‘This is a sponsored post, but all opinions are my own’: Advertising (re)tellings on social media

Ringrow, Helen

doi:10.5040/9781350120051.ch-010

Cited by 5 publications

(6 citation statements)

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“…Man inviteres inn i en personlig sfaere for å observere tekstskaperens tilsynelatende private hudpleierutiner (jf. Ringrow, 2020).…”

Section: Personlig Diskursunclassified

Kritisk tilnærming til tekster i sosiale medier

Undrum

2022

ADNO

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I denne artikkelen presenteres en studie med forskningsspørsmålene: Hvordan anvender influensere verbale og visuelle ressurser i Instagram-tekster? og Hvilke utfordringer oppstår i ungdommers møte med tekstene? Bakgrunnen for studien er den norske læreplanens beskrivelse av kritisk tilnærming til tekst som et av kjerneområdene for norskfaget. Elevene skal lære å vurdere og reflektere over teksters troverdighet og påvirkningskraft. I sosiale medier eksponeres ungdom for mye reklame, blant annet i form av influensermarkedsføring. Det første forskningsspørsmålet besvares gjennom en multimodal kritisk diskursanalyse av tre markedsføringstekster fra norske influensere på Instagram. Det andre forskningsspørsmålet besvares gjennom en spørreundersøkelse, hvor 49 ungdommer på 14 og 15 år blir bedt om å vurdere de tre tekstene. Et sentralt funn er at det benyttes en hybrid av personlige og kommersielle diskurser i influensernes tekster. Av ungdommenes svar i spørreundersøkelsen framgår det at denne hybriden gjør det utfordrende å avdekke hva som er hensikten med tekstene og hvem sine interesser tekstene tjener. Studien indikerer at sammenblandingen av diskurser er blitt så normalisert at denne hybriden oppfattes som naturlig og uproblematisk. Tidligere forskning viser at det kan være utfordrende for unge å vurdere digitale og kommersielle tekster kritisk. I denne studien presenteres det noen nye utfordringer som oppstår i takt med det digitale tekstsamfunnets utvikling av nye former for markedsføring. Studien illustrerer viktigheten av å ha en kritisk tilnærming til tekster som forbindes med elevenes fritid, i arbeidet med å utvikle kritisk tekstkompetanse i norskfaget.

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“…Man inviteres inn i en personlig sfaere for å observere tekstskaperens tilsynelatende private hudpleierutiner (jf. Ringrow, 2020).…”

Section: Personlig Diskursunclassified

Kritisk tilnærming til tekster i sosiale medier

Undrum

2022

ADNO

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“…Canning (2020: 156) shows how statements were ‘disproportionately oriented to Liverpool fans’ behaviour and yet do not include references to the behaviour of the police’ owing to external influences on an apparently monolithic narrative so that stories become ‘institutionally controlled and ideologically loaded’ to the detriment of the victims of the disaster. The chapter by Ringrow (2020a) applies the problem-solution pattern (Hoey, 1983) to advertorials on social media. Multimodal critical discourse analysis (MCDA) is utilised to give insights into the ‘complex intersections between gender, identity and newer forms of advertising discourse’ (Ringrow, 2020a: 164) and to examine narrative retelling in a comparison between advertising briefing notes and finished advertorials.…”

Section: Narrativementioning

confidence: 99%

“…The chapter by Ringrow (2020a) applies the problem-solution pattern (Hoey, 1983) to advertorials on social media. Multimodal critical discourse analysis (MCDA) is utilised to give insights into the ‘complex intersections between gender, identity and newer forms of advertising discourse’ (Ringrow, 2020a: 164) and to examine narrative retelling in a comparison between advertising briefing notes and finished advertorials. In the section on pedagogy, Cushing (2020b) presents a secondary school project where a Text World Theory examination of the poem ‘Spinning’ by Kevin Griffith was used to train teachers to adopt stylistic methods in the teaching of English literature.…”

Section: Narrativementioning

confidence: 99%

The year’s work in stylistics 2020

Statham

2021

Language and Literature

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“…In general, an advertorial is an advertisement in the form of editorial content, giving information about the product [1]. Different from the traditional advertisement, the commercial intents of advertorials are usually embedded in normal news for commercial purpose [2,3]. For example, the intent of an advertorial introducing the performance of a new Porsche car is to attract potential customers to purchase.…”

Section: Introductionmentioning

confidence: 99%

Incorporating Multimodal Cues for Advertorial Discovery

Zhang

Shen

et al. 2021

2021 IEEE International Conference on Multimedia and Expo (ICME)

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Commercial advertorials shared on websites are usually designed to pretend as normal social news for commercial benefits. The analysis of the commercial intents embedded in advertorials can greatly help media platforms personalize content. However, commercial intents are not only concealed in news texts but also conveyed by news images explicitly or implicitly. Consequently, how to effectively extract and incorporate the crucial cues of multiple modalities has been emerging as an important but challenging problem. Motivated by this observation, we propose a framework Multimodal Advertorial Discovery Model (MADM) to estimate the commercial intents embedded in the multimodal social news. Specifically, a novel Cross-graph Fusion (CGF) strategy is developed to achieve a soft assignment to incorporate images and text and generate comprehensive multimodal representations. The extensive evaluations demonstrate the superiority of our proposed system in multimodal-based advertorial detection and analysis.

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‘This is a sponsored post, but all opinions are my own’: Advertising (re)tellings on social media

Cited by 5 publications

References 0 publications

Kritisk tilnærming til tekster i sosiale medier

Kritisk tilnærming til tekster i sosiale medier

The year’s work in stylistics 2020

Incorporating Multimodal Cues for Advertorial Discovery

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