Education Influencers in Instagram: A Catalyst for the Marketization of Teachers' Professional Tasks

ABSTRACT Social networks are popular spaces of communication where influencers have a significant role, also in education. Focused on primary education teachers as a research gap in this topic, this study aims to explore the social network configuration of Catalan (Spain) teachers on Instagram, and how this usage impacts on their professional task. The research used mixed methods in a sequential design. First, a questionnaire was carried out with 491 teachers. Then, 29 teachers were interviewed, and a network analysis was generated. The main findings are that the majority of teachers see each other as equals in the social network, and no leaders were identified. Educational related and unrelated businesses are intertwined with teachers on Instagram through collaborations and partnerships. Many influences derived from the teachers' Instagram activity in education have been identified, being the benefits more frequent than the drawbacks. Health hazards, content overload or privacy are some identified risks. As a conclusion, it is highlighted that teachers need to consider ethical concerns when using social networks. Enhancing guidance and digital competencies, as well as further research are actions needed.