Data di Pubblicazione:
2023
Citazione:
Beyond binary beauty: the role of non-binary influencers in shaping beauty advertising / L. Paglialunga. ((Intervento presentato al 4. convegno Approaches to Digital Discourse Analysis tenutosi a Klagenfurt nel 2023.
Abstract:
Online advertising has experienced significant growth in recent years, with social media influencers serving
as a vital marketing tool (Hassan, 2021) for beauty brands seeking to promote their advertising campaigns
and persuade their target audiences to purchase their products. While previous research has explored the
influence of gender on online consumer attitudes towards particular brands or products (Lim & Yazdanifard,
2014; Szymkowiak & Bąk, 2018; Kartal, 2022), traditional gender categories have been challenged in recent
years, and numerous brands have adopted a gender-neutral advertising approach to promote inclusivity, with
a positive impact on digital consumers (Tomazic et al., 2022). In this context, as previously noted, influencer
personas play a crucial role, as they represent both the user and the promoter of a brand or product. With
the increasing presence of non-binary influencer personas on social media, many brands, particularly in the
beauty industry, have turned to them to promote their products.
This paper focuses on beauty advertisements posted by three non-binary Instagram influencers, in order to
investigate how emotions and narratives related to their non-binary self-discovery are employed to promote
a brand or a product. The study employs a twofold method combining visual grammar by Kress and van
Leeuwen (1996) and appraisal theory (Martin and White, 2005). The analysis will focus on the three subsystems of attitude - affect, judgement, and appreciation - to investigate the attribution of positive, negative, or
ambiguous valence in both verbal and visual elements of the advertisements.
The research aims to investigate how non-binary influencers use their personal stories of self-discovery, suffering, and redemption to convey an advertising message to their audience. The findings may shed light on
the complex relationship between gender identity, emotions, values, and advertising in the digital age. By
exploring the intersection of non-binary identity, personal storytelling, and advertising, this research aims to
provide insights into the ways in which non-binary influencers navigate the “tension” between self-expression
and brand promotion.
Tipologia IRIS:
14 - Intervento a convegno non pubblicato
Elenco autori:
L. Paglialunga
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