“My battery is low and it's getting dark”

The Mars Exploration Rover Opportunity operated on Mars from 2004 until it was disabled by a dust storm in 2018. Its demise was declared in February 2019 after months of unsuccessful recontact attempts by scientists at the National Aeronautics and Space Administration (NASA). This announcement sparked a global outpouring of grief that demonstrated people understood and related to the robot in a notably human-like manner. In short, it had been given a collectively understood persona. This paper presents a study of 100 digital postcards created by users on a NASA website that demonstrate the ways in which people expressed love, grief, hope, and thanks for Opportunity’s fourteen years of operation on another planet. In presenting this case study, the paper argues that certain personas are collective achievements. This is especially likely to occur for robots and other inanimate objects which have no centrally controlled or developed persona. The paper is situated within existing persona studies literature to extend and stretch the definition of persona studies and therefore expand the field in productive ways to incorporate the study of non-human personas.

The Social Oikos

In one of the foundational articles of persona studies, Marshall and Barbour (2015) look to Hannah Arendt for development of a key concept within the larger persona framework: “Arendt saw the need to construct clear and separate public and private identities. What can be discerned from this understanding of the public and the private is a nuanced sense of the significance of persona: the presentation of the self for public comportment and expression” (2015, p. 3). But as far back as the ancient world from which Arendt draws her insights, the affordance of persona was not evenly distributed. As Gines (2014) argues, the realm of the household, oikos, was a space of subjugation of those who were forced to be “private,” tending to the necessities of life, while others were privileged with life in the public at their expense. To demonstrate the core points of this essay, I use textual analysis of a YouTube family vlog, featuring a Black mother in the United States, whose persona rapidly changed after she and her White husband divorced. By critically examining Arendt’s concepts around public, private, and social, a more nuanced understanding of how personas are formed in unjust cultures can help us theorize persona studies in more egalitarian and robust ways.

Commonwealth Princess?

Prior to the Sussexes’ departure from their roles as senior royals, there was a significant attempt to construct for the Duchess of Sussex the persona of the “Commonwealth Princess”. There were two main purposes to this persona. The first was to use both the Duke and Duchess of Sussex and their popularity to leverage a more modern face to monarchy in the Commonwealth. The second purpose, stemming from this, was to maintain and strengthen contemporary relations with Commonwealth nations. Markle’s biracial identity was an important part of this strategy and persona as it became a means to connect to colonised people of colour.

2021 Online Conference

The online conference does not and cannot replicate the flow and feel of a face-to-face experience; instead, it offers something new.We saw the timing and the mode of the conference as a chance to ask hard questions about the ground that persona studies has carved as an emerging field of study. We wanted to ensure that persona studies is a space for new voices and new directions of inquiry, and to provide a conference space that is entirely built around inclusive scholarship.The purpose of framing the conference as diversifying persona studies was to expand the scope and reach of our ambition, invite new possibilities, to challenge the conceptualisations of the field, and to challenge ourselves to release a sense of ownership and control over what persona studies could be. We have always strived to make persona studies as a welcoming and inclusive scholarly exercise, but the risk of groupthink and boundary policing is ever-present, and the conference theme was intended to challenge this.

Are Data-Driven Personas Considered Harmful?

In this work, we build on research on data-driven personas to present what might be “wrong with them”. From wrong assumptions by the client and wrong applications of methods to imbalanced, messy, or superficial data; a lack of communication regarding how these personas are created; and issues with usability, there are a plethora of issues that plague data-driven personas. We conclude by contemplating whether data-driven personas are even worthwhile and, if they are, then what are some of the immediate remedies required from the human-computer interaction community to make data-driven personas a viable tool for user understanding.

‘Oscar’

This article applies a persona studies approach to the case study of the Academy Awards. Key literature is used to situate an ‘Oscar’ persona within existing conceptualisations from the discipline. Oscar represents a composite persona that encapsulates an event, its broadcast, an Academy of individuals, and a larger discursive industry. It is a non-human persona that is coloured by distinctly human elements; it is collectively constructed on a massive scale, the process of which inviting constant contestation. Drawing from these theorisations I conduct a textual analysis to reach a persona reading of Oscar. As collective authors of the persona, members of the Academy, associated performers, and discursive contributors employ three distinct and consistent persona strategies: the Functional, the Spiritual, and the Ironic. Oscar’s taste-making function is enabled by extravagant staging and tempered by expressions of philanthropy yet performed with ironic self-effacement. The cumulative effect of these three performances allows Oscar manoeuvrability across the requirements of the different cultural contexts of each year. As well as providing a unique prism for understanding the Oscars as an institution, this work demarcates different levels of collective persona construction, challenging notions of central authority in production and performance, and accounting for the ongoing constructive work of publics.

Portrayal by Inappropriate Interaction

A close reading of three different profiles of Danish-Palestinian poet Yahya Hassan (1995-2020) showcases how interactions between journalists and subjects may become a mutual performative challenge and how, on such occasions, the personas of both parties may serve as a multi-layered journalistic resource in both an ethical and aesthetic sense. Applying the concept of “rhetorical maneuvers” (Phillips 2006) to describe reporters’ uses of an understated ‘first-person minor’ versus a demonstratively responsive ‘first-person major’ perspective (Phillips 2019), we highlight a principle that may reorient interview situations that are tense or out of control. The principle entails continuous shifts of subject form that are potentially inappropriate but enable both contextual transparency and a distinct textual structure or narrative style. By considering the mutual constitution and reconstitution of personas as rhetorical maneuvering we hope first to expand the analytical perspective of persona studies at the level of form while also, secondly, motivating journalists to explore the relational and interactive aspects of persona performances as a resource for occasional, productive disruption of their professional practice.

The Involuntary Mask of the Poet

This essay examines historical perspectives of the Poet persona (traditionally defined and articulated by poets themselves) alongside a contemporary depiction of the Poet in the novel-sphere. More specifically, it considers the protagonist from P.D. James’s Adam Dalgliesh mysteries (14 novels spanning from 1962 – 2008), as Dalgliesh is the perfect character to analyse in this respect. James’s character reflects a notable shift of the persona in the contemporary through a construction that relies upon both personally and publicly constructed features. Dalgliesh exists at the nexus of detective and poet, a contradiction embodied through the dual personas of a professional and celebrity, each of which takes on a life of its own. Because his fame is not of his own making, this raises questions about how this publicly constructed aspect of the Poet persona manifests itself as what Portuguese poet, Fernando Pessoa (2006, p. 273) refers to as the “involuntary masks” of the poet. These “masks” are cultivated beyond Dalgliesh’s control and combine with his own strategic maneuvering to illustrate the dual nature of a persona reliant upon constructions of the self that atypically balance both self-defined and publicly constructed features. This essay argues that Dalgliesh thus not only serves as an exemplification of the modern Poet but also reveals those aspects of the Poet persona which have withstood the perceived distortions of time.

HYPE SOURCE: G Fuel’s Contemporary Gamer Persona and its Navigation of Prestige and Diversity

G Fuel, an energy drink marketed towards gamers, performs a ‘contemporary’ gamer persona to interact with its audience, drawing upon an array of gaming influencers to appeal to fans of these figures. Specifically, this contemporary gamer persona builds upon the ‘geeky’ male gamer identity that has been constructed by marketers and adopted by players, utilising elements of esport such as skilfulness and focus. However, this persona also reimagines the gamer identity in alternative ways, such as gaming as an athletic activity – one that requires much mental and physical energy—and as an activity that connects players to others, and is exciting and glamourous, evocative of the lifestyles of gaming influencers. Thus, the contemporary gamer persona signals that there has been a shift in the popular discourses surrounding the ‘gamer’ identity in specific gaming micro-publics. The energy drink company G-Fuel is aware of this shift and strengthens this persona by forming partnerships with gamer microcelebrities and influencers. In this article, we find that in G Fuel’s construction and maintenance of the contemporary gamer persona, they seek to appeal to the wider gaming audience, but must constantly negotiate a balance between popular but controversial influencers and a commitment to diversity learner personas playful identity performance game-based learning game-making live action roleplay

Understanding Memetic Media and Collective Identity Through Streamer Persona on Twitch.tv

Video game livestreamers on the leading platform Twitch.tv present a carefully curated version of themselves - negotiated in part via interactions with their viewers - resulting in collectively performed personas centred around individual streamers. These collective personas emerge from a combination of live performance, platform features including streamer-specific emoticons and audiovisual overlays, the games that streamers play, and how they play them. In this paper, I interrogate how these elements culminate in a feedback loop between individual streamers and non-streamer participants, specifically how platform features mediate and facilitate interactions between users. I also examine streaming persona as both a product and expression of this dynamic and the subsequent emergence of streamer-based social arrangement and collective value systems. I do this with particular attention to how memes operate uniquely within the livestreaming mode.