industry, Wellman shows how influencers blend personal narratives with expert knowledge to build trust and expand their authority, attracting followers from around the world. Timely and accessible, this book reveals how influencers are redefining wellness itself—and why so many of us are eager to follow their lead.
Mariah L. Wellman is Assistant Professor in the College of Communication Arts and Sciences at Michigan State University, an expert on the wellness industry and social media, and a yoga teacher and teacher trainer. Her work has appeared in The Atlantic, Men’s Health, The Guardian, and more.
“Timely and engaging, Mariah Wellman's accessible and compassionate investigation of wellness influencers explains why so many people trust health advice from strangers on the internet over doctors.”—Sedona Chinn, Associate Professor of Community and Environmental Sociology, University of Wisconsin–Madison
“Essential reading for understanding how wellness influencers are redefining what it means to be well, and what that means for our wallets and beliefs as consumers.”—Mallory DeMille, content creator and correspondent, Conspirituality podcast
“Finally, a book that understands the wellness influencer industry. Wellman deftly blends the cultural, historical, and political economy of wellness to explain how authenticity, misinformation, and influence are mobilized in pursuit of one of the most fundamental human goals—happiness.”—Jessica Maddox, Associate Professor of Media Studies, University of Georgia, and author of The Internet Is for Cats: How Animal Images Shape Our Digital Lives
“In Search of Wellness arrives at a prescient time. Expertly weaving together digital ethnography, interviewing, and her own experiences in the industry, Wellman provides a frank and insightful contemporary history of wellness influencing. From scamfluencing to the MAHA movement, this book approaches the frictions surrounding digital mediations of health, ability, wellness, and power with care and honesty.”—Jess Rauchberg, Lecturer in Media and Communication, University of Leeds