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From Scholars for Scholars

De-influencing is an emerging trend that appeared in 2023 on the TikTok platform as a reaction to overconsumption. De-influencers are content creators who, through their videos, seek to discourage consumers from purchasing products or services widely promoted by major brands. They position themselves in opposition to traditional social media influencers, who are oriented toward paid brand promotion and driven by the commercial logic of the influencer marketing. Through their content, de-influencers advocate for the mindful use of the planet’s resources and for the consumption of goods and services in a way that meets present needs without compromising the ability of future generations to meet their own. Thus, the de-influencing movement has been grounded in the growing awareness of the multiple dangers posed by excessive consumption of goods, products, and services—overconsumption having negative effects on natural resources, which are diminishing exponentially and ultimately generating major imbalances in both the environment and society.

The Bunun are one of the Indigenous peoples of Taiwan, traditionally known for their mountain agriculture and communal cooperation. The cultural transmission of the Bunun people refers to the intergenerational process through which knowledge, values, and beliefs are passed down via language, rituals, music, hunting ethics, and daily practices. This system not only sustains ethnic identity but also demonstrates cultural resilience. However, historical colonization, forced relocation, assimilation in education, and modernization have disrupted these pathways. In recent years, elders, cultural health stations, community universities, and schools have collaboratively promoted cultural revitalization through curriculum design, ritual restoration, and language teaching.