Philosophy of Communication of Social Media Influencer Marketing

The Banality of the Social

Inbunden, Engelska, 2023

1 289 kr

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Social media influencer marketing emerged in Web 2.0 as a new form of celebrity endorsement in which the Internet-famous create word-of-mouth marketing for brands and organizations on their personal social media pages, blurring the line between organic and sponsored content for their followers. This book explores social media influencer marketing through the lens of philosophy of communication with a praxis-centered approach. Kati E. Sudnick utilizes a multitude of theoretical touchstones—including Christopher Lasch’s narcissistic culture, Marshall McLuhan’s global village, Daniel Boorstin’s human pseudo-event, Jacques Ellul’s propaganda, and the interplay between charismatic leadership and parasocial relationships—in order to consider consequences surrounding Hannah Arendt’s social condition, which appears in hyper-form within social media influencer marketing as a major integrated marketing communication tool. Sudnick applies these concepts to three major case studies surrounding Audible, BetterHelp, and Fyre Festival, drawing implications and conclusions for this integrated marketing communication tactic in an era entrenched within the banality of the social. Ultimately, the author argues for a more aware and conscientious public when it comes to engaging with influencers online. Scholars of communication, philosophy, and media studies will find this book of particular interest.

Produktinformation

Utgivningsdatum2023-11-28
Mått158 x 237 x 23 mm
Vikt490 g
FormatInbunden
SpråkEngelska
SerieIntegrated Marketing Communication
Antal sidor202
FörlagBloomsbury Publishing Plc
ISBN9781666920789

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AcknowledgmentsIntroduction: Understanding Social Media Influencer Marketing in a Social AgeChapter 1: Human Pseudo-Events and Propaganda: Tools of Social Media Influencer Marketing in a Social AgeChapter 2: The Power of the Social: Charismatic Leadership, Parasocial Relationships, and the Social Media InfluencerChapter 3: Dances, Lip-Syncs, and Stitching: Tik Tok, Memetic Culture, and the Myth of Social Media Influencer TacticsChapter 4: The Reverse Halo Effect: Cancel Culture and the Implications of Social Media Influencing as an Integrated Marketing Communication ToolChapter 5: Tales from Social Media Influencer Marketing: A Trio of Case StudiesChapter 6: The Banality of Social Media Influencer MarketingBibliographyAbout the Author

Sudnick philosophically explores social media influencing through a variety of lenses, including the communication philosophies of Ronald C. Arnett, Pat Arneson, and Hannah Arendt. Sudnick applies their perspectives to relatively new phenomena, including social media influencers, TikTok, and cancel culture. In six chapters, she reveals the "banality of the social" of disengaged audiences through case studies and practical applications. Ultimately, Sudnick calls for increased reflections on the skills and practices that combat the banal. The concluding chapter is particularly compelling: Sudnik asks integrated marketing practitioners to examine and challenge "unreflective engagement" using "responsible practices" that address powerful online parasocial relationships. Unlike Robert Hassan and Thomas Sutherland's Philosophy of Media: A Short History of Ideas and Innovations from Socrates to Social Media (2017), Sudnick presents social media as an event worthy of a unique philosophical investigation. This book is timely and provocative for its call to social media practitioners to engage in ethical behavior. Recommended. Advanced undergraduates through faculty; professionals.