Socialinių medijų strategijos lyčių lygybės artivizme. Ispanių feminisčių iliustratorių nuomonės formuotojų karta

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 illustrators’ profiles; second, content analysis to delve into the topics addressed and their artivism; third, a Delphi method to assess their contribution to promoting gender egalitarian values, in which experts specialising in communication, philosophy, sociology, psychology, and politics participate. The results show that feminism is a prominent topic in their publications, stimulating a feeling of sisterhood among women, their core target. From a generational perspective, the influence of their message is more significant on millennials and centennials. Conclusions confirm that social media characteristics, artivism, content hybridisation and transmediality enhance their feministic discourse. Future lines of research may focus on identifying other channels and communication strategies more influential for broad target groups, especially men and generations older than millennials, since these external audiences seem crucial to spread gender awareness.

Kino rinkodara ir prekės ženklo tęstinumas: „Redirected/Už Lietuvą!“ atvejo analizė

“…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.…”