Social media influencers, post-feminism and neoliberalism: How mum bloggers’ ‘playbour’ is reshaping public relations

2019 ◽  
Vol 8 (2) ◽  
pp. 149-166 ◽  
Author(s):  
Catherine Archer
Keyword(s):  
Social Media ◽  
Public Relations ◽  
21St Century ◽  
Sense Of Belonging ◽  
Online Media ◽  
Dominant Culture ◽  
Social Media Platforms ◽  
Media Reports ◽  
And Control ◽  
The Relationship

The rise of blogging mothers as precariat workers conducting ‘playbour’, a combination of play and labour, and as subjects of neoliberalism, requires a re-examination of virtually mobile mothers and their role in 21st century society. At the same time, public relations (PR) and marketing practitioners are grappling with how to interact and ‘work’ with these, among other, social media influencers who are increasingly seen as able to sell products and ideas through their blogs, Instagram, Facebook and other social media platforms. The relatively new relationships between PR practitioners and social media influencers raise questions of unequal power and vulnerability for both the largely amateur influencers and the PR practitioners. The relationship between the two means that ethical questions around exploitation, authenticity, professionalism and control have arisen, with both sides feeling their way in new terrain. This article uses the concepts of precarity and liminality and applies them to a group of ‘mommy/mummy/mum bloggers’, that is, blogging mothers of young children, negotiating their identities as mothers, and moving beyond their homes using social media to, in part, create a sense of belonging (but also, in some cases, to make money). The article is based on the author’s own longitudinal digital ethnography within online influencer territory, and includes mainstream and online media reports and interviews with both mum bloggers and PR practitioners. It is argued that the marketisation of motherhood within a dominant culture of neoliberalism means that practitioners may wrongly assume that mum bloggers are acting freely to engage with entrepreneurial endeavours.

The Art of PR War

2018 ◽  
Vol 47 (3) ◽  
pp. 373-395 ◽  
Author(s):  
Donald A. Westbrook
Keyword(s):  
Social Media ◽  
Public Relations ◽  
The Internet ◽  
Third Generation ◽  
Academic Literature ◽  
Social Media Platforms ◽  
The Relationship ◽  
New Religion ◽  
The Church

This article explores the relationship between the Church of Scientology and various forms of media, in particular the Internet. Building on insights in the academic literature, this piece attempts to fill a lacuna by giving more attention to some of Scientology’s own media programs and efforts. With these in mind, the Church of Scientology is a case study in the challenges that a new religion faces in legitimating itself to an increasingly globalized audience in the digital age. On a popular level, Scientology parishioners seem increasingly open to discussing, defending, and disseminating Scientology on social media platforms. These efforts may encourage others accustomed to a Scientological theology of evil in which “entheta” should be avoided and “suppressive persons” (SPs) shunned. As such, socially engaged Scientologists, in particular second- and third-generation members, may become witting and unwitting foot soldiers on behalf of the church in waging an ongoing public relations war, and thus poised to legitimate Scientology to outsiders disinterested in or suspicious of “institutional religion.” This hypothesis is all the more intriguing and plausible in the American context, given the market share created by the heterogeneous “rise of the nones” (religiously unaffiliated/disaffiliated populations).

scholarly journals Quantified Nostalgia: Social Media, Metrics, and Memory

2021 ◽  
Vol 7 (2) ◽  
pp. 205630512110088
Author(s):  
Benjamin N. Jacobsen ◽  
David Beer
Keyword(s):  
Social Media ◽  
Focus Group ◽  
Qualitative Interviews ◽  
The Past ◽  
Group Data ◽  
Focus Group Data ◽  
Social Media Platforms ◽  
Memory Practices ◽  
The Relationship

As social media platforms have developed over the past decade, they are no longer simply sites for interactions and networked sociality; they also now facilitate backwards glances to previous times, moments, and events. Users’ past content is turned into definable objects that can be scored, rated, and resurfaced as “memories.” There is, then, a need to understand how metrics have come to shape digital and social media memory practices, and how the relationship between memory, data, and metrics can be further understood. This article seeks to outline some of the relations between social media, metrics, and memory. It examines how metrics shape remembrance of the past within social media. Drawing on qualitative interviews as well as focus group data, the article examines the ways in which metrics are implicated in memory making and memory practices. This article explores the effect of social media “likes” on people’s memory attachments and emotional associations with the past. The article then examines how memory features incentivize users to keep remembering through accumulation. It also examines how numerating engagements leads to a sense of competition in how the digital past is approached and experienced. Finally, the article explores the tensions that arise in quantifying people’s engagements with their memories. This article proposes the notion of quantified nostalgia in order to examine how metrics are variously performative in memory making, and how regimes of ordinary measures can figure in the engagement and reconstruction of the digital past in multiple ways.

Marketing Public Relations Melalui Instagram Screamous

2020 ◽  
Vol 2 (4) ◽  
pp. 361-380
Author(s):  
Nathasya Wiguna Wiguna ◽  
Nathasya Wiguna Dang Eif Dono Darsono
Keyword(s):  
Social Media ◽  
Data Collection ◽  
Public Relations ◽  
Descriptive Analysis ◽  
Active Role ◽  
Online Media ◽  
Good Citizen ◽  
Special Events ◽  
Pull Strategy ◽  
The Times

ABSTRAK Nathasya Wiguna, Marketing Public Relations Melalui Instagram Screamous (Analisis Deskriptif pada Instagram @Screamous_55) Media sosial Instagram media dan seiring dengan berkembangnya zaman, Instagram menjadi salah satu media sosial yang cukup diminati untuk kepentingan komunikasi pemasaran, dengan ciri khasnya mengedepankan pesan visual dan audio visual dengan interaktivitas yang tinggi. Marketing Public Relations Instagram Screamous menjadikan instagram sebagai media atau saluran dalam berbisnis salah satunya di bidang fashion. Screamous dalam hal ini memiliki peran aktif dalam mengelola dan menginformasikan sebuah produk melalui media online.  Penelitian ini bertujuan untuk meraih penyampaian informasi, mengenalkan brand dan produk serta menerapkan bangga akan produk lokal dengan menciptakan opini yang menguntungkan dan berhasilnya pemasaran. Selain itu bertujuan untuk mengetahui pull strategi dalam menarik minat konsumen terhadap konsumen, dengan push strategi yang mendorong berhasilnya pemasaran dan menggunakan pass strategi dalam memberikan opini yang menguntungkan. Metode yang digunakan dalam penelitian ini adalah Kualitatif dengan pendekatan analisis desktiptif dan menerapkan paradigma konstruktivisme, kemudian teknik yang di gunakan pada penelitian ini adalah teknik pengumpulan data, observasi partisipatori pasif, wawancara mendalam dan studi dokumen. Penelitian ini dilakukan melalui langkah-langkah : menentukan lokasi penelitian, menentukan metode penelitian, menentukan pemilihan informan, menentukan sumber dan jenis data, menentukan teknik pengumpulan data serta mengolah dan menganalisis data. Hasil penelitian ini menunjukan bahwa dalam mengenalkan dan mempertahankan brand lokal, dalam menunjang berhasilnya pemasaran. Screamous mengajak kepada para konsumen menyatukan suatu pemahaman bahwa sebagai warga negara yang baik, harus bangga akan produk lokal atau produk  dalam negeri. Marketing Public Relations Melalui Instagram Screamous dalam mempromosikan suatu produk terdiri dari Pull Strategy dalam menarik minat melalui campaign di produk atau barang Screamous dan melakukan kegiatan promosi melalui media online, dan media sosial. Push Strategy Screamous melalui spesial event, seperti kickfest, expo dalam mendorong berhasilnya pemasaran. Pass Strategy Screamous dalam menciptakan opini yang menguntungkan melalui kegiatan sponsorship seperti acara seminar, edukasi, acara musik dalam menjalin kerjasama dan membantu generasi bangsa dalam berkarya. Kata Kunci :Pemasaran, Instagram, dan Screamous ABSTRACT Nathasya Wiguna, Marketing Public Relations Through Instagram Screamous (Deskriptive analysis on Instagram @Screamous_55) Instagram media social media and along with the times, Instagram has become one of the social media that is in great demand for marketing communication purposes, with its trademark promoting visual and audio visual messages with high interactivity. Marketing Public Relations Instagram Screamous makes Instagram as a media or channel in doing business, one of them is in the fashion sector. Screamous in this case has an active role in managing and informing a product through online media. This study aims to achieve information delivery, introduce brands and products and apply pride in local products by creating favorable opinions and marketing success. In addition, it aims to find out the pull strategies in attracting consumer interest to consumers, with push strategies that encourage successful marketing and use pass strategies in providing favorable opinions. The method used in this study is qualitative with descriptive analysis approach and applying the constructivism paradigm, then the techniques used in this study are data collection techniques, passive participatory observation, in-depth interviews and document studies. This research was carried out through steps: determining the location of the study, determining the research method, determining the selection of informants, determining the source and type of data, determining the data collection techniques and processing and analyzing data. The results of this study indicate that in introducing and maintaining a local brand, in supporting the success of marketing. Screamous invites consumers to unite an understanding that as a good citizen, they must be proud of local products or domestic products. Marketing Public Relations Through Instagram Screamous in promoting a product consists of Pull Strategy in attracting interest through campaigns on Screamous products or goods and conducting promotional activities through online media, and social media. Push Strategy Screamous through special events, such as kickfest, expo in encouraging marketing success. Strategy Screamous Pass in creating favorable opinions through sponsorship activities such as seminars, education, music events in collaborating and helping the nation's generation in work.   Keywords: Marketing, Instagram, and Screamous  

scholarly journals Instagram Influencer Analysis for Top 5 Categories in Turkey

2021 ◽  
Vol 12 (44) ◽  
pp. 22-36
Author(s):  
Busra ERTOGRUL ◽  
Gizem KILICSIZ ◽  
Aysun BOZANTA
Keyword(s):  
Social Media ◽  
Digital Identity ◽  
Ordinary People ◽  
Daily Lives ◽  
Social Media Platforms ◽  
The Difference ◽  
Marketing Tool ◽  
Use Of Social Media ◽  
The Relationship ◽  
New Jobs

Social media platforms have become an inevitable part of our daily lives. Companies that noticed the intense use of social media platforms started to use them as a marketing tool. Even ordinary people have become famous by social media and companies have been sending their products to them to try and advertise. Many people have gained a considerable amount of money in this way and today new jobs are emerged like "Youtuber" and "Instagram Influencer". Therefore, ordinary people realized the power of social media and many people started to strength their digital identity over social media. The question raising in people’s mind is that “What is the difference between the influencers and the ordinary people who have also digital identity over social media?”. This study examined Instagram influencers for five categories namely fashion, makeup, photography, travel, and fitness in Turkey. As an exploratory study, the relationship between the influencers’ average number of posts, the number of likes, the number of views, the number of comments, number of followers, and the number of following were examined. As well as the engagement rates of the followers to the influencers were calculated. In addition, the words they mostly used in the captions of the posts were examined.

scholarly journals Social media and the spread of COVID-19 conspiracy theories in Nigeria

2021 ◽  
Vol 4 (3) ◽  
pp. 432-437
Author(s):  
Sarah Gambo ◽  
Woyopwa Shem
Keyword(s):  
Social Media ◽  
Subject Matter ◽  
Research Interest ◽  
Conspiracy Theories ◽  
The Social ◽  
Recent Outbreak ◽  
Social Media Platforms ◽  
The Subject ◽  
National Orientation ◽  
And Control

Background: Amidst the recent outbreak of the Covid-19 pandemic, there seems to be an avalanche of conspiracy theories that abound on social media platforms, and this subject attracted a lot of research interest. This study aimed to examine the "social media and the spread Covid-19 conspiracy theories in Nigeria" in light of the above.  Methods: The study adopted a qualitative design in order to explore the subject matter thoroughly. Thirty-five participants were conveniently sampled, and interviews were conducted to retrieved data from the participants. Results: Findings of this study revealed that there is a prevalence of conspiracy theories that have saturated social media ever since the outbreak of the Covid-19 pandemic. It was also found that ignorance, religious fanaticism, lack of censorship, and insufficient counter information on social media platforms are some of the possible factors that aided the spread of Covid-19 conspiracy theories among Nigerian social media users. Conclusion: This study recommends, among other things, that there is a swift need to curtail the spread of conspiracy theories through consistent dissemination of counter-information by both individuals and agencies like the National Orientation Agency (NOA) and the Nigerian Centre for Disease and Control (NCDC).

scholarly journals The Use of Social Media in Public Relations at Non-Governmental Organisations in South Africa

2018 ◽  
Vol 10 (6(J)) ◽  
pp. 150-161
Author(s):  
G. Nchabeleng ◽  
CJ. Botha ◽  
CA Bisschoff
Keyword(s):  
South Africa ◽  
Social Media ◽  
Public Relations ◽  
Social Networking ◽  
Social Networking Sites ◽  
Instant Messaging ◽  
Public Relations Practitioners ◽  
Social Media Platforms ◽  
Use Of Social Media ◽  
The Way

Social media can be a useful tool in public relations in non-governmental organisations (NGOs), but do NGOs make use of social media in their quest for service delivery in South Africa? Social networking sites, blogging, email, instant messaging, and online journals are some of the technological changes that changed the way interaction between people and how they gather information. Although social media is mainly used for interactive dialogue and social interaction, the private sector soon realised that the web-based technologies (especially Facebook and Twitter) could also be a competitive business tool. Non-governmental organisations (NGOs) soon followed suit however at a slower pace than the general communication growth rate of social media in South Africa. This article examines if social networking sites have any impact on public relations practices of NGOs in South Africa – an environment where both customers and employees still struggle to take full advantage of social media. The critical literature findings increase the understanding of the current and future challenges of social media use in public relations at NGOs in South Africa. The study explores the main differences between traditional and social media, how social media is redefining public relations role, and shed some light on defining public relations practices, identify the uses, limitations and benefits of social media by public relations practitioners in NGOs. Recommendations for future communication research are given. Based on the literature, a qualitative research design collected data using semi-structured, individual interviews. The results revealed that social media platforms such as Facebook do have an effect, and even changed the way in which NGOs communicate. The study also revealed that social media certainly has an impact on public relations relationships. This means that it has become crucial that public relations practitioners at NOGs embrace and take advantage of social media, and that they should also invest in proper electronic platforms to reap the benefits of improved communication internally and externally.

scholarly journals Ontology Meter for Twitter Fake Accounts Detection

2021 ◽  
Vol 14 (1) ◽  
pp. 410-419
Author(s):  
Mohammed Jabardi ◽  
◽  
Asaad Hadi ◽  
Keyword(s):  
Social Media ◽  
Service Providers ◽  
Decision Rules ◽  
Application Programming Interface ◽  
Detection Accuracy ◽  
Online Fraud ◽  
Social Media Platforms ◽  
Consumer Data ◽  
Application Programming ◽  
And Control

One of the most popular social media platforms, Twitter is used by millions of people to share information, broadcast tweets, and follow other users. Twitter is an open application programming interface and thus vulnerable to attack from fake accounts, which are primarily created for advertisement and marketing, defamation of an individual, consumer data acquisition, increase fake blog or website traffic, share disinformation, online fraud, and control. Fake accounts are harmful to both users and service providers, and thus recognizing and filtering out such content on social media is essential. This study presents a new approach to detect fake Twitter accounts using ontology and Semantic Web Rule Language (SWRL) rules. SWRL rules-based reasoner is utilized under predefined rules to infer whether the profile is trust or fake. This approach achieves a high detection accuracy of 97%. Furthermore, ontology classifier is an interpretable model that offers straightforward and human-interpretable decision rules.

Multimodal Mapping of a University’s Formal and Informal Online Brand

2014 ◽  
pp. 120-162
Author(s):  
Shalin Hai-Jew
Keyword(s):  
Social Media ◽  
New Media ◽  
Public Relations ◽  
Public Information ◽  
Video Sharing ◽  
Ex Post ◽  
University Reputation ◽  
Social Media Platforms ◽  
Media Channels ◽  
The University

With the popularization of the Social Web (or Read-Write Web) and millions of participants in these interactive spaces, institutions of higher education have found it necessary to create online presences to promote their university brands, presence, and reputation. An important aspect of that engagement involves being aware of how their brand is represented informally (and formally) on social media platforms. Universities have traditionally maintained thin channels of formalized communications through official media channels, but in this participatory new media age, the user-generated contents and communications are created independent of the formal public relations offices. The university brand is evolving independently of official controls. Ex-post interventions to protect university reputation and brand may be too little, too late, and much of the contents are beyond the purview of the formal university. Various offices and clubs have institutional accounts on Facebook as well as wide representation of their faculty, staff, administrators, and students online. There are various microblogging accounts on Twitter. Various photo and video contents related to the institution may be found on photo- and video-sharing sites, like Flickr, and there are video channels on YouTube. All this digital content is widely available and may serve as points-of-contact for the close-in to more distal stakeholders and publics related to the institution. A recently available open-source tool enhances the capability for crawling (extracting data) these various social media platforms (through their Application Programming Interfaces or “APIs”) and enables the capture, analysis, and social network visualization of broadly available public information. Further, this tool enables the analysis of previously hidden information. This chapter introduces the application of Network Overview, Discovery and Exploration for Excel (NodeXL) to the empirical and multimodal analysis of a university’s electronic presence on various social media platforms and offers some initial ideas for the analytical value of such an approach.

Utilizing the Dimensions of Religion to Analyze Social Media Campaigns

2017 ◽  
pp. 202-220
Author(s):  
Iman Mohamed Zahra
Keyword(s):  
Social Media ◽  
Public Relations ◽  
Major Conclusion ◽  
Campaign Strategies ◽  
Media Campaigns ◽  
The Social ◽  
Campaign Messages ◽  
Social Media Platforms ◽  
Media Platform ◽  
Message Strategies

The objective of the current chapter is to analyze one of the most recent and successful social media campaigns namely #NotInMyName from the viewpoint of the seven dimensions of religion utilized by Van Esch and others as the main pillar of social marketing and media campaigns. Further #NotInMyName Public Relations (PR) campaign is scrutinized for PR strategies and message strategies utilized in formulating the campaign messages. To achieve that end, a qualitative analysis was implemented on three levels relating to each video and vine of the study sample: first locating the Dimensions of Religion (DOR taxonomy(ies) used in this video or vine, then emanating on the PR campaign strategies implemented in the video or vine and finally searching for the message strategies utilized in the video or vine. The major conclusion of this study was that although campaigns launched via social media lack the scientific known steps utilized to plan and launch media campaigns traditionally, those campaigns derive from the social media platform exacerbating an unprecedented power to stir political and social movements especially, regarding controversial and stagnant matters. Posts, comments and shares on different social media platforms go viral, stir discussions, and trigger public opinion both virtually and in reality. Dimensions of Religion taxonomies proved reliability as a viable platform stemming from another discipline to plan messages and to analyze campaigns based on the different aspects the model would provide. Ranging from simple aspects to more complicated aspects, Dimensions of Religion model must be subjected to further research to determine its feasibility to be applied to different campaigning structures and objectives.

Facebook Cartographies and the Mapping of Local History

2020 ◽  
Author(s):  
Jörn Seemann
Keyword(s):  
Social Media ◽  
Digital Humanities ◽  
Local History ◽  
Historical Gis ◽  
Related Data ◽  
American Midwest ◽  
Social Media Platforms ◽  
Story Maps ◽  
The Relationship ◽  
Unstructured Information

Place-related data from social media platforms are still awaiting further exploration in mapping and map-making and are useful to stimulate a debate on how to visualize cartographically this type of subjective and unstructured information. The example of a Facebook group on local history from a town in the American Midwest is used to discuss potentials and limitations of visually capturing historical events and processes. Variations of online story maps are presented as cartographic exercises of deep mapping, in order to point out the relationship between the digital humanities, historical GIS, and historical cartography. The text makes a plea for a narrative cartography of everyday life based on the experiences and values of ordinary people.

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