2023
DOI: 10.15388/im.2023.98.61
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Socialinių medijų strategijos lyčių lygybės artivizme. Ispanių feminisčių iliustratorių nuomonės formuotojų karta

Isabel Palomo-Domínguez,
Gloria Jiménez-Marín,
Nuria Sánchez-Gey Valenzuela

Abstract: Nowadays, social networks play a central role in communication media. In this scenario, analysing the gender awareness fostered by the influencers is crucial. The research explores the female representation portrayed by eight Spanish influencers who address the gender approach from graphic communication. All of them are women illustrators, cover topics related to gender, and use similar communication strategies. The methodology includes three complementary techniques: first, desktop study to compare the illust… Show more

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Cited by 2 publications
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“…Kliatchko (2005) expands the IMC concept by categorising them under at least three approaches: one-voice, integrated, and coordinated; where integration is seen as having a clear and consistent image, position, message and/or theme across all marketing communication disciplines or tools; and coordination is seen as one to produce holistic communications campaigns while strengthening not only the brand image but also influencing consumer behaviour. In social media and its content all the elements appear integrated into the mixture of personal branding, promotion of other commercial brands and private life of the influencers (Dominguez et al, 2023). This brings the attention towards the impact of transmediality, hybridisation and the need to meet the interests of consumers while creating and coordinating communication in the entertainment industry and film industry in particular.…”
Section: Introductionmentioning
confidence: 99%
“…Kliatchko (2005) expands the IMC concept by categorising them under at least three approaches: one-voice, integrated, and coordinated; where integration is seen as having a clear and consistent image, position, message and/or theme across all marketing communication disciplines or tools; and coordination is seen as one to produce holistic communications campaigns while strengthening not only the brand image but also influencing consumer behaviour. In social media and its content all the elements appear integrated into the mixture of personal branding, promotion of other commercial brands and private life of the influencers (Dominguez et al, 2023). This brings the attention towards the impact of transmediality, hybridisation and the need to meet the interests of consumers while creating and coordinating communication in the entertainment industry and film industry in particular.…”
Section: Introductionmentioning
confidence: 99%