Influencer Marketing and Redefining Fame in Social Media Advertisements


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Güdüm S.

Desecrating Celebrity. Proceedings of the IV International Celebrity Studies Journal Conference, Romana Andò,Fabio Corsini, Editör, edizioni nuova cultura, Rome, ss.165-178, 2019

  • Basım Tarihi: 2019
  • Yayınevi: edizioni nuova cultura
  • Basıldığı Şehir: Rome
  • Sayfa Sayıları: ss.165-178
  • Editörler: Romana Andò,Fabio Corsini, Editör

Özet

Celebrities have never been as reachable as in social media; a comprehensive,

global platform, not bounded with time and space. The

rise of social media with web 2.0 was a natural consequence of the

evolving technologies that enabled the users to ‘write back into the

text’ and become an active producer of content for the web.Today, literally

anyone can become famous in an instant with one well designed

viral. This technical potentiality of the web also embraces the risk of

unexpected profanity, desecration and public humiliation for both the

prosumer who also has an ‘influencer’ potential in the onlineworld

and the celebrity as the influencer.Since the beginning of mass media,

famous people faced societal demands which mostly lasted in loss

of their privacy, and ‘tolerated’ immorality. However today, with the

advances in technology and the internet, they share these attributes

with their ‘infamous’ followers; who also have the chance to become

celebrities overnight as a return of their prosumer identities. At these

cyber times, as the ‘authority’ aspect of Cialdini’s persuasion techniques

is re-shaping, the challenges which will be brought along with

it may constitute a significant shift in advertising. Jhally and Livant1,

State that in times of New Media, consumers work by watching advertisements

and are compensated for this work with content and services.

This analysis inevitably challenges the common perception of

social media platforms to be regarded as ‘freebies’. Andrejevic, ,adds

another dimension to the previously mentioned statement and argues

that new media technologies profit by encouraging consumers to perform

the work of being watched. At this point, some questions come to

mind:Which challenges will advertisers face in regards to using celebrities

for selling productswhen the ‘watcher’ and ‘the watched one’are

the same? How will the shift in ‘authority’ (from know-how to experience)

change the celebrity influence in advertising? These questions

will be analysed by using content and discourse analysis in this study.