scholarly journals The Making of an Egyptian Social Media Influencer

2020 ◽  
pp. 76-93
Author(s):  
Hanan Ezzat
Keyword(s):  
Social Media ◽  
Qualitative Study ◽  
Online Identity ◽  
The West ◽  
The Social ◽  
Online Persona ◽  
Ultimate Objective ◽  
Depth Interviews

This qualitative study, set against the backdrop of Egypt, examines how social media influencers construct their online identity and build their online persona. Social media, which have been primarily developed in the West, have infiltrated the Egyptian society; they have opened doors to different forms of personae and content such as social media influencers. In Egypt their numbers have increased, and they have become an important part of the social media scene. They aim to build their audiences and fan bases with the ultimate objective of monetising their presence. This study focuses on nine Egyptian social media influencers, through employing in-depth interviews, and seeks to explore how they construct their online identity and how they build their distinct personae. The analysis revealed that they build a distinct online person for themselves to impress their audiences and fans. Moreover, they perform authentically; they seek to be perceived as authentic and to display this authenticity they undertake a number of processes.

#GomorraLaSerie: Converging audience and enhanced authorship on twenty-first-century Italian screens

Modern Italy ◽  
2015 ◽  
Vol 20 (4) ◽  
pp. 335-349 ◽  
Author(s):  
Pierluigi Erbaggio
Keyword(s):  
Social Media ◽  
Quantitative Analysis ◽  
Young People ◽  
Qualitative Study ◽  
Organised Crime ◽  
First Century ◽  
Social Media Platform ◽  
Screen Viewing ◽  
The Social ◽  
Media Platform

Based on Roberto Saviano's book Gomorra (2006), production of the TV series Gomorra – La serie (2014) was met with scepticism as many feared it would glamorise organised crime and, consequently, attract young people toward Camorra affiliation. The series' bleak portrayal of criminals and criminality was offered as a response to such concerns. Despite the preoccupations, Gomorra – La serie was hugely successful and, because of its quality, was sold to other countries. In Italy, the series' success can be measured by the popularity of its Twitter hashtag #GomorraLaSerie. Engaged with Henry Jenkins' theories of media convergence and based on a corpus of tweets bearing this official hashtag, this article proposes a quantitative analysis and advances conclusions regarding the Italian TV audience and second-screen viewing practices. Additionally, through a qualitative study of Saviano's tweets about the series, it examines the writer's use of the social media platform as a tool of narrative continuity. Finally, the article highlights a few examples of fan-generated media and concludes with remarks regarding Saviano's problematic position at the centre of a transmedia object.

Brand and influencer strategies in social media marketing of luxury brands in African cities

2021 ◽  
Vol 7 (1) ◽  
pp. 105-121 ◽  
Author(s):  
Mehita Iqani
Keyword(s):  
Social Media ◽  
Luxury Brands ◽  
African Cities ◽  
Global Brands ◽  
Global Brand ◽  
Critical Theories ◽  
The Social ◽  
The Relationship ◽  
Depth Interviews

This article explores the role of social media promotions in the marketing of luxury, from the perspectives of both representatives of global brands and the local influencers contracted to promote them online. It provides insights into role of social media in marketing luxury in ‘new’ markets (African cities) and the complexities attendant to the relationship between brand representatives and influencers. It reports on in-depth interviews with brand representatives and social media influencers working in the luxury sector in large anglophone African cities. Empirical findings show the role of social media in how luxury is promoted by those working in the industry. Three key complexities to do with value, trust and authenticity were evident in how global brand representatives and local influencers discussed social media. In terms of value, influencers emphasize strategies for monetizing visibility, while brand managers emphasize the need to get their money’s worth. Regarding trust, influencers express caution about brands trying to exploit them, while brands express scepticism about the extent of influencer’s abilities. On the topic of authenticity, influencers emphasize how the integrity of their personal brands is paramount, while brand representatives are mostly concerned with how genuine the social media posts seem. The article provides original empirical details about the relationships between brand managers and social media influencers, as well as to the nuances of social media luxury marketing in African cities. It contributes to critical theories of branding practice in media economies of the global south.

scholarly journals Game Changer: A Case Study of Social-Media Strategy in Big Ten Athletic Departments

2014 ◽  
Vol 7 (4) ◽  
pp. 516-532 ◽  
Author(s):  
Makayla Hipke ◽  
Frauke Hachtmann
Keyword(s):  
Social Media ◽  
Athletic Departments ◽  
Traditional Media ◽  
Big Ten ◽  
Study Approach ◽  
The Social ◽  
Depth Interviews ◽  
Social Media Strategy ◽  
Game Changer

This study used a case-study approach to develop an understanding of how social-media strategy is developed and deployed in Big Ten Conference athletic departments and to explore the issues associated with it. Based on in-depth interviews with department officials, the following 6 themes emerged: connecting with target audiences, varied approaches in coordination of postings, athletic communications as content gatekeepers, desire to incorporate sponsors and generate revenue, focusing on building fan loyalty through engagement, and challenges of negativity and metrics. The social-media strategy in Big Ten Conference athletic departments appears to be driven by athletic communications/sports information departments as opposed to marketing departments. The greatest benefit of social media has been the ease of engagement and instantaneous connection between fans and the teams they love, which can lead to building greater loyalty to a team. Some of the challenges departments face include having to deal with the reality of crises and negative attention around programs more quickly than with traditional media and to measure social-media success accurately.

scholarly journals Native Advertising—The Formats and Types of Content Most Demanded by Brands in the Spanish Media

2021 ◽  
Vol 2 (4) ◽  
pp. 529-544
Author(s):  
Daniel Zomeño ◽  
Rocío Blay-Arráez
Keyword(s):  
Social Media ◽  
Rapid Development ◽  
Editorial Content ◽  
Media Environment ◽  
The Social ◽  
Media Ecosystem ◽  
The Media ◽  
Media Formats ◽  
Depth Interviews

Media convergence and the incorporation of new narratives typical of the consumption habits of younger audiences in the social media environment have led to the proliferation of a wide variety of formats and types of content in the media ecosystem through which the editorial content offered to brands is being distributed. This qualitative research, using in-depth interviews with a qualified sample of branded content managers from the main Spanish media, allows us to determine the main characteristics of the native advertising demanded by advertisers. The results corroborate observations that content channelled through more sophisticated consumption experiences, using both multimedia and interactivity with a clear transmedia approach, tends to be better received by the audience and, therefore, in greater demand by brands. It also confirms that both video and social media formats have grown exponentially when it comes to providing an outlet for branded content. Based on the results obtained, a proposed classification of these products, including definitions, has been drawn up so they can be publicised to the professional world, offering the reflection and precision that their rapid development has not allowed until now.

scholarly journals PERAN JARINGAN SOSIAL PADA KAMPANYE LINGKUNGAN DI MEDIA SOSIAL: KASUS KAMPANYE MELAWAN ASAP

INFORMASI ◽  
2016 ◽  
Vol 46 (1) ◽  
pp. 87
Author(s):  
Ika Hariyani
Keyword(s):  
Social Media ◽  
Social Network ◽  
Qualitative Method ◽  
Social Relation ◽  
Executive Board ◽  
The Social ◽  
Environmental Campaigns ◽  
The University ◽  
Depth Interviews

Campaigns nowadays are oftenly carried through social medias, including campaigns concerning the environment. Based on previous studies, effectivity of campaigns through social medias were affected by many factors, such as the activity of the online administrator, additional socialization that were carried off- line, and also the involvement of the active followers in social medias. However, this paper views environmental campaign in social medias could be effective if viewed from another side,that is social network. This study sees how social network can improve the effectivity of environmental campaigns in social medias,therefore it’s safe to say that this study brings an addition to previous studies related tofactors that influenced the effectivity of environmental campaigns that utilized social medias as a channel of communication. The method used for this paper is qualitative method, with case study on Melawan Asap (Fight the Haze) campaign initiated by BEM UI (Executive Board of Students of University of Indonesia) in 2015 to form an alliance consisting several organizations from inside and outside of the university. Collection of data for this study was done with in-depth interviews with certain informants, based on a criteria established previously by the author, beside an observation upon social media accounts that were used for Fight the Haze campaign. The result shows that the involvement of networks in social media affects the effectivity of Fight the Haze campaign. Also, the social relation between organizations that are united under the alliance of Fight the Haze campaign are based on sentimental network.Kampanye kian marak dilakukan dengan menggunakan media sosial, tidak terkecuali kampanye lingkungan. Berdasarkan kajian-kajian sebelumnya, keefektifan kampanye dengan menggunakan media sosial dipengaruhi oleh berbagai faktor seperti adanya administrator online yang aktif, adanya sosialisasi tambahan yang dilakukan secara offline, dan juga terlibatnya pengikut/followers di media sosial secara aktif. Namun, tulisanini melihat kampanye lingkungan di media sosial dapat efektif dari sisi lain yaitu dari jaringan sosial. Kajian ini melihat bagaimana jaringan sosial berperan dalam membuat efektif kampanye lingkungan di media sosial, sehingga dapat dikatakan bahwa kajian ini menambahkan penemuan dari kajian-kajian sebelumnya yang berbicara mengenai faktor yang membuat efektif kampanye lingkungan dengan menggunakan media sosial sebagai media komunikasinya. Metode yang digunakan dalam tulisan ini adalah metode kualitatif dengan studi kasus pada kampanye melawan asap yang diinisiatori oleh BEM UI 2015 untuk membentuk sebuah aliansi dengan menggandeng beberapa organisasi di UI dan juga dari luar UI. Pengambilan data dalam studi ini dilakukan melalui wawancara mendalam dengan informan- informan tertentu berdasarkan kriteria yang penulis tetapkan dan melakukan observasi terhadap akun media sosial yang digunakan untuk menyebarluaskan kampanye melawan asap. Hasil kajian ini menunjukkan bahwa keterlibatan peran jaringan di media sosial mempengaruhi efektifitas kampanye melawan asap, serta hubungan sosial antar organisasi yang tergabung dalam aliansi gerakan melawan asap terbentuk berdasarkan jaringan perasaan/sentiment.

scholarly journals In Praise of Irrationality: Self, "East" and "West" in Greek Teachers' Speeches on National Day Commemorations

2014 ◽  
Author(s):  
Lucianna Benincasa
Keyword(s):  
Discourse Analysis ◽  
Social Identity ◽  
Qualitative Study ◽  
The West ◽  
Learning And Teaching ◽  
The Social ◽  
The World ◽  
Group Members ◽  
Social Creativity ◽  
East And West

In this qualitative study of school discourse on national day commemorations, focus is on the "social creativity strategies" through which group members can improve their social identity. Discourse analysis was carried out on thirty-nine teachers' speeches delivered in Greek schools between 1998 and 2004. The speakers scorn rationality and logic, stereotypically attributed to "the West" (a "West" which is perceived not to include Greece), as cold and not human. The Greeks' successful national struggles are presented instead as the result of irrationality. They claim irrationality to be the most human and thus the most valuable quality, which places Greece first in the world hierarchy. The results are further discussed in terms of their implications for learning and teaching in the classroom, as well as for policy and research.

scholarly journals THE INTERPRETATION AND ATTITUDE OF BODY SHAMING BEHAVIOR ON SOCIAL MEDIA (A DIGITAL ETHNOGRAPHY STUDY ON INSTAGRAM)

2020 ◽  
Vol 3 (1) ◽  
pp. 12-25
Author(s):  
Kusnul Fitria ◽  
Yessi Febrianti
Keyword(s):  
Social Media ◽  
Data Collection ◽  
Physical Condition ◽  
Ethnographic Study ◽  
The Body ◽  
Primary Data ◽  
Digital Ethnography ◽  
The Social ◽  
Negative Comments ◽  
Depth Interviews

The main objective of this research is to reveal the meaning and attitudes of victims of body shaming behavior on social media. Body shaming is the behavior of giving negative comments about a person's physical condition. Instagram is the social media most often used by body-shaming actors to carry out their actions. This research is a digital ethnographic study with primary data collection through digital observation, and in-depth interviews with five informants who were selected purposively. The results of this study, in general, encompass the description of three things which are: a) the awareness and experiences of the victim; b) the attitude of the victim; and c) the two ways interactions between the victim and the followers. The interpretation of the body shamming victims reflects body positivity and self-love form of content on their personal Instagram.

scholarly journals Consequences of Gossiping on Women Empowerment

2017 ◽  
Vol 10 (15) ◽  
pp. 6-12
Author(s):  
Shumaila Umer ◽  
Zaheruddin Othman ◽  
Kalthum Bt Haji Hassan ◽  
Rahila Umer ◽  
Habib Ur Rehman
Keyword(s):  
Qualitative Study ◽  
Social Control ◽  
Human Society ◽  
Women Empowerment ◽  
Men And Women ◽  
Women’S Experiences ◽  
Inductive Approach ◽  
Women's Experiences ◽  
The Social ◽  
Depth Interviews

AbstractGossip is prevalent and is widespread in human society. Gossip has been denigrated as ‘idle talk’, mostly among women based on ‘trifling or groundless rumour’. The nature and intensity of gossiping victimise women in society. Consequently, women bear serious threat to their well standardized lives. The study aims to understand the women’s experiences with gossiping as a barrier to empowerment. This is a qualitative study with inductive approach. Men and Women are selected as a informants for this study. The data were congregated through in-depth interviews. The results indicate that gossiping or fear of being gossiped is a strong social control in the social setup of Balochistan. This prevents women from being empowered. This paper is intended to be a contribution to exploiting the ideas of women about gossiping as an essential social control or barrier for empowering women.

Men in Mixed-Orientation Marriages in Contemporary China: Unpacking the Role of Heteronormativity and Patriarchy

2021 ◽  
pp. 0192513X2110557
Author(s):  
Changhui Song ◽  
Joyee Shairee Chatterjee ◽  
Donna L. Doane ◽  
Philippe Doneys
Keyword(s):  
Qualitative Study ◽  
Filial Piety ◽  
Gender And Sexuality ◽  
Social Structures ◽  
Complex Nature ◽  
Contemporary China ◽  
Factors Influencing ◽  
The Social ◽  
Depth Interviews

This qualitative study based on 34 in-depth interviews (IDIs) with cis-gendered tongzhi (men who are attracted to men) critically explores the factors influencing their decisions to enter mixed-orientation marriages (MOMs) in China. Theoretically, the study weaves together insights from queer and feminist theorizing and analyzes the role of heteronormativity and patriarchy, especially in relation to hegemonic masculine ideals, in the context of marriage norms in contemporary China. Our examination showcases the contradictory role heteronormativity and patriarchy play in simultaneously marginalizing and privileging these groups of men along the axes of sexual, gender, and lineage (inter-generational) hierarchies. It also underscores the continued role of filial piety norms. Overall, the study contributes to deepening our understanding of the complex nature of MOMs and discussions of MOMs as marriage fraud. We argue that examining these non-normative marriages furthers explication of the social structures underpinning gender and sexuality in a context of patriarchal marriage-normative societies.

scholarly journals More than a trivial pursuit: Public order policing narratives and the ‘social media test’

2020 ◽  
pp. 174165902091863
Author(s):  
Justin R Ellis
Keyword(s):  
Social Media ◽  
Digital Media ◽  
News Media ◽  
Public Discourse ◽  
Excessive Force ◽  
The Social ◽  
Police Accountability ◽  
Trivial Pursuit ◽  
Media Narratives ◽  
Depth Interviews

Social media has transformed public discourse on policing and the contest of control over the police image. This article draws on original, empirical research to conceptualise the phenomenon of the ‘social media test’ – the evolution of social media into a legitimate measure of police performance. Through in-depth interviews with police and non-police respondents the article maps the genealogy of, and provides perspective on, one of the first viral cases of bystander video of police excessive force in Australia filmed and uploaded to YouTube. The study shows the video’s impact on hegemonic mainstream and police news media narratives, processes of criminalisation and police accountability and the merit of narrative criminology in unpacking these phenomena. Police alluding to the ‘social media test’ in in-depth interviews shows that digital media in general and social media in particular can no longer be dismissed as peripheral or subsidiary to public discourse on policing in a digital society.

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