L’influence n’est-elle que donnée(s) ? Médiations et négociations dans les agences de communication « influenceurs »

Desmoulins, Lucile; Alloing, Camille; Mohli, Vanessa

doi:10.4000/communicationorganisation.6692

Cited by 10 publications

(2 citation statements)

References 6 publications

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“…A influência é muitas vezes descrita como o poder de afetar uma pessoa ou grupo de indivíduos (Wren, 1999). Neste contexto, os influenciadores são frequentemente representados como líderes de opinião que influenciam informalmente o comportamento de outros numa direção desejada (Desmoulins: Alloing;Mohli, 2018).…”

Section: A Rede Social Instagramunclassified

Poder, persuasão, exibição: análise de mensagens de “influenciadoras” na rede social Instagram

Seara

2024

Linha Água (Online)

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The social media platform Instagram appears, currently, as a privileged communication space, where users can easily share and publish their photos and videos. We are therefore witnessing the emergence of female influencers, women who gain visibility through publications on this social network and who promote brands through images and comments on the products they advertise. Given Instagram’s highly competitive market, this study analyses posts on a Portuguese influencer’s page in order to reconsider, on one hand, the linguistic-discursive strategies of comments that convey the ethos of character and credibility and, on the other hand, the strategies at the service of the construction of power and persuasion. The analysis shows that the technique of glamourisation is used to create an excessive effect regarding what is being advertised in order to exert power.

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Section: A Rede Social Instagramunclassified

Poder, persuasão, exibição: análise de mensagens de “influenciadoras” na rede social Instagram

Seara

2024

Linha Água (Online)

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“…A smoke and mirrors minority of top influencers would make a real living or even a lot of money. Hence, they enjoy special audience, authority and credibility (Alloing and Haikel-Elsabeh, 2014; Desmoulins et al ., 2018). Influencers are like opinion leaders, yet solicited by companies in the context of commercial relations (salary contracts or partnerships or exchange of goods) or by NGOs or public institutions to promote goods, services or to advocate for ideas.…”

Section: Introductionmentioning

confidence: 99%

Flawed public diplomacy: when Croatia Instagram Riviera narrative destination branding ignores dark tourism amateurs

Seccardini

Desmoulins

2023

JCOM

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PurposeThis article tackles Croatian public diplomacy, destination and nation branding vis-à-vis an emerging Instagram trend to publish dark tourism related pictures sometimes using the official hashtag CroatiaFullOfLife; hence, poking Croatia tourism development accounts, which promote the country as merely a Riviera destination, and deletes the memories of Yugoslavian and Second Independence wars. Such a monolithic, shortsighted and amnesic destination branding strategy neglects alternative public tourism and public diplomacy opportunities.Design/methodology/approachThe article may improve the understanding of the links between the concepts of Public Diplomacy, nation and destination branding through an exploratory study of dark tourism amateurs experiences in Croatia, documented by pictures published on Instagram, the key digital social media for destination branding. It also outlines the history of Croatian tourism and government's efforts in promoting the overwhelming image of a sunny sea destination since the launching of the “Croatia Full Of Life” destination branding campaign in 2015. The study compares what and how dark tourism amateurs and Croatian main social media influencers publish contents destined to foreign publics.FindingsCroatia's official PR strategies and Instagram accounts ignore the increasing interest of foreign tourists, local younger generations and artists in abandoned places and Yugoslavian and Homeland War heritage monuments. These “light dark chiaroscuro” places are nowhere to be seen on Croatia's official Instagram account. Croatian government fails to embrace some aspects of the nation identity and to take advantage of Instagram trends and niche dark tourism influencers to boost and enrich its public diplomacy and the memorialization process of the darkest aspects of its past.Originality/valueThis research suggests that international Instagram influencers as well as local photographers, artists and history amateurs promote many shades of light–dark chiaroscuro tourism approaches. Their posts tell new narratives about the past and its memorialization, far from the silence and denial promoted by Croatian official Instagram accounts. Mainstream IG Croatian lifestyle marketing influencers and institutional accounts consistently shows beaches, blue waters and bikinis strictly respecting a monolithic, shortsighted and amnesic destination branding strategy. This study shows that some destination and nation-branding strategies could hinder rather than enhance public diplomacy.

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Gérer la pratique, gommer l’éthique : analyse des chartes et codes pour encadrer les pratiques de dépublicitarisation

Coutant¹,

Baillargeon²,

Carignan³

2022

Communication &Amp; Management

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Quel est l’encadrement éthique et déontologique de la publicité native, stratégie de dépublicitarisation payée, empruntant la forme du contenu éditorial de la plateforme qui l’accueille ? L’analyse de contenu de sept chartes et guides produits par quatre types de parties prenantes – marketing, information, consommateur, législatif – et de six entretiens fait émerger des positions en tension : stabilisation définitoire, réduction des enjeux éthiques, légitimation de la tromperie, dissuasion de tout encadrement extérieur à la profession. Ces axes soulignent un paradoxe : la standardisation des pratiques assure plutôt la prolifération de dispositifs ambivalents, tout en maintenant le cynisme face aux enjeux éthiques.

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L’influence n’est-elle que donnée(s) ? Médiations et négociations dans les agences de communication « influenceurs »

Cited by 10 publications

References 6 publications

Poder, persuasão, exibição: análise de mensagens de “influenciadoras” na rede social Instagram

Poder, persuasão, exibição: análise de mensagens de “influenciadoras” na rede social Instagram

Flawed public diplomacy: when Croatia Instagram Riviera narrative destination branding ignores dark tourism amateurs

Gérer la pratique, gommer l’éthique : analyse des chartes et codes pour encadrer les pratiques de dépublicitarisation

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